Roberto Medina, founder of the largest festival in South America, Rock in Rio, has announced a new event which is set to be “the biggest music, culture and art festival Sāo Paulo, Brazil, has ever seen”.

The inaugural edition of The Town will take place in September 2023, welcoming up to 105,000 people per day to the Interlagos race track in Sāo Paulo – the largest city in Latin America.

The event will involve “lots of music, lots of stages and lots of entertainment, with national and international attractions during the five days of celebration,” according to Medina.

“I love Brazil intensely,” says Medina. “And, just like Rock in Rio, The Town was born from this passion for our land, from the amplification of looking at new opportunities and from the desire that the pandemic brought me in these months of confinement to bring something new.

“It will be surprising. The entire concept was conceived based on an inspiring and cosmopolitan São Paulo, in addition to being ready to host an event of this magnitude.”

“THE ENTIRE CONCEPT [OF THE TOWN] WAS CONCEIVED BASED ON AN INSPIRING AND COSMOPOLITAN SÃO PAULO”

From next year, Brazil will host Rock in Rio (cap. 100,000) in even years and now The Town in odd years.

The Brazilian edition of Rock in Rio will be held between 2–4 and 8–11 September 2022 at the Olympic Park in Rio De Janeiro, and will be headlined by Justin Bieber and Demi Lovato.

The Lisbon-based edition of Rock in Rio (cap. 80,000) will also take place next year (18–19 and 25–26 June), with Foo Fighters, The National, Liam Gallagher, Duran Duran, a-ha, Xutos & Pontapés, Bush and Post Malone all confirmed.

The Brazil and Lisbon editions of Rock in Rio were called off in 2021 and 2020.

Rock in Rio is majority-owned by Live Nation after the entertainment giant increased its shareholding in the company, in 2019.

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