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420k tickets sold for The Town festival debut

Live Nation and Rock World have sold 420,000 tickets for the inaugural edition of Brazil’s The Town Music and Art Festival.

Organised by Rock in Rio founder Roberto Medina, the 100,000-cap festival takes place on September 2,3,7, 9, and 10  at the Interlagos race track in São Paulo, headlined by Bruno Mars (two nights), Foo Fighters, Post Malone and Maroon 5.

The event broke records by selling 350,000 tickets in less than three hours, selling out three days of the festival.

“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,” says Rafael Lazarini, Live Nation’s SVP and head of business development.

Other acts set to perform at the festival, which will feature six stages at Cidade da Música, include Queens of the Stone Age, Garbage, Demi Lovato, Wet Leg, The Chainsmokers, Liam Payne, Iggy Azalea, Bebe Rexha, HER and Kim Petras.

“We are thrilled by the record-breaking excitement, as it highlights the city’s vibrant culture, diverse music scene”

“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,” adds Lazarini.

The festival’s official ticketing partner Ticketmaster launched in Brazil just under six months ago. Its operations began at the end of 2022 supporting smaller niche events, to better understand and customise the platform for the Brazilian market.

Live Nation’s expansion strategy in the market also includes the development of a 20,000 seat arena at São Paulo’s Anhembi District, in partnership with OVG and GL Events.

 


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Rock in Rio spin-off The Town sells out three days

Brazil’s new 105,000-cap festival The Town has sold out three days of its inaugural edition, with more than four months still to go until it debuts in São Paulo.

Organised by Rock in Rio founder Roberto Medina, the event will launch at the Interlagos race track later this year and is expected to attract around half a million people across five days.

Dates headlined by Bruno Mars (3&10 September) and Foo Fighters (9 September) have already sold out in this week’s general sale, with tickets still available for nights topped by Post Malone (2 September) and Maroon 5 (7 September). Full-price day tickets cost 815 reals (€147) and were snapped up in 72 minutes for Mars’ two shows .

“The success of the pre-sale reflects the public’s desire to live life live, for São Paulo to host an event of this magnitude and as people from São Paulo have said ‘a Rock in Rio to call your own,'” says Luis Justo, CEO of Rock World, the company behind The Town.

Other artists set to perform at the festival, which will feature six stages at the Cidade da Música venue, include Queens of the Stone Age, Garbage, Demi Lovato, Wet Leg, The Chainsmokers, Liam Payne, Iggy Azalea, Bebe Rexha, HER and Kim Petras.

The festival has also confirmed a partnership with transportation company the CCR Group, which guarantees that the trains that provide access to the Interlagos Circuit will run 24 hours a day on festival days.

“We announce this unprecedented partnership that will allow fans to arrive and leave the festival with greater peace of mind”

“The public’s experience goes far beyond what they experience in [Rock in Rio site] Cidade do Rock and, now, in Cidade da Música,” says Roberta Medina, EVP of The Town and Rock in Rio. “We care about this experience all the time and this includes, among many other details to be taken care of, when, on the day of the festival, the fan leaves the house towards the venue.

“We already addressed this concern from the beginning, when we scheduled The Town to take place on the weekend or holiday, in order to less impact the city’s traffic.

“We announce this unprecedented partnership that will allow fans to arrive and leave the festival with greater peace of mind, knowing that they will be able to rely on public transport by train for 24 hours.”

The flagship 100,000-cap Rock in Rio Brazil, meanwhile, was most recently held at the Cidade do Rock (City of Rock) from 2-4 and 8-11 September 2022, headlined by Iron Maiden, Post Malone, Justin Bieber, Guns N’ Roses, Green Day, Coldplay and Dua Lipa.

From 2024, Rock World will also take over the running of Lollapalooza Brazil in partnership with C3 Presents. Both are majority owned by Live Nation.

 


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