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The article proposes a reflection on artistic-cultural entrepreneurship, focusing on the management of artistic and relational heritage in entrepreneurship efforts related to music. This reflection is based on case studies of two musical ventures: Bar Semente, located in Rio de Janeiro's Lapa district, and Tejo Bar, from Lisbon's Alfama. Both are on the periphery of the mainstream cultural industry and rooted in territories with a rich cultural, historical and touristic heritage. Due to their organic relationship with their surroundings, both venues have themselves become heritage assets and tourist attractions, but this process has also turned them into "targets" for predatory tourist practices that tend to create "commodified" versions of the informal and spontaneous interactions that made them famous. The paper focuses on the ways in which the entrepreneurs were able to manage the artistic and relational heritage of each place, analyzing their practices through the lens of the Effectuation approach and identifying patterns that may be useful not only for the analysis of similar cases, but also to the development of a broader conceptual understanding of how artistic endeavors can change the image and the identity of territories that already have a strongly established cultural heritage. [ABSTRACT FROM AUTHOR]