With an expected crowd of 1.6 million people and an estimated R$600 million in economic impact, Lady Gaga’s free concert on Copacabana Beach next Saturday (3) will also serve as a major platform for brands. The projected impact would be about 27.5% higher than that of Madonna’s show last year, highlighting not only the event’s tourism and cultural potential but also the opportunity for more than six sponsors to strengthen ties with the public.
The event, organized by Bonus Track Entretenimento, is part of a broader project called “Todo Mundo no Rio” (“Everyone in Rio”), which plans to hold free concerts over the next four years.
“There’s a strong image boost for the city, monumental media exposure, and a positive agenda for Rio,” said Bonus Track’s CEO, Luis Niemeyer, adding that another goal is to establish and expand the project’s brand beyond 2028.
The idea of creating an annual fixed-date event stems from previous experiences by the Rio-based producer, which staged major open-air concerts on Copacabana Beach by the Rolling Stones in 2006 and Stevie Wonder with Gilberto Gil in 2012.
“We’ve always wanted to bring that back, but producing a show like this is complex,” Mr. Niemeyer noted.