Rock in Rio Brazil reveals R$2.9bn economic impact

The 40th anniversary of Rock in Rio‘s flagship Brazilian edition generated R$2.9 billion (€470 million) for the local economy, report organisers.

Held at the Olympic Park in Rio de Janeiro, from 13-15 & 19-22 September, the festival’s headliners included Travis Scott, Imagine Dragons, Katy Perry, Ed Sheeran, Shawn Mendes, Avenged Sevenfold and Mariah Carey.

The event pulled in 730,000 fans across two weekends, with 46% of attendees coming from outside Rio. The city’s hotel sector recorded a 30.7% increase in reservations, achieving 88% room occupancy over the two weekends.

“Celebrating the 40th anniversary of Rock in Rio is to pay homage to the transformative power of music and culture,” says Luis Justo, CEO of Rock World, the company behind the event. “This historic edition, which marked the anniversary of the festival, delivered a huge economic impact to the city of Rio de Janeiro. Over the course of these four decades, the festival has become much more than a music event; it is a platform that moves a series of sectors in the city, impacting small businesses and generating jobs.

“Rock in Rio is also a multimedia showcase that brought together more than 85 brands in this edition, including sponsors and supporters. Every detail was carefully thought out and dedicated by tireless teams, who worked in harmony to provide the best experience for 730,000 fans, including 335,000 from outside Rio and 31 other countries.”

More than 3,500 pieces of content generated by the communications team reached 149 million people during the seven days of the event, according to the firm.

“By using augmented reality technologies, as well as Instagrammable and interactive experiences, we sought to elevate the fan journey to another level”

“Throughout the year, by using augmented reality technologies, as well as Instagrammable and interactive experiences, we sought to elevate the fan journey to another level,” adds Ana Deccache, marketing director at Rock World.

“These numbers show that we are on the right track. Through dynamic content, we create an authentic connection with fans.”

The festival, which will return to Rio in 2026, also upped its sustainability efforts – initiating a reusable cup drive for the first time in partnership with Heineken, Red Bull, Coca-Cola, Schweppes and Braskem, which encouraged conscious consumption and correct disposal.

More than 150,000 cups were collected, washed and returned for use, while 1.5 tons of cups were collected for reuse in the VIP area. Consequently, the festival avoided generating more than 14 tons of waste.

Last month, Rock in Rio founder Roberto Medina unveiled a “visionary project” to turn the area around the Rock in Rio site into the largest entertainment complex in Latin America. In partnership with financial group Genial Investimentos, the Imagine scheme will transform the Olympic Park – home to Rock in Rio Brazil since 2017 – into a leisure, sports and entertainment centre.

Click to read part one and part two of IQ‘s feature on the history of Rock in Rio.

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.