The famous Brazilian music festival ‘Rock in Rio’ has been half-sold to the US company SFX Entertainment.

In fact, the name of the popular annual festival is a bit misleading as it has also taken place several times outside Brazil, notably in Lisbon and Madrid (to be joined by Santiago de Chile next year). The events have been held ever since 1985 when RIR was launched by Brazilian Robert Medina.

The new 50% share in the organisation held by SFX has sparked speculation that North America may also be an event venue in the near future. Another interesting twist to all this is that SFX has mostly been seen in recent years as focused on electronic music, not really a speciality of Rock in Rio. At least not yet.

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