Population: 218.6 million Language: Portuguese Currency: Brazilian Real (BRL) GDP per capita: $9,673 Internet users: 172.9 million Active smartphone users: 218 million
While it’s long been a stop on world tours and a powerhouse of Latin music, Brazil is about to undergo significant infrastructure uptick, with the building of a new 20,000-capacity arena in São Paulo and the revival of the iconic Canecão arena in Rio de Janeiro.
Primary ticketing
Brazil’s ticketing infrastructure continues to modernise at a swift rate. Despite several provincial markets still reliant on paper tickets and phone vendors, there is a concerted effort by firms – including Ticketmaster Brazil, which officially launched in April – to drive customers towards embracing digital practices.
In major Brazilian cities, companies that are using state-of-the-art systems range from promoter-run online
outlets like T4F’s Tickets For Fun and Move Concerts’ Livepass, to international giants such as Eventbrite, CTS Eventim, and Ticketmaster – which underwent a soft launch in Brazil at the tail end of last year. “We launched a dynamic QR-code solution to increase security in the sales and access control process,” explains Donovan Ferreti, managing director of Ticketmaster Brazil, who also sees this initiative as a way to combat unauthorised ticket sales.
“We launched a dynamic QR-code solution to increase security in the sales and access control process.”
Another ticketing firm making huge tech moves is Ingresse, which recently launched an investment fund to finance live entertainment based on various urban and regional venues’ history of success within the company.
“We have allocated around BRL40m so far to help producers build bigger and better events,” says CEO Gabriel Benarros. Furthermore, Ingresse has invested in Billfold, an innovative cashless POS outlet that allows them to integrate ticketing with food and beverage orders, and acquired a stake in BePass, offering them a solution for entrance control via facial recognition.
Distribution of sales
According to Ferreti, the transition to a more modernised approach to selling tickets in Brazil has been almost seamless. “Digital tickets have quickly been adopted here, with 80% of our sales now issued through digital channels,” says Ferreti. “This isn’t only easier for fans but helps to combat online fraud in the market as well.”
“This isn’t only easier for fans but helps to combat online fraud in the market as well.”
Compared to Brazil’s more populous areas, most rural provinces are still selling tickets via physical outlets and phone vendors. However, Benarros has seen a significant growth in the number of consumers willing to buy tickets online. “Back when I founded Ingresse in 2012, I would say that virtual ticket sales only made up 10% of the market,” he recalls.
Value of market
During the first few months of 2023, Abrape (the Brazilian Association of Event Promoters) registered the best quarter performance for the recreational sector in the last five years, with an estimated BRL38bn. While the 2023 figures were a clear jump from the previous couple of years due to Covid, it’s a clear indicator that the industry is experiencing a healthy road to recovery following the pandemic.
While the 2023 figures were a clear jump from the previous couple of years due to Covid, it’s a clear indicator that the industry is experiencing a healthy road to recovery following the pandemic.
Secondary ticketing
Though selling above face value remains illegal in Brazil, unauthorised resales and fraudulent online merchants continue to be prevalent wherever there’s high demand. “While online transactions are normally capped, scalping is primarily conducted offline by those who can get their hands on paper tickets,” explains Benarros.
International/domestic splits & genres
Domestic acts dominate, especially in the regional areas. While international pop acts headline major festivals across the country (including São Paulo’s The Town, set to debut in September with Ticketmaster Brazil as the official ticketer for the five-day event), line-ups in Brazilian shows perform genres such as sertanejo (Brazilian country), funk carioca, samba, and pagode.
Domestic acts dominate, especially in the regional areas.
Cultural analysis
Despite the popularity of national artists in the country, Rock In Rio continues to be a universally beloved spectacle with a who’s who of major global acts having performed there in previous years. However, with the 2023 edition confirmed to be postponed at the time of writing, São Paulo has taken the opportunity to showcase its own festival with The Town – also created by the Rock In Rio organisers.
Expected to amass over BRL1.25bn in revenue, The Town is set to host over 500,000 attendees over the course of five days, and will be headlined by Post Malone, Maroon 5, Foo Fighters, and Bruno Mars (for two dates).
Taxes & charges
Brazil’s Superior Tribunal de Justiça ruled in 2019 that the convenience fee charged by companies that sell tickets online is unlawful. While the case against online fees continues to be debated, ticketing firms currently charge around 10% to 15% in convenience fees from customers, with more traditional outlets imposing higher fees of up to 20%.
