TOMORROWLAND BRAZIL
Tomorrowland, one of the biggest electronic music festivals in the world, returns to Brazil after seven years. The event will take place on October 12, 13, and 14 at Parque Maeda in Itu, São Paulo.
This is the same location as the last editions in 2015 and 2016, when it hosted over 150,000 people from 60 different nationalities. The expectation for the 2023 edition is to welcome 180,000 people over the three days of the festival.
The festival’s return to Brazil is the result of a partnership between the original event in Belgium, the DC Set Group as the organizer, and Beck’s, a beer from Ambev, the official sponsor of Tomorrowland Brasil 2023. Information about tickets or attractions will be announced in the coming months.
Tomorrowland Brasil Last edition of the festival in Brazil was in 2016 (credit: Divulgação) The return of Tomorrowland to Brazil
One of the reasons that led Tomorrowland to return to the country is the number of fans the event has in Brazil. Brazil is the second nationality with the most Tomorrowland followers, it is the second largest country on Facebook and Instagram, and the largest on YouTube.
In the first 24 hours after the announcement of the festival’s return to the country, the official Tomorrowland website had over 400,000 sign-ups.
Additionally, the post made by the festival on Instagram announcing the return to Brazil (see below) reached 3.1 million profiles, more than the announcement of the festival in Belgium, which had a reach of 2.5 million.
“The Belgian founders had what they call an ‘unfinished story’ with Brazil. So, they felt there was something unfinished here, which demanded their return,” explains Rodrigo Mathias, CEO of DC Set Group.
The executive also states that the event intends to establish itself over the years in the Brazilian festival calendar.
Tomorrowland’s relationship with brands
The passion of the fans for the festival, evident through social media, presents a great opportunity for brands to activate their passion points. Besides music, the festival, driven by storytelling, includes various spaces that can be activated by brands.
One of these spaces is Dreamville, an area that will host 15,000 people within the festival, where brands can promote a supermarket, a pharmacy, a laundry, restaurants, and even promotions for the public.
Unlike many festivals, the creation of brand activations at Tomorrowland is a joint effort between the sponsor brand’s team and the creative team in Belgium with a single challenge: “How to integrate the brand into a dream.”
“Much of it goes in this direction of integrating the dream because, in fact, the consumer who is there at Tomorrowland is part of the experience. In fact, what we build is nothing more than the infrastructure, the environment for that magic to happen, but the magic is made by the people who are there and they all have a specific connection,” emphasizes Mathias, CEO of DC Set Group, the event organizer in Brazil.
Tomorrowland Brasil 2023 Livestream
In addition to the 180,000 people expected at the in-person event, the festival will be livestreamed worldwide through a multi-platform broadcast with players that will be announced soon.
A series of special contents are also planned, covering music, entertainment, gastronomy, fashion, and more, allowing the audience to connect with Tomorrowland throughout the year, beyond the three festival days.
The origin of the festival
Tomorrowland was born on August 14, 2005, with the aim of transforming the city of Boom, Belgium, into a fairy tale kingdom, where “charming electronic music could be heard behind every tree and rabbit hole.” Founded by Belgian brothers Manu and Michiel Beers, the first edition of the festival had about 10,000 people and featured DJs Sven Väth, Armin van Buuren, Erol Alkan, and Justice.
The third edition of the event, held in 2007, was a milestone in its history. It was the first time that Tomorrowland took place over two days, and more than 20,000 people from Belgium and other countries, such as the Netherlands, France, Germany, and the United Kingdom, attended. In 2008, 50,000 people participated in the festival, and in 2009, for the first time, Tomorrowland tickets sold out.
DreamVille, the area dedicated to the public’s camping within the event, first appeared in 2010 (credit: Divulgação)
In 2010, DreamVille, an area where the public can camp within the event, made its debut. During the sixth edition, 25,000 people spent the night at DreamVille. The festival gained a third day in 2011, and all tickets were sold out in less than a day.
Tomorrowland 2023: a digital festival
Over the years and with the consolidation of the internet, the festival has taken on new digital dimensions. In 2012, during its eighth edition, two million people visited the Tomorrowland website, hoping to get a ticket. However, this number was ten times greater than the number of available tickets.
Also, in 2012, the festival created its own channel on YouTube, broadcasting DJ sets, interviews, and backstage content. This truly changed the paradig
Rodrigo Mathias, CEO of DC Set Group; Dody Sirena, partner and co-president of DC Set Group; Henri Giscard d’Estaing, global president of Club Med; Janyck Daudet, CEO of Club Med for South America. Credit: Divulgação