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Rock in Rio Connects Music Lovers and Advertisers

Rio de Janeiro Adman Rodolfo Medina Created Event to Help Link Clients' Brands With Consumers

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The 25 major sponsors included Heineken, Banco Itau -- which underwrote zip-lining and a giant Ferris wheel, respectively -- Coca-Cola and Volkswagen. Among the at-least 350 products licensed and heavily advertised: Rock in Rio-branded versions of Trident gum and the Volkswagen Gol, and a clothing line from local retailer Leader .

"The seven days of the music festival itself are the cherry on the cake," said Rodolfo Medina, head-marketing and commercial of Rock in Rio. He and Roberta Medina now run the festival started by their father, who remains its creative head. The first Rock in Rio festivals were held in 1985, 1991 and 2001. The event moved to Spain and Portugal between 2004 and 2010, with Rock in Rio Madrid and Rock in Rio Lisboa.

With this year's success and the country's economy booming, the next Rock in Rio is scheduled for Brazil in 2013. A strong brand now, it plans to introduce a namesake stage musical in Brazilian theaters next year, as well as a TV channel and radio station. The festival will also be the theme of a prominent samba school in the 2013 Carnaval parade.

"Rock in Rio will become a permanent lifestyle line, always developing products in different segments," said Ms. Medina, the company's global spokeswoman. She also handles related sustainability and social projects, including raising funds for music instruction in poor communities. She gained celebrity in Portugal as a judge on a local "American Idol"-type TV show.

The Medinas intend to continue the international expansion by taking Rock in Rio to at least two new countries in the next five years; they also hope to be in the U.S. within the next decade.

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