Roberta Medina, the producer of Rock in Rio and The Town, addressed criticisms regarding the festival's musical direction and its international growth.
Medina's comments highlight the tension between a festival's branding and the commercial reality of ticket sales. As the event expands across borders, the producer is balancing the expectations of traditional rock fans with the demand for contemporary pop stars.
Responding to critics who argue that the festival has drifted too far from its rock roots, Medina pointed to consumer behavior. She said, "Roqueiros fazem barulho, mas o primeiro dia que esgota é o pop" [1].
The producer also discussed the strategic move to bring the event to Portugal. She noted that the initial reception to the expansion was not always positive, but the sentiment has shifted. Medina said that previously people asked why Rock in Rio was going to Lisbon, but today everyone wants to go [2].
Beyond the festival circuit, Medina clarified a point of confusion regarding a project in Belém involving Mariah Carey. Some had interpreted the event as a traditional live concert, but Medina said that the project is a television program, not a show [3].
These statements come as the organization continues to manage multiple large-scale productions across Brazil and Portugal, navigating the logistical challenges of televised specials and multi-genre lineups.
“"Roqueiros fazem barulho, mas o primeiro dia que esgota é o pop"”
This shift indicates a broader transition in the global festival industry where 'brand' names like Rock in Rio act as umbrellas for diverse musical genres rather than strict adherence to a single style. By prioritizing pop for ticket sales while maintaining the rock brand, Medina is leveraging market demand to fund the infrastructure necessary for international expansion.
