E. Santo looks back at one of the big events of his summer: Lisboas
Rock in Rio
Britney Spears: but was she mouthing to a soundtrack? ABOVE,
FROM TOP: Sir Paul McCartney. Evanescence. Britney Spears. Alicia
HAD no clue of what to expect (include me in this group,
please!), while others had already lived the experience in Brazil
and were delighted to live it again this time in Portugal.
So while advertisement campaigns hit the media
months before the event, initial ticket sales outgrew expectations.
Meanwhile, I questioned whether I should be more enthused about
it but, to be truly honest, Rock in Rio seemed to be just a good
excuse for a music festival as shopping was to woman's therapy.
What else could I expect rather than a lot of
booze, music, booze, screaming fans and booze?
Online, I learnt that these Rock in Rio guys have already brought
about three major music events in Brazil (that outgrew Woodstock)
and were anxious to test their success formula this time in Portugal.
As I continued my surf, a banner insisted on proclaiming
that Rock in Rio's concept goes way beyond music: it's more of a
social statement that combines music, marketing and charity to produce
a global conscience for a "better world".
Curiosity led me to click on this disturbing banner
and have a more incisive understanding on the so-called Social Marketing
Machine behind music.
Rock in Rio's contribution to third-world countries
is highly appreciated and recognized by the United Nations Development
Plan and resulted, in 2001, in a $2 million donation for children
around the world.
Britney Spears, Paul McCartney, Sting, Evanescence,
Alicia Keys and a few more partygoers would not miss the opportunity
to participate in Rock in Rio's fest to enchant 700 million TV
viewers and be enchanted by several thousand Portuguese fans.
As for me, motivation was no longer a problem!
In fact, being able to party big and still feeling good about helping
others is my idea of a good time (and seeing Britney live of course!).
The growing expectation A sunny day, a heavy backpack and an exhilarating vibe were
my allies at the grand opening along with another 700 press members
and thousands of screaming fans.
Walking through the Festival Ground, I looked
at the human avalanche that fearlessly entered the park and immediately
separated to attend different attraction areas.
While Vodafone agitated a cheerful crowd with
a new version of spin the bottle, another major sponsor insisted
on spraying hair pink while 7-Up girls danced devotedly to the beat
of Brazilian drums. Good mood, good music and an excellent organization
ruled the Festival as the evening set in.