Six days, 18 stages, more than 1,100 speakers, an audience of 41,442 people and one certainty: human creativity, which characterizes us and gives rise to arts, technologies and industries, continues to be our main asset and bet for the future. This was the summary of the 5th edition of Rio2C, the largest creativity meeting in Latin America, which populated Cidade das Artes from April 11th to 16th, with panels, workshops, pitchings, business roundtables, masterclasses, shows, activations and immersive experiences . The concept of soft power – which translates, in short, into the way a nation culturally projects its image to the rest of the world – was the guiding theme of this edition.
Rafael Lazarini, creator and CEO of Rio2C, says:
“We are very happy for what happened here. What has been said these days reinforces our view of humanity as the center of everything. There is a lot of talk about technology to innovate, but the truth is that it is possible to innovate without technology, but never without creativity. We are in a moment of inflection and we have to turn more and more to our differential as a species: nothing is more human than art, culture, creativity.”
Another striking feature of this edition was the optimism of the participants with the moment of cultural recovery in Brazil, palpable in the panels, meetings and conversations, as well as in the more than a thousand business meetings that involved 550 executives (including players, investors and mentors) from more than from 30 countries. Lazarini comments:
“Rio2C has this very strong look at creativity as an industry, and its impact on job and income generation. The strength of the event is a reflection of the hope and optimism that the market is projecting for what is to come. We believe that there is a prosperous path ahead, and that many opportunities are opening up.”
In addition to great themes, this year’s edition brought to the stages great names in music (such as Angélique Kidjo, Gilberto Gil, Lyor Cohen, Ludmilla, Seu Jorge, Dilsinho and Ivete Sangalo), audiovisual (such as Fernando Meirelles, Tony Ramos, Adriana Esteves, Lázaro Ramos, Juliana Paes, Ingrid Guimarães, Jantje Friese and Baran bo Odar), from the digital universe (like streamers PlayHard and Coringa, influencers Felipe Neto and Cherrygumms and businessman Kondzilla), from sports (like Rubens Barrichello, Fernanda Garay, Carlos Burle, Fabiana Murer and Bob Burnquist), journalism (like Fátima Bernardes, Pedro Bial, Aline Midlej, Sonia Bridi and Poliana Abritta) and fashion, design, architecture and arts (like Lenny Niemeyer, Fred Gelli and Marcelo Rosembaum ).
As usual, the event also promoted a meeting between the market and the government, which was present with representatives from the Ministry of Culture, Ancine, RioFilme, Spcine, the State Secretariats for Culture and Creative Industry, and Science, Technology and Innovation in Rio de Janeiro, in addition to the Municipal Secretariats of Culture in Rio, São Paulo and Salvador. This year’s edition was also marked by the unfolding of meetings initiated in Cidade das Artes.
The CEO of the event adds:
“The construction of Rio2C has always been collective, open to partnerships. Our aim was to be a catalyst, to create ripples that would spread beyond our walls. This year we saw that actually happen.”
Rio2C’s work to transform the city that hosts it into the creative capital of Brazil yields objective dividends for the municipality: according to estimates by the Secretariat for Economic Development, Innovation and Simplification of Rio de Janeiro (SMDEIS), the meeting moved more than R$ 315 million in this year’s edition.
Among the novelties this year, a stage dedicated to electronic games (Game+, in partnership with Player1), another for fashion, architecture, art and design (Arts&Crafts) and three unprecedented summits: digital culture (with Play9), sports (with NWB/SBF) and capital markets, focusing on crypto-assets and green assets (with Forbes), in addition to the already traditional summit of brands and content of Meio & Mensagem, a collaboration that started in 2018.
After four days aimed mainly at creative industry professionals, the closing weekend gave way to Festivalia, which mixed shows by new artists (at the PitchingShow) and presentations by gaming idols with workshops, masterclasses and chats with executives and entrepreneurs of the creative industries, offering a direct and instructive contact for young people who want to be part of this market.
Sponsors, partners and cultural training initiatives
Rio2C has the support of the Ministry of Culture through the Culture Incentive Law, the Rio de Janeiro State Government via the Rio de Janeiro State Secretariat for Culture and Creative Economy (State Culture Incentive Law) and the City Hall from the City of Rio de Janeiro via the Municipal Secretariat of Culture (Municipal Law of Incentive to Culture). Banco do Brasil and Petrobras are the main sponsors of the event, which is also sponsored by Enel and Ancine; partnership with RioFilme; and support from Firjan, Cedae, Globo, OLX, State Department of Science, Technology and Innovation of Rio de Janeiro, RioInnovationWeek, Bemobi and Oliveira Trust.
Among the more than 50 brands that participated in the event are Heineken, SamsungTV, Netflix, Amazon, Warner/Discovery, Paramount, Conspiração, Windsor, Sympla, SpCine, Sebrae, Quanta, CNS, ICTIM Maricá, InPress, Deezer, ESPM, Anonymous Content , Paris Films, Artplan, Canal Like, SoundOn, Megatrax, Ompi, UBC, Abramus, Coqueirão Filmes, BigSync, ProFilms and Bravi.
Rio2C is today the largest knowledge, network, business boosting, mapping and training platform for new talent in the creative industry. Believing that creativity originates in diversity, it has a network of institutional partnerships with associations, NGOs, federations and teaching networks to democratize knowledge and generate opportunities. The event distributed 2,947 tickets to more than 40 social projects and public educational institutions, such as Cufa, Afroreggae, Redes da Maré, Afrogames, CEFET, UniRio, UFRJ and UERJ, to name a few, and had the partnership of more than 100 entities partners.
Several international delegations attended the event, including the US and Canadian Chambers of Commerce; the consulates of France, Switzerland, Portugal, United Kingdom, Netherlands, Germany, Chile, Argentina, Colombia, China, Canada, USA; the Instituto de Promoción de Inversiones y Exportaciones (Uruguay); the Producers Alliance for Cinema and Television (UK)
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