Rock in Rio: forever young

Abstract

The purpose of this article is to discuss the role of Rock in Rio: The Musical, as herald of megafestival Rock in Rio. Driven by the success that musicals have reached in Brazil, we believe that the design of this spectacle of music, dance and staging renews the brand of the rock festival, once it adds the force of young and healthy bodies to its concept. Moreover, the musical provides Rock in Rio with some distance from the controversal trilogy of sex, drugs and rock and roll, a strong mark of past festivals around the world. Thus, the musical expands the possibilities of growth for the brand.

Keywords

• Rock in Rio
• Megaevento
• Juventude
• Corpo
• Emoção