C3 Expands Relationship With Lollapalooza Brazil Partner GEO
C3 Expands Relationship With Lollapalooza Brazil Partner GEO

lollabrasil (Photo: Rafael Canas)

C3 Presents has expanded on its venture with Lollapalooza Brazil partner GEO, the live entertainment division of Globo Organization, Brazil's leading sports, media and entertainment firm. C3's new joint venture GEO makes C3 its exclusive partner for all festivals, tours and special projects in Brazil. Both companies are also responsible for developing new live entertainment properties targeted to Brazilian audiences, and the partnership begins "immediately," according to C3 partner Charlie Walker.

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Besides Lollapalooza Brazil, which will take place at São Paulo's Jockey Club, March 29-31, 2013, C3 and GEO will work together on the development of a new international music festival in Rio de Janeiro, and on XXXPERIENCE, the premier electronic music festival in Brazil that is part of GEO's portfolio. "With GEO we saw an opportunity to increase our presence [in Brazil] by operating year-round and developing other kinds of experience for the public down there that they haven't seen yet," says Walker, "concepts we can bring to Brazil or elsewhere in South America that make sense."

C3 offers GEO "what all Brazilan promoters want," according to GEO CEO Leon Ganem: access to talent. "Our deal is actually divided into two parts," says Ganem who, with Walker, was calling from Austin on the final day of the C3-produced Austin City Limits Music Festival. "One of them is an exclusive booking agreement, so we will always do our bookings for Brazil with C3. The other part of the deal is we'll develop festivals together in Brazil."

C3 could also promote, with GEO, a leg of a tour that is visiting South America. "When bands come down to do Lolla, they usually don't want to come down for just a one-off," says Walker. "If there are six or seven other markets they want to play, we may try to do some or all of them, depending on the circumstances."

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