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Country Profile: Brazil

The world’s leading promoters & the 55 top markets they operate in.
Click the interactive map below to explore the top 55 global markets.

Incoming international tours are a sign of good health in any market but a more profound one is when domestic talent begins to command the bigger venues in its own right. A buoyant Brazil, back under a Lula government after its Bolsonaro interlude, now boasts both.

Festivals such as Lollapalooza, MITA, and The Town have all done big business lately, as have stadium shows by the Red Hot Chili Peppers, Coldplay, The Weeknd, Taylor Swift, RBD, Roger Waters, and Paul McCartney. But among their number are Brazilian bands such as Titãs and NX Zero who, after decades in action, have graduated to the big leagues.

“We now have stadium business happening for Brazilian acts, which is great, and shows how well the business is doing right now,” says veteran promoter Luiz Oscar Niemeyer, formerly of Planmusic and T4F and now working as BonusTrack Entretenimento. “We are partnering on the promotion of Titãs, who will finish this year selling out six Allianz Parque stadiums in São Paulo. Also NX Zero, who will sell out two Allianz Parques.”

“We now have stadium business happening for Brazilian acts, which is great, and shows how well the business is doing right now.”

BonusTrack is working on both projects with its regular partner, venture capital-backed promoter 30E, which launched in 2021 with a mission to make the most of pent-up post-Covid demand. Shows with Paul McCartney and Roger Waters are impending, while the two-centre MITA (Music Is The Answer) festival in São Paulo and Rio is also bedding in well.

“The second edition was very successful, with two sold-out days out of the four nights,” says Niemeyer. “Lana Del Rey, Florence + The Machine, Flume, Haim, and others were the highlights. We sold a total of 110,000 tickets, with Heineken and Deezer as our main sponsors.”

Since establishing its own operation in Brazil in 2017, following the expiry of its long-term relationship with South American titan T4F, Live Nation has become the major market force, supplanting T4F as co-promoter of C3 Presents’ Lollapalooza Brazil in March 2023 and working with Rock in Rio founder Roberto Medina on new 105,000-capacity festival The Town, which launched in September in São Paulo, selling out across five days with Post Malone, Bruno Mars, and Foo Fighters on the bill.

“São Paulo is just a great market,” says Bruce Moran, Live Nation president of music in Latin America. “But the country has demonstrated strength this year farther afield. From Coldplay’s two stadium sell-outs in Curitiba and Foo Fighters’ stellar packed show there, to Maroon 5 in Belo Horizonte and [reunited Mexican pop group] RBD’s upcoming capacity crowds in Rio and São Paulo, to Imagine Dragons’ multi-market trek– the Brazilian fans continue to support live music.

“And the remarkable success of RBD shows that Spanish- language talent can fare well in Portuguese-speaking Brazil,” Moran adds.

“São Paulo is just a great market, but the country has demonstrated strength this year farther afield.”

Move Concerts works hard in Brazil – at the time of writing, Rod Stewart and Brazilian star Ivete Sangalo, Ghost, Måneskin, and Gojira and Mastodon were all preparing to head in that direction – and CEO Phil Rodriguez has no complaints about the market.

“Brazil is doing solid business in general,” he says. “The post-Covid euphoria has levelled out, and we’re back to normal, but all in all, the market is doing great. And I can’t wait for OVG to open their arena in São Paulo. That will be a game-changer – finally!”

Brazil-based Mercury Concerts, under another veteran promoter, Jose Muniz, operates across the region and classifies 2023 as a solid year.

“We promoted our Monsters of Rock Festival in four countries, and it was sold out everywhere: São Paulo 52,000, Argentina 30,000, Chile 32,000, and Colombia 31,000, with KISS, Scorpions, Deep Purple, and others,” says Muniz. “We also had multiple side-shows with these bands across the region. Altogether, we sold 200,000 tickets in the first semester and hope to sell another 100,000 in the second half of the year.”

Meanwhile, the domestic market continues to hold sway in large parts of Brazil, spearheaded by sertanejo, a hybrid country music that originally comes from Brazil’s agricultural interior. Its leading promoters include powerful impresario Marcos Araújo of Audiomix, who did much to popularise the music and whose BBQ Mix festival in Goiânia, which last took place in 2022, repeatedly breaks its own Guinness World Record for the most barbecued beef served in eight hours

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