According to a report from audit/consulting firm PriceWaterhouseCoopers, the Brazilian entertainment industry grew 15.3% in 2010. This showed that the country had the largest percentage growth of that market in the world, ranking ahead of countries like United States, Japan and South Korea.

The first step was to create a clip with big names of Brazilian music, re-recording the musical theme of the festival. We also created sketches in high audience programs on Brazilian TV which featured the Rock in Rio as their main content. Along the campaign we also launched social projects and opened the City of Rock to visitors. All this, together with other actions, turned the event into a major media highlight.

The Rock in Rio became the talk of the town in the main media channels of Brazil. From November 2010 until October 2011, the spontaneous media return of the Rock in Rio hit US$287m. The official site of the event achieved more than 5m individual visitors and in the social networks it´s the music event with the most followers – 4.8m. All in all, 180m people were addressed in more than 12,000 cities, in 200 countries.