Over a million fans are expected to flood Rio’s Copacabana Beach for Lady Gaga’s free open-air concert. The event, years in the making, promises both cultural excitement and major economic impact.
Behind his oversized black studded sunglasses, Victor Faro keeps his eyes fixed on the windows of the hotel where Lady Gaga is staying in Rio de Janeiro. He’s hoping to catch a glimpse of his idol before her massive free concert set for Saturday on Copacabana Beach.
Wearing plastic goat horns on his head and a curled Dali-style mustache, the 30-year-old Brazilian has gone all out with his “Little Monster” look — the affectionate nickname Gaga fans have embraced. Dozens of them are camped out in front of the pristine façade of the luxurious Copacabana Palace Hotel, just across from the giant stage set up on Rio’s iconic beach.
Victor traveled from Vitoria, in the neighboring state of Espirito Santo, and plans to arrive at the beach “very early, by 6 a.m., to get as close as possible to the stage and enjoy every second.”
A few feet away, 28-year-old content creator Cinthia Rodrigues is dressed as a Lady Gaga lookalike, sporting a platinum blonde wig and a bandana.
“I consider her like a mother figure. It’s not just her look, it’s her whole personality I identify with,” she tells AFP. She’s convinced the singer, who calls herself “Mother Monster,” will deliver “a historic concert.”
– ‘Everyone’s in Rio!’ –
Rio’s city hall, no stranger to massive crowds thanks to its famous carnival, is expecting an audience of 1.6 million people.
Officials project the event will generate 600 million reais (around 93 million euros) in economic impact — 27.5% more than Madonna’s concert at the same location last year.
“Adding one international megastar concert per year to the city’s calendar, especially on Copacabana Beach, helps boost the economy during what used to be the off-season,” explains Osmar Lima, Rio’s municipal secretary for economic development, in an official statement.
“It brings in revenue from tourism and lifts the whole neighborhood’s spirits,” says 73-year-old Copacabana resident Analice Regina Moreira.
It’s a hectic week in Rio. Besides the concert, the city is hosting the popular Web Summit on digital economy, and earlier this week, a BRICS foreign ministers' meeting took place.
“Everyone’s in Rio! There are so many people around, they’re mistaking (Sergey) Lavrov for Lady Gaga,” joked Mayor Eduardo Paes on social media, sharing a viral video of someone confusing the Russian diplomat’s motorcade for the pop icon’s arrival.
– A long-awaited moment –
As fans wait for the Born This Way singer’s big night, local businesses are cashing in.
In a bustling shopping district downtown, Gaga fans are lining up for over an hour to get into Lix, a store selling T-shirts, caps, and other merchandise featuring the pop legend — a queer icon and particularly beloved by the LGBT community.
The most in-demand item? A tank top inspired by the raw meat dress Gaga wore at the 2010 MTV Video Music Awards — going for 95 reais (about 15 euros).
“We knew there’d be a crowd, but this is beyond anything we imagined,” says store manager Paulo Moreira Monteiro. “We even had to hire a security guard to manage the entrance.” He expects his weekly revenue to spike by 70% compared to normal.
“We all want the perfect outfit for the concert,” says 26-year-old Thais Santos, who traveled from Para de Minas, in the southeastern state of Minas Gerais.
Back in 2017, she faced bitter disappointment: Lady Gaga canceled her Rock in Rio performance at the last minute due to health issues. It was supposed to be only her second tour stop in Brazil since 2012.
“I was waiting outside her hotel with other fans when we heard the news,” Thais recalls. “This time, I’ll finally get to see her in person.”
With AFP
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