Lady Gaga is set to perform a free concert on Rio de Janeiro's Copacabana Beach tonight at 9:45 p.m. local time, marking her first performance in Brazil since 2012. The event is expected to draw over 1.6 million attendees, potentially surpassing the record set by Madonna's 2024 performance at the same venue.

This concert is part of Rio's "Todo Mundo no Rio" initiative, aimed at revitalizing tourism and the local economy by hosting major international artists. The city estimates that Lady Gaga's visit, funded mainly by private sponsors, could inject over 600 million reais (approximately $100 million) into Rio's economy.

Fans from across Brazil have traveled to Rio for the event. More than 500,000 tourists have reportedly arrived, more than double the anticipated number. Among them is 25-year-old DJ Matheus Silvestroni, who traveled eight hours from São Paulo. A fan since he was 12, Silvestroni said Gaga inspired him to embrace his sexuality and pursue a career as a DJ.

The concert is anticipated to have a substantial economic impact on Rio de Janeiro. This influx is expected to benefit various sectors, including hospitality, transportation, and retail. Brazilian airlines have reported a surge in demand as fans from across the country travel to Rio for the event. LATAM Airlines, a concert sponsor, reported a 25% increase in flights and a 26% rise in seat availability to Rio's main airports, with flights nearly 90% full midweek—significantly higher than their quarterly average. Similarly, Azul and Gol reported load factors of 91% and added dozens of extra flights, respectively.

Lady Gaga's return to Brazil is particularly significant for her fans, as she last performed in the country in 2012 during the "Born This Way Ball" tour. In 2017, she was scheduled to perform at the Rock in Rio festival but had to cancel due to health issues. In a statement, Gaga expressed her excitement about the upcoming event, emphasizing her improved health and dedication to delivering a memorable show.

Copacabana Beach has a history of hosting large-scale free concerts by international artists. Previous performances include the Rolling Stones in 2006, Rod Stewart in 1994, and Madonna in 2024. These events have consistently drawn massive crowds and have been instrumental in promoting Rio de Janeiro as a global cultural hub.

To ensure wide accessibility, the concert will be broadcast live on TV Globo, Multishow, and Globoplay. This strategy ensures that even those who are unable to attend in person can participate in the celebration.

As the city prepares for this monumental event, the combination of Lady Gaga's global appeal and the strategic objectives of the "Todo Mundo no Rio" initiative are set to create a memorable night for both attendees and viewers worldwide.