Why did the Autódromo de Interlagos become the stage for festivals in São Paulo in 2023?

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Between March and December, Lollapalooza, The Town and Primavera Sound brought hundreds of thousands of people to the space to enjoy some of the main and most popular shows of the year in the country. Autódromo de Interlagos, the point for festivals Much more than a collection of tracks for cars and motorcycles, the Autódromo de Interlagos, in the south of São Paulo, was in 2023 the point for music festivals that took place in the city. Between March and December, Lollapalooza, The Town and Primavera Sound brought hundreds of thousands of people to the space to enjoy some of the main and most popular shows of the year in the country. Ten years ago, however, the Autódromo was far from being the beloved home of festivals. What then explains the dispute over the area? How is the negotiation to use it? Is there no other option in São Paulo? What can we expect for the future of festivals in the city? In search of these answers, g1 listened to professionals in the concert market and tells you everything below. Crowd on the third day of Lollapalooza Rafael Leal / g1 Jockey Club: the end of a relationship When it arrived in Brazil, in 2012, Lolla took place in an environment that, instead of being remembered for motorsport, is linked to equestrianism: the Jockey Club. The relationship between Lolla and Jockey even left mud marks on the shoes of fans of Arctic Monkeys and Foo Fighters — the headliners of that edition —, but it only remained until the following year, when it made the feet of fans of The Killers and The Black Keys dirty. . Mud hindered public access to the Lolla stages in 2013 g1 In 2014, the festival moved to the Autódromo, establishing a much more stable relationship there than before. There have been eight editions alone. And there’s another one coming to the account, in March 2024. Probably, two of the main reasons for Lolla to have left Jockey are the local residents’ association and the expansion of the festival’s audience. At Jockey, the sound of the attractions generated so many angry complaints from the neighborhood that, to avoid headaches, the event moved to another location. Furthermore, its audience grew, jumping from 60,000 people to 80,000, according to its organization. And as of 2017, Lolla now has audiences of 100,000. Franz Ferdinand performing at Lollapalooza 2013 Raul Zito/G1 The Jockey even hosted another megafestival, in 2015, Brahma Valley, but also heard criticism from residents. Currently, the space is experiencing a crisis, ranging from the discussion of a bill that prohibits the use of animals in sporting activities that accept bets to the possibility of the Jockey being transformed into a park, amid debates on the new Master Plan for the capital. ´Public of Brahma Valley, in 2015 Flavio Moraes/G1 Anhembi: a hope for the future? Another place that has hosted a famous festival is the Anhembi District. In its debut in Brazil, last year, Primavera Sound took names like Lorde and Travis Scott there. With a daily audience of 55 thousand people, according to the event organizers, the festival won over fans of so-called alternative music. Shortly afterwards, he announced that, this year, he would move to the Autódromo. Lorde at Primavera Sound 2022 in SP Disclosure / Pridia Despite having received criticism for the trees that made it difficult to see the main stage of that edition, the event had been highly praised, which then raised the question: why migrate? Since April 2023, Anhembi has been undergoing renovation, which obviously influenced this decision. But other factors may also have added to the circumstance. Among them, Primavera’s interest in selling itself as a festival of the same proportions as Lollapalooza and The Town — although its audience is smaller and more niche. Carly Rae Jepsen rocks the Primavera Sound audience with “Call Me Maybe” The possibility of the event returning to its origins seems slim. Many people enjoyed their new home and made this explicit both on social media and in the interviews that g1 did in this year’s edition. Still, there is the expectation that, after being renovated, Anhembi will become a promising space for mega events. In a statement, the City of São Paulo says that “with an investment of R$1.5 billion, the Anhembi District is becoming the largest events center in Latin America.” Audience on the second day of Primavera Sound 2023. Fábio Tito/g1 Autódromo: one space, several uses For professionals in the concert market interviewed by g1, there is no other area in São Paulo that holds an audience of 50 thousand or more people. Not along the lines of a festival that offers simultaneous stages — and dispenses with the wrath of the local neighborhood. In the case of stadiums, for example, even with good planning, it would be difficult to prevent the sounds from the stages from overlapping each other. Parks have limited space. Even the giant Ibirapuera would need to reconcile its public area with that of the festival, which, again, would require a lot of planning for an event with more than 50 thousand people. The C6 Fest, which took place there in May, for example, was designed to hold just over 10 thousand people. The fame of the Autódromo as a point of festivals, however, does not mean that the space has been used in the same way by events. The Town, which debuted this year, discarded Lolla’s typical inclined audiences — with its “lawn hills” — and prioritized a flat version of the audience. Just like Rock in Rio, which is its older brother, it did not hesitate to fill the activation area. Little shops, gifts, toys and literally spacious distractions were on the way between the stages, amidst the circulation of people. Many complained about the layout of the spaces and, in September, Roberta Medina, in charge of organizing the event, said that, in fact, there was a section “that was more constrained” for public movement and promised to resolve the problem in the next edition, which should take place in 2025. Unlike Lolla, both The Town and Primavera have their main stages close to each other. Primavera, in fact, also repeated last year’s formula and, unlike the other festivals that take place at the Autódromo, focused on few activations. Negotiations for holding events at the Interlagos Racetrack involve everything from offering a proposal in a notice from the City of São Paulo — subject to analysis — to renting the space itself, which varies in price depending on usage interests.

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