Culture & Art

May 1, 2016

Rock in Rio

Roberta Medina, Executive Vice President of Rock in Rio

Know in detail the world's largest music industry - Rock in Rio (RiR), which takes place between 19 and 29 May in Lisbon, Portugal "RIR encourages tourism, creates jobs and drives the economy in cities where it is performed, "RM.


YVP - The idea that Rock in Rio (RIR) is a communication platform that aims to build a better world through music is assimilated by the public, regardless of the countries where it is held, or do the ones who attend it think only about the bands?

RM - About 50% of the public says that they go to Rock in Rio because of the party environment, they choose the day according to the artists. The variety of attractions, the quality of infrastructure and service, everything is important. So, we always guarantee a line-up with major national and international names, diversified entertainment and music. The "City of Rock" is a music theme park with a slide, Ferris wheel, sponsors, bold bets on innovation, as we have this year the "Musical" and the "Pool Parties" in the Electronic Music area; it is offering a huge diversity, with EDP Rock Street, of which the theme is Brazil, the Vodafone Stage betting on new and alternative music. Each year, RiR offers better infrastructure so that, and above all, visitors feel comfortable and safe. Who is going to RiR knows they will live 12 hours of pure party, harmony and happiness with friends, family and different people who, thanks to everything the biggest event of music and entertainment world has to offer, recharge their energy, leaving any issues and concerns at the door. The city goes into an "I'm Going!" ambience. The public knows that the RiR has concrete initiatives "For a Better World", and values it.

Is the concept reflected in more public?

We believe so! When the social project was first launched, our survey indicated that 80% of people would buy a more expensive product, if it were to actively contribute to a social/environmental cause.

What were the most important changes resulting from the social initiatives of Rock in Rio?

Always focused on the premise "For a Better World" since 2001, the RiR invested about 24 million euros in social and environmental projects. The impact of our actions is in sight: 304,000 trees planted by 2016 in reforestation projects; 100% compensation of the event emissions of greenhouse effect gases; over 200 supported entities; more than 56,000 members worldwide each year; 100 classrooms in Rio de Janeiro; 28 UNESCO projects funded; a school in Tanzania; a Healthcare Centre in Brazil; 14 sensorial rooms for blind people and disabled youngsters; 760 solar panels in 38 Portuguese schools (won the international award "Energy Globe Awards"); 10 music venues in Brazilian public schools; 2,200 instruments donated to 150 Brazilian NGOs; 40 young people with training in assistant Luthier; 80 scholarships in music education; 15,632 meals and 37,000 sandwiches donated to institutions to support families in Portugal and USA.

What social projects Rock in Rio supports in 2016?

This year, RiR has its own social project, "Amazonia Live", that will last until 2019, throughout the various editions and countries where the event is held, and not only. We pledge to plant one million trees in the Amazon Forest. The aim is, with support and donations, to reach three million trees. We have already planted 2.1 million trees with the help of the World Bank and the "Estácio de Sá University".

Sustainability is one of your concerns, an example of this is the ISO 20121 certification. Is there data about the implemented measures?

The ISO 20121 certification came to crown the work done since the first edition. The concern is the welfare of the public and all those connected with the event. We focus on continuous improvement and commitment to take on our responsibilities and the impact we cause. The measures are not measurable, they are reflected in the quality of what we deliver to the public, brands, and suppliers. We invested over 24 million euros, 100% compensate the carbon emissions of the event, we have a global average recycling rate of 70% and support various social causes. We supported about 200 entities that annually serve more than 56,000 people; donated materials at the end of the event (synthetic grass, carpet, fabrics, scenography remains); we did an energy audit in 2014 which led to the reduction of the number of generators in 2016; we have an award that distinguishes the supplier, shop, and stand with the most sustainable performance, we have established partnerships with transport companies to facilitate access by public transport …

There is a big focus on "Amazonia Live" initiative. Tell us about it. How many trees were planted in total, with the RiR initiatives?

"Amazonia Live" is the RiR social project until 2019, with the motto "More than Trees, Let's Plant Hope". We want to drive the change in behaviour, so that everyone does their part in the day-to-day to combat climate change. The Amazon Forest is home to the world's most important biodiversity reserves, playing a key role in reducing global warming. With this action, we will restore deforested areas in the headwaters of the "Xingu River". According to the Amazon Network for Environmental Georeferenced Information (Raisg), from 1500 to 1977, about 4.7% of the Amazon was deforested and in the last 36 years alone this figure rose to 18%. 632,000 km2 was the extent of forest that Brazil lost until 2013. Until today, 304,000 trees were planted in reforestation projects in Portugal, Brazil, and the USA.

Rock in Rio is also an industry. How many brands are associated with the "festival" in 2016?

This year, the main sponsor is Vodafone and the official sponsors include Samsung, Santander Totta, Continente, Pepsi Max and EDP. We also have as media partners SIC (television), the R/Com Group (radios), "Diário de Notícias" (newspaper) and "Sapo" (web portal). During the event, about 40 brands are present in the "City of Rock".

In which country did it have more impact as an industry and social initiative?

The RiR encourages tourism, creates jobs and drives the economy in the cities where it is held. Over the course of all the issues, RiR and its partners have invested over 24 million euros in social and environmental causes. More than 173,000 jobs were created. In Brazil, according to the Tourism Department of Rio de Janeiro (Riotur), the event generated in 2011, 2013, and 2015 an impact of more than a billion dollars, averaging 90% occupancy of hotels networks, with about 46 % of the public from abroad Rio de Janeiro. In Las Vegas, USA (2015), it generated 107 million dollars, more that 90,000 overnight stays than in a "normal" season (Source: Las Vegas Convention and Visitors Authority). In Portugal, the economic impact of an edition is 63 million euros (Source: Catholic University, 2010).

How much does the RIR cost? Who earns more, Rock in Rio or companies associated with the event?

The investment for this year (construction of the event, marketing, infrastructure, artistic procurement, HR, logistics, suppliers), is 25 million euros. It is the market that wins, because it is an economic impact for more than 40 brands, and hundreds of suppliers.

Which is the yield in merchandising?

About 2% of the revenue of each event.

How many permanent jobs are there, and how many jobs are created for each event?

The fixed team for each year event is of 40 people from around the world. The team grows as each edition approaches. Six months before the event, we have 100 employees. The number gradually increases, reaching its peak in the party days, with a team that goes from 8 to 17 000 people, depending on the country.

How many visitors are expected in 2016?

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