Created in 1985, in Rio de Janeiro, Rock in Rio crossed the Atlantic for the first time in 2004, when it chose Lisbon as its first European home. More than two decades later, the Brazilian festival is preparing the 2026 edition by expanding its international presence – this week, with an action in London. In an interview with DN/DN Brazil in the English capital, Roberta Medina highlighted the brand’s impact on bringing Brazilians and Portuguese together over the years.
“I like to believe that, in these more than 20 years of Rock in Rio in Portugal, we have played an important role in bringing the countries closer together. When we arrived in 2004, there were many doubts. They asked: ‘How will Rock in Rio work in Portugal?’. Today, the festival is completely integrated into the country’s cultural calendar”, he stated.
Medina states that the relationship between the two countries has changed levels in recent decades, especially with the growth of the Brazilian community in Portugal and with a clearer internationalization strategy on the part of the European country. For her, the exchange was no longer unilateral.
“Portugal has always been very open to Brazilian culture – to soap operas, music, artists. The opposite was not so strong.” According to the executive, this movement has intensified recently. “In recent years, this has changed a lot. There was investment, there was a natural rapprochement driven also by the pandemic and migratory movements. Today there are many more Brazilians living in Portugal, and this exchange has become more contemporary, more intense.”
In his assessment, the festival also participated in this symbolic transformation: if in Brazil Rock in Rio was always associated with a brand with great emotional appeal, in Portugal the event became part of the country’s cultural identity.
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“Rock in Rio, in Brazil, is one of the strongest brands in terms of emotion. In Portugal, the festival helped to project a more modern image of the country, different from the older vision that many Brazilians had 20 years ago. It’s beautiful to see this transformation.”
Even so, Medina considers that Brazil-Portugal cultural exchange can advance even further, especially in contemporary artistic production. Historical recognition exists, but, according to Medina, there is a path to be followed in the present.
“Brazil recognizes a lot of Portugal in terms of history, heritage, gastronomy and wine. But in contemporary music and in some artistic areas there is still room for greater exchange and mutual recognition. There is work to be done – and Rock in Rio wants to continue being a bridge in this process”, he concluded.
The next edition of Rock in Rio Lisboa takes place on the 20th, 21st, 27th and 28th of June 2026, at Parque Tejo. Tickets are still available for sale and can be purchased through from this link. Pedro Sampaio, Belo and Alok are some of the Brazilians confirmed at the festival.
nuno.tibirica@dn.pt
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