Roberto Medina: The Business of Rock

By Chesney Hearst, Senior Contributing Reporter

RIO DE JANEIRO, BRAZIL – Brazilian entrepreneur and advertiser Roberto Medina created and organized the first Rock in Rio in 1985 and in the almost thirty years since, the music festival has become one of the most well-known in the world. This year will mark the thirteenth edition of Rock in Rio, a brand whose reach now goes beyond Brazil, with editions held in three global cities and plans for expansion.

According to an

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