This study investigates the challenges and the opportunities in the process of raising financial resources for both cultural products and services in Brazil according to the point of view of the main actors from Brazilian cultural sector who are producers, managers, sponsors, promoters and professionals from public and private sectors. This study attempts to analyze how the perception of professionals currently working in the sector relates to the vision researchers have about the topic as long as the impact of encouraging mechanisms to culture in the process of making culture democratic is concerned. The definition of concepts associated with the cultural product such as culture and art, financial models, marketing for the arts and culture and the role of the State were, thereby, crucial to conduct the research in a contextualized manner. Interviewees were chosen according to their position and experience in culture on a daily basis. Finally, this research points to the limited options of cultural financial models, the informality of the cultural sector and the extensive bureaucratization as the major challenges in the sector. Besides, the research shows that technological progress is the ideal opportunity to r(evolution)ize the way culture is sponsored and distributed.