The Town Music and Art Festival Sells Record Breaking 350k Tickets In Three Hours As Live Nation Continues Building Momentum In Brazil

The inaugural edition of The Town Music and Art Festival, a partnership between Live Nation Entertainment and Rock World, the promoter behind the iconic Rock in Rio, broke records by selling 350k tickets in less than three hours which sold out three days of the festival. The highly anticipated five-day festival, with total capacity of 500k, is still rapidly selling for the remaining two days – having already sold 420K tickets total and on track to break more records. 

The Town tapped Ticketmaster as its official ticketing partner, which helped power this success. Ticketmaster launched in Brazil just under six months ago, bringing industry leading ticketing and marketing capabilities to the region, as well as a dedicated local team. Partnering closely with The Town’s promoters, Ticketmaster has helped the festival tap into local demand at record speed, especially for a festival in its first year.

“The overwhelming success of The Town’s ticket sales is a testament to the growing demand for unique live experiences in Brazil and Latin America and proves that Sao Paulo is indeed one of the top global music destinations, and Paulistas are some of the most passionate fans,” said Rafael Lazarini, SVP and Head of Business Development for Latin America, Live Nation. “The festival promises to be a memorable experience for fans, and we are thrilled by the record-breaking excitement, as it highlights the city’s vibrant culture, diverse music scene, and Live Nation’s commitment to bringing unique and unforgettable live experiences to fans across the region.” 

Live Nation Entertainment’s broader expansion strategy in the market also includes the development of a 20k seat arena at Anhembi District in partnership with OVG and GL Events. Furthermore, the company is responsible for bringing some of the biggest global tours to the country. 

Rock World’s The Town Music and Art Festival is set for September 2,3,7, 9, and 10. To get the latest information on the São Paulo festival, please visit

Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit