O The Town came to an end, made history, left memories and incomparable records for the Rdio Mix, official radio of the biggest music, culture and art festival in São Paulo. There were five days of shows, 80 hours of uninterrupted broadcasting directly from the City of Music, at the Autdromo de Interlagos, on the Group’s 46 affiliates, 25 interviews carried out, 30 hours live on digital with 800 publications on the official radio channels in the country. TikTok, Instagram e lives transmitted not Youtube.
It was a major multiplatform content development and management project, brilliantly executed by the Mix team, celebrates Marcos Vicca, artistic director of Rdio Mix.
If the festival had more than half a million people, the lounge da Mix did not go unnoticed: over the five days of the event, hundreds of people had the opportunity to come and see the space dedicated to the excellence of broadcasting.
The radio’s programming was in charge of announcers Jorge Ribeiro and Luciano Leo, and reporter Karina Andrade, who commented on the shows and brought interesting facts about the attractions. Exclusively, the radio also brought special interviews with Demi Lovato, Pitty, Glria GrooveGarbage e Lusa Sonza, carried out by Karina Andrade and reporter Masa Balsan, directly from the artists’ dressing rooms. In the midst of Music City, Juliana Molino also guaranteed special entries for brands in the programming and content for the networks.
Part of the Mix team dedicated to historical coverage of The Town. (Photo: Disclosure/Rdio Mix)
In the program Mix Tudo, led by Guilherme Pallesi and Gisele Souza, in a special format, each of the usual fun themes of the day were adapted to The Town. Whether rain, drizzle or shine, Mix’s team capturing images of the public, shows and producing content for social media didn’t miss a moment of Music City. The intense work yielded radio up to a repost of the band Maroon 5.
During the festival week, the expression The Town on TikTok guaranteed Mix the podium in the search results, and in total, there were more than 30 million views views in the 170 contents posted. Between the posts who engaged most on the radio’s TikTok are those from Bruno Marswith 7.4 million views, more than 10 thousand comments, 93 thousand shares and more than 1 million likes! Also, who can resist a pick-up line? Bruninho IN PORTUGUESE?
@radiomixfm No one was prepared for BRUNO MARS SENDING A SING IN PORTUGUS! :Multishow #TheTown2023 #MixNoTheTown2023 #BrunoMars #BrunoMarsNoTheTown
som original – Rdio Mix FM – Rdio Mix FM
Showing that Brazilian pop music also has its strength, Lusa Sonza reached the number of 2.3 million.
For YouTube and TikTok, during all days of the festival, Mix’s digital content team was responsible for the production and execution of the lives with special guests and interviews. Thus, Diego Barone, Joo Marcelo Bscoli, Guilherme Pallesi, Gisele Souza and Karina Andrade received artists such as Carol Biazin, Day Limns, Samuel Rosa, JoManeva, NX Zero, Vitor Kley and Roberto Medina, leading fans to gather in front of the glass stadium to try to express their love for their idols.
The numbers were surprising and reached the mark of 600 thousand unique viewers in 30 hours of content. Not to mention the 850 thousand total views on YouTube channels and Twittershowing that people still come back to watch the videos.
Brand partner
Those who were with Mix during the festival also enjoyed the radio audience. Cintia Gonalves, founder Wiz&Watcher Consultoria, co-owner REVO, co-founder Get Ahead, Instituto Amesuamente and formerAlmapBBDOopened space for Braskem, HeinekenTecToy Automao, Coca Cola, LATAM AirlinesIbis, Moved, In the evening and CNA Languages.
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens
