This year’s spring isn’t even over in Brazil, but it’s already possible to start planning for that of 2022, when the Primavera Sound, presented by Beck’s, arrives in the country confirming itself as one of the most acclaimed music festivals in the world Used to provoke people to live non-obvious experiences, the brand presents the first edition of Primavera Sound São Paulo, from October 31st to November 6th, with several artistic interventions spread throughout the city and in the Anhembi District.
Best-selling German beer in the world and known for its bitterness superior to other labels in the premium segment of the market, Beck’s fosters the emerging cultural scene and connects with the public by creating disruptive actions that question the status quo. Now, by presenting Primavera Sound São Paulo, the brand reaffirms its ambition to make history alongside one of the most iconic festivals in the world.
The event will simultaneously occupy all 400,000 square meters of the Anhembi District and transform this urban space, very similar to the place where it takes place in Barcelona – located in Parc del Fòrum -, into the epicenter of a new cultural and economic engine in the capital of São Paulo.
“Beck’s arrived in Brazil to provoke people out of their comfort zone. And, for that, we have created several initiatives within the world of arts and music to instigate people and invite them to live new experiences. Being able to present Primavera Sound São Paulo is a milestone in our trajectory and, from now on, we have been working more and more to make this whole moment even more unforgettable”, says Rodrigo Peirão, Head of Marketing at Beck’s.
Primavera Sound São Paulo is co-produced by Live Nation Brasil and is part of the ‘New Primavera Sound Destination’ campaign, which in recent days has expanded the festival’s journey and its community around the world by arriving in South America in three new cities – São Paulo, Santiago and Buenos Aires. The Brazilian edition will have its line-up released soon and joins the Barcelona, Porto, and Los Angeles editions. check out on here e on here.
Alexandre Faria, Vice President of Live Nation Brasil, celebrates Beck’s arrival at Primavera Sound São Paulo. “More than brands presenting the Festival, we announce a strategic partner. Beck’s DNA speaks deeply to Primavera Sound’s avant-garde DNA. And that’s exactly what we look for in our sponsors: brands that are organically connected with the Festival and with its audience”, he says.
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