UHU COMMUNICATIONS is the sole responsible for the UHU SMART EVENTS project, an integrated system for data collection and recovery of structured data in the cultural events sector in Brazil. It is thoroughly based on collaborative technologies and data mining (Big Data). The project relies on a strategic design framework that enhances the production of cultural events in Brazil through improving the incessant flow of information between culture consumers and event producers. UHU is read as "Woohoo" and faces the challenge of creating the first great repository and cultural data processing system in the world, available for everyone in an active fashion, meaning culture information reaches end users as per the identification and filtering of cultural products directly linked to their profiles. Such system is also available for event producers with thorough market research and hiper qualified reports.