Lady Gaga became one of the most talked about to the weekend after her performance at the Coachella festival in California. Mother Monster, as she is known among fans, took an opera to the middle of the desert in a grand presentation, receiving a flood of positive criticism from the international press. It was the first show of the tour of “Mayhem”, the singer’s seventh album, and a preview of how your presentation will be on Copacabana beach, scheduled for the next May 3rd. If Coachella’s 100,000 payers have already gaped, the public estimated in 1 million people, who will watch the free show in Brazil, should be even more impressed.
“It’s the biggest show of the tour. It is certainly a bigger production,” said Luiz Oscar Niemeyer, CEO of Bonus Track, guest of this week of Infoomoney Interview. The entertainment producer, who brought Madonna to Copacabana last year, closed partnership with the city of Rio to perform a mega show per year by 2029 at Rio beach.
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The structure is already being assembled at full steam. The stage area is 1,260 square meters and is a height of 2.20 meters from the sand, facilitating the public’s view, which will also benefit from a state -of -the -art mega LED screen. Another 10 big screens will be spread across the beach. In addition to the dimensions, the Lady Gaga show in Copacabana will be larger than Coachella in duration: it will have two and a half hours, forty minutes more than the presentation at the festival.
Niemeyer became expert on shows in Copacabana because of chance. The entrepreneur was also responsible for bringing the Rolling Stones to the performance that the band made in 2006 on the beach, to an audience of 1.5 million people, and left this experience determined not to repeat it.
“It was so much work, because there are so many variables in an event of this size that I told myself that I would no longer do. Beach never again,” recalls the businessman.
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Six years later, he gave pressure from businesswoman Flora Gil and produced Stevie Wonder’s show with Gilberto Gil, who took 850,000 people to Copacabana on Christmas Eve 2012. “And for the second time I swore I was never going to do,” admits Niemeyer.
The resolution was placed in check when Rio de Janeiro City Hall came to it, about two years ago, with the idea of performing shows in Copacabana. “At that moment I said that the only artist I would do would be Madonna. And so it was. Now I made a commitment to do [shows] Every year. Let’s see, ”says the businessman.
With the “Everyone in Rio” platform, Bonus Track already has two guaranteed sponsors for the shows of the next four years: Corona, Ambev’s premium beer brand (), and Santander Brazil (). This helps in the work of the producer and Niemeyer, who, in addition to convincing the artist, also needs to raise sponsorship to enable major international shows in Brazil.
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“The free event needs this [patrocínios previamente combinados]for the very high costs and the level of production that is made. […] I think we have been able to show the companies the repercussion and the importance that such a show has, not only for the city of Rio de Janeiro, but for the brands being involved in high quality, and that talk to so many people, ”he said.
Read the main excerpts of the interview with Luiz Oscar Niemeyer and watch the full Infoomoney Interview :
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Infomoney: Who was the idea of ending the sadness of fans who have been devastated since 2017 with the cancellation of the Lady Gaga show at Rock in Rio? Have you been trying to bring it before?
Luiz Oscar Niemeyer: Actually, yes. We had been talking for some time and it was natural. We are always in contact with entrepreneurs and agents of the artists to tune in to what makes sense to us and the artist’s career. When the possibility of continuing this beach project continued [de Copacabana]’We plug’ at Lady Gaga and we are happy to fill the void of those who were frustrated with her in 2017.
Infoomoney: How is the routine of this type of negotiation? Need to start a long time before? Keep insisting?
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Luiz Oscar Niemeyer: We, at Bonus Track, have been in this market for many years, and over this time we have developed a series of connections, relationships and exchanges with other entrepreneurs from outside Brazil. […] It is a process that begins, in advance, because it is a constant exercise of our business. We’re here doing Lady Gaga and I’m already thinking [em quem vou trazer] Ahead, understand? […] There is a plan that is not only ours, but from the artist’s career, which usually has a release or tour that supports the promotion of this new album, with travel around the world. So it is a process that usually starts at least a year in advance.
Infoomoney: Copacabana became an attraction for the artists?
Luiz Oscar Niemeyer: I think so. It is a unique show in the world, in a spectacular place, which is also helped by the natural ‘scenography’ of the city. Copacabana beach is a worldwide icon, a very favorable place for this type of event, with a very wide strip of sand and Copacabana Palace in front, which allows us to set up a whole infrastructure there in the hotel, of production, this whole thing. It also has the worldwide repercussion that generates. It is a number of positive factors for all involved, including sponsors who are associated with this event.
Infomoney: Lady Gaga comes to Rio with a Master Sponsor [a cerveja Corona] and at least six other brands involved. In the big festivals, activations became attraction apart. Why are companies increasingly seeking to associate with mega shows and festivals?
Luiz Oscar Niemeyer: There was a huge development of this industry in the country and an understanding of brands about how much music speaks to people. If you make a survey today, you will see that virtually every brands and large companies, one way or another, are linked to music, whether sponsoring mega events, concert halls or theaters. It is a market that has grown a lot and developed many professionals.
Today, Brazil has an industrial park ready to meet all these mega shows, with very skilled professionals who have been learning over time. […] They are usually televised events that speak not only with those there [assistindo ao show presencialmente]but with a huge population in the case of Brazil. Today, social networks have amplified this even more, because brands go there and use their influencers. Music today is a very important communication platform.
Infoomoney: Some festivals, however, got along the way. Sounds Sounds last year was canceled. Mita himself, who is from Bonus Track, went into hiatus. What defines the success of a festival in times of so many events happening at the same time?
Luiz Oscar Niemeyer: Many festivals began to emerge and this boom was not just in Brazil, it was worldwide. And several retreated, because there is a lot of competition and repetition of artists, I would say. The line-up [grade de artistas do festival] It begins to become very important, besides the experience, obviously, which is fundamental. […] In the case of Mita, I can say that we still intend to go back with the festival, but strategically thought it was not the time to follow. In Sao Paulo, there are already two major festivals a year: Lollapalooza in March and now The Town. So it’s a lot of offer, and it ends up raising the price of cachet too.
Infoomoney: What artist profile fits the “everyone in Rio” platform?
Luiz Oscar Niemeyer: It is a project that seeks great attractions, that have worldwide repercussions and that can generate to the city of Rio de Janeiro an impact, not only spontaneous, but in world media, to give positive visibility to the city. After all, we always live a matter of a lot of bad news. So our role here is to offer free entertainment to the public and generate good news to our city.
Infoomoney: And which artists would you like to see in this project?
Luiz Oscar Niemeyer: Ah, the future to God belongs [ri]. The big ones! Let’s see.
