The suspension of X in Brazil raised concerns in various sectors, with the entertainment industry being particularly affected — especially, in the promotion of music festivals and maintenance of fan communities
For advertisers, X provided a unique environment for viral and interactive campaigns during music festivals. Strategies like customized hashtags, contests and direct interactions with consumers will now need to be rethought. Big events like Rock in Rio, Lollapalooza Brazil and João Rock used the platform to amplify their online presence and maintain engagement beforehand, during and after the festivals
Furthermore, X was the cradle of numerous fan communities with global reach. The phenomenon "Come to Brazil", that became an international meme, originated in this network. Brazilian fans were recognized for their ability to revitalize interest in TV shows, films, music and celebrities through viral campaigns
This happens because the old Twitter played a unique role in the cultural ecosystem of the country, with Brazilians being strong supporters of the network. According to Statista, there were more than 20 million users in the country, the fifth largest global audience of the platform
According to the Washington Post, even before the network suspension in Brazil, music industry professionals were already analyzing the potential impact on marketing and sales strategies. Brazil, being an expressive market for pop culture and music events, suffered a significant blow with the loss of this platform that facilitated direct interaction between fans and artists. The tweet "Brazil, I'm devastated, after the cancellation of their performance at Rock in Rio 2017, exemplifies the power of this connection
In a conversation I had with Ronaldo Fonseca, CEO of A-Lab, he emphasized the relevance of the platform for its ability to generate instant discussions and immediate feedback. This characteristic was fundamental for sponsoring brands and event organizers who sought to respond promptly to audience reactions during the festivals. The absence of this source of information creates a challenge in crisis management and in seizing marketing opportunities during events
Hashtags on X also played an important role in creating narratives around the festivals. Brands like Heineken, Doritos and Coca-Cola, frequent sponsors of music events in Brazil, they used to create integrated campaigns, connecting your on-site activations with the online audience
While X faces its banishment, other platforms like Instagram, TikTok, Threads and Bluesky gain ground. The change can represent an opportunity for brands and organizers to explore new ways of engagement and coverage of festivals. To compensate for the loss of Elon Musk's network, some companies are investing more in user-generated content on Instagram and TikTok, while others develop their own apps to create communities around their events. Streaming platforms like Spotify and YouTube are also being increasingly used not only for music distribution, but as marketing and engagement channels for festivals
The proximity of Rock in Rio offers an opportunity to find new ways to keep alive the fan culture that has always characterized Brazil in the global entertainment scene. The brands that manage to innovate in creating impact, audience engagement and measuring the success of marketing campaigns at music festivals will be well positioned to navigate this transition
