Sales & Marketing

Brazil’s The Town festival makes record-breaking start

City of Music stage

Rock World

Brazil’s new The Town Music and Art Festival has sold out three of its five days in the first three hours of sales.

Some 420,000 of 500,000 tickets have been purchased for the inaugural São Paulo event, which is backed by Rock in Rio promoter Rock World and Live Nation Entertainment. The partners said the level of sales within such a short timeframe was a record in the Brazilian market.

Headliners at The Town, which will take place at the vast Interlagos racetrack in September, include Foo Fighters, Bruno Mars, Post Malone and Demi Lovato. A six-stage City of Music site is being created for the festival in an area of more than 360,000m².

Rafael Lazarini, senior vice-president and head of business development for Latin America at Live Nation, said: “The overwhelming success of The Town’s ticket sales is a testament to the growing demand for unique live experiences in Brazil and Latin America and proves that Sao Paulo is indeed one of the top global music destinations, and Paulistas are some of the most passionate fans.

“The festival promises to be a memorable experience for fans, and we are thrilled by the record-breaking excitement, as it highlights the city’s vibrant culture, diverse music scene, and Live Nation’s commitment to bringing unique and unforgettable live experiences to fans across the region.”

Ticket sales for The Town have been handled by Ticketmaster, which launched in Brazil just under six months ago. Its Brazilian division consists of a local team and the business’ international resources.

Live Nation’s broader expansion strategy in the market also includes the development of a 20,000-seat arena at Anhembi District in partnership with OVG and GL Events. The group has brought the likes of Red Hot Chili Peppers, Coldplay and Alicia Keys to Brazil in recent weeks.

When announcing the event last year, Rock World said the $60m invested in the festival would lead to a direct economic impact of $330m and the creation of more than 27,000 jobs.

Roberto Medina, creator and president of Rock in Rio and The Town, said at the time: “It is a great pleasure to start the countdown to the opening of the gates of The Town, which promises to enter the list of the largest in the world. We want not only to honour the largest metropolis in the Brazil, but also to provide more experiences and memorable moments for the public. In short, The Town will celebrate the mix of different cultures and stories that are found in the constant artistic manifestations of the city.”