What the audience sees at a major music festival is the stage and the artists. What almost no one sees or imagines is the equipment that takes care of every detail of these mega-events, from planning to execution. This invisible side was the theme of the panel “Behind the great music festivals”, which brought together more than 300 people this Monday (15/12) during the event “Rio que enchante o mundo”.
Offered by the Government of Rio de Janeiro, the meeting took place in the presence of Luis Justo, CEO of Rock in Rio, and Rodrigo Castro, Head of Major Events of the Government of Rio de Janeiro. With the mediation of the journalist from Metropolises Vanessa Oliveira, guests discussed the challenges, learnings and impacts of transforming big ideas into festivals capable of projecting Rio and Brazil on the international stage.
Planning that starts years in advance
At the head of one of the biggest entertainment brands in Brazil, Luis Justo explained that an edition of Rock in Rio begins to be planned two years in advance. According to him, the work goes well beyond programming and concerns health, security, mobility, technology, communication, sponsorships and integration with governments.
“There are more than 9 thousand lines of activities that will converge during the seven days of the festival. We are thinking about the layout of the stages, new immersive experiences and how to ensure that the audience leaves with beautiful memories,” he said.
With 40 years of history, Rock in Rio, according to Justo, reinvents itself with each edition. “The best Rock in Rio will always be the next,” emphasized the director, emphasizing that each festival ends with detailed reports that record opportunities for development.
Justo also linked the complexity of the event to the role of leadership. “Our brand must be linked to a purpose: unforgettable experiences through music and entertainment,” he explained. “My role is to ensure that this culture and these values are present. It is challenging and requires emotional intelligence, but we cannot lose the sense of our history, which has real purpose.”
Permanent calendar and integration of organizations
From the government’s point of view, Rodrigo Castro emphasized that preparation for hosting major events is not limited to specific dates, but is part of a permanent calendar, in which public bodies and Rio City Hall participate.
“Our role as Public Authorities is to think a little further. The event does not just happen on stage, but in everything around it. What no one sees are dozens of meetings, coordination and planning to make everything work,” he reflected.
According to Castro, Rio has consolidated itself as an “expertise” in the planning and operation of mega-events, the result of continuous work. “The preparation never stops. We run an event looking at the mistakes and successes, then we improve thinking about the next one. It’s been like this for at least six years.”
This effort, according to the official, has a direct impact on tourism and the economy. “We recently reached the 2 million international tourist mark, an unprecedented number, which reflects a well-designed and integrated calendar. »
Festivals as a global showcase and economic engine
During the panel, guests highlighted that festivals have become global showcases, functioning as instruments of soft power for Rio and Brazil.
Luis Justo presented figures that underline the importance of the sector: today, the events industry represents around 5% of Brazilian GDP, generating around 300 billion reais.
“Rock in Rio alone generates an impact of almost 3 billion reais on the economy, boosting the hotel, gastronomy, transport and other sectors. During the festival, we reached 95% occupancy of hotels in the city of Rio,” he highlighted.
For him, the name of the event also broadens its international projection. “Rock in Rio is named after the city. It helps position Rio as a global brand of excellence, sustainability, accessibility and production.”
Rodrigo Castro added that, for the government, soft power is one of the greatest assets generated by major events.
“When you open the world’s newspapers after shows like Madonna or Lady Gaga, with more than a million people gathered, it becomes the greatest asset to attract tourists and investments to the state of Rio,” he illustrated.
According to him, studies carried out in partnership with the Fundação Getulio Vargas indicate that, for each real investment in culture and the creative economy, more than R$6 returns to public coffers. “This is why we continue to invest in this calendar. The major events show that Rio is a safe, innovative city ready to receive a large audience.”
Behind the scenes that the public doesn’t see
In the final part of the panel, Luis Justo shared one of the most critical moments Rock in Rio has ever experienced: the cancellation of a Lady Gaga show while the stage was being set up.
“In 48 hours, we replaced the artist, offered a refund, redid communication and even set up a reception system for fans, with psychologists and ambulances. These are behind the scenes that the public cannot even imagine,” he declared.
Spoilers for years to come
Looking ahead, Rodrigo Castro anticipated new developments in the state’s cultural calendar. Among them, the creation of an official Carnival fan festival, bringing together all the schools in the special group from January, as well as the confirmation of a new major international show, with an artist of the same stature as Madonna or Lady Gaga.
“The year of Rock in Rio is always special, and the next edition should speak to all generations, from artists like Stray Kids to Elton John,” he promised.
In conclusion, Castro celebrated the historic moment of tourism in Rio de Janeiro and left a message to cultural producers. “Rio has reached an unprecedented number of international tourists and is with open arms to welcome new projects. Whether it is culture, entertainment or business, the public authorities are ready to support them.”
Watch the entire “Rio that enchants the world” event:
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