TIM resumes its position as a major supporter of musical events in Brazil and announces, as its main initiative, the sponsorship of the 2022 Brazilian edition of Rock in Rio. The largest music and entertainment festival in the world takes place between September 2 and 11, in Rio de Janeiro, and will be featured on the company’s music-focused project calendar. Shows are planned on the beach, a festival only with women and regional initiatives.
“Music and major festivals are part of TIM’s history. By partnering with Rock in Rio, in addition to confirming this position, we connect the brand to the optimistic vision of a world under reconstruction”, he comments Alberto Griselli, TIM Brazil CRO.
The executive also highlights that the company’s values – courage, respect and freedom – and its commitment to innovation are reflected in the festival, recognized for being diverse, inclusive and disruptive:
“We are very happy to participate in this great event, which is part of an even broader strategy of the company to keep music as a platform for emotional connection with people”, he adds.
In addition to the partnership with Rock in Rio, the operator’s project schedule is highlighted by the TIM Music Summer – which will take the beaches of Rio de Janeiro and, for the first time, of São Luís, in Maranhão, with free shows – and the TIM Music Festival for Positive Women, bringing together big names and rising artists in the national female hip hop scene, in a great movement of women in music. The company will also include the events in its planning of diversity and inclusion initiatives, with actions to promote socially minor groups and fight prejudice.
Among the sponsored projects are the Jazz Lagoinha, in Belo Horizonte and the actions of Radio Cidade’s anniversary, in Rio Janeiro. In São Paulo, the operator will support the Farraial – one of the most awaited country music festivals in the city of São Paulo – and the Sounds of the Street Festival, which encourages hip hop culture and brings together great names in national rap and cultural elements of the movement.
Ana Paula Branco Castle, Director of Advertising & Brand Management at TIM Brasil, reiterates that the operator’s planning takes into account the current context, in which many people want to relive experiences together and live. But it reiterates that the company is attentive to the evolution of the pandemic scenario.
“We will do our part, including using the events as a stage to include different voices and support different fights. The idea is to invest in music, which is our biggest pillar of connection with people and is also a passion of Brazilians, to convey an optimistic message”, highlights the executive, who also reinforces the presence of music in other company actions: ” We will continue to highlight this asset in campaigns and offers. After all, at TIM, the music doesn’t stop!”.
Playlist Countdown Rock in Rio 2022 – #AMúsicaNãoPara
To further leverage the strength of the partnership with Rock in Rio 2022 and kick-start special actions involving sponsorship and the #AMúsica NãoPara platform, TIM presents the Playlist Countdown. Created by BETC HAVAS, the initiative represents the countdown of exactly 267 days to RiR. Music lovers will enjoy 267 different playlists, one a day, with 24 hours of music each to listen to non-stop until the opening of the gates on the first day of concerts, on September 2, 2022. There will be more than 6,400 hours of sound on the Deezer, music streaming platform.
The lists made exclusively for the action will include more than 1,000 artists and various themes, with playlists based on previous editions, great bands that will be on the stages, new artists and a curatorship for specific calendar dates, including Women’s Day (voices only women) and Saudade Day (with departed artists), and many others. The action will be publicized on social networks by TIM ambassadors, such as IZA, Pequena Lo, Diva Decção and Camila Loures.
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