Music and major events drive new advertising opportunities

Major sporting and musical events in 2026 have highlighted music as a strategic channel for the advertising market. Data from Vevo indicates that during the World Cup, views for Pitbull’s “We Are One” increased by over 300% in the United States, while Shakira’s “Waka Waka” saw a rise of more than 220% on the tournament's opening day.

In Brazil, large-scale performances have also driven significant digital engagement. The “Todo Mundo no Rio” project, featuring Shakira at Copacabana Beach in May 2026, and previous performances by Lady Gaga have demonstrated this trend. US Media reported that Lady Gaga’s content consumption grew by more than 130% during her 2025 spectacle.

Bruno Almeida, CEO of US Media, noted that while brands previously viewed large events primarily through the lens of sponsorship, digital consumption now allows for more segmented and accessible media strategies. This shift enables advertisers to reach audiences through their specific interests in artists and digital content, such as the 11 million advertising impressions recorded during Rock in Rio.