Todo Mundo no Rio (English: Everyone in Rio)[2] is a series of international music megashows promoted by the City of Rio de Janeiro.[3][4] The project aims to transform Copacabana Beach into a stage for major international music attractions, as well as to establish May as a month of cultural celebration in the city.[5] Since its inaugural edition in 2024, the event has brought together world-renowned artists and is scheduled to be held annually until 2028.[6]
The project gained prominence after Madonna's show in May 2024, which attracted an audience of 1.6 million people - the largest in the singer's career, according to data from Riotur.[7][8][9] Additionally, the event generated approximately R$ 300 million for the local economy. Inspired by the success of this performance, Rio de Janeiro’s Mayor, Eduardo Paes, expressed his desire to institutionalize the experience with free major shows every year until his term ends in 2028.[10][11]
Subsequently, Lady Gaga's participation was confirmed, with her performance scheduled for May 3.[12] The contractual forecast for Gaga's show is a free event expected to draw 2 million people, potentially marking the largest audience in the American artist's career if confirmed.[13][14] Lady Gaga’s show will follow the same format used in May 2024 by Madonna, which concluded the Celebration Tour (2023–2024) in Rio.[15][16]
The performance by Lady Gaga at Copacabana Beach on May 3, 2025, drew a record audience of 2.5 million people, surpassing the previous mark of 1.6 million set by Madonna in May 2024.[17][18] This made it the biggest show of Gaga’s career, exceeding all her previous concerts in terms of attendance.[19] Moreover, it was the largest solo‐artist concert of this century.[20] The event also set the record for the largest audience at a solo concert by a woman in music history.[21] The economic impact was estimated at around R$600 million (US$109 million) for the city.[22]
Operation
The event is held free of charge and is funded by both the City Hall of Rio de Janeiro and private sponsors.[23][24] The megashow’s format is designed to offer the public a high-quality cultural experience, gathering major international music stars in an atmosphere of integration and celebration. The project also intends to turn the first Saturday of May into an iconic date — initially dubbed "Celebration May".[25][26]
Broadcast and coverage
To broaden access to the event, the shows are broadcast live. For instance, Madonna and Lady Gaga’s performances have been confirmed to be simultaneously broadcast by TV Globo, Multishow, and Globoplay.[27][28] This strategy ensures that even those who are unable to attend Copacabana Beach in person can follow the show and participate in the celebration.[29]
The success of Madonna's show, which generated an economic impact of around R$300 million,[30] provided a strong argument for continuing the project. In an interview with the PodK Liberados podcast,[31]MayorEduardo Paes stated:
"Are you going to spend public money on Lady Gaga? I will. I spent on Madonna too. Do you know why? Because it fills all the hotels, fills all the restaurants."
These positive results reinforce the expectation that the megashows will not only promote culture but also boost the local economy, benefiting sectors such as hospitality and dining.[32] It is expected that the positive results of the project will encourage the continuation and strengthening of this series of events, attracting new partnerships and sponsors for future editions.[33] Moreover, the Todo Mundo no Rio project reinforces the image of Rio de Janeiro as a global city capable of hosting large-scale cultural events with international appeal.[34]
Program and show history
The table below presents the history of the shows held and the outlook for future editions:
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