Roberta Medina (BR)
Since 2003, Roberta Medina has been Partner and Executive VP at Rock in Rio, festival created by her father, Roberto Medina, in 1985. When she was a child, during the first Rock in Rio in 1985, Roberta watched the shows from the backstage. Now, 35 years later, Roberta is the final decision-maker of the event in Brazil and Portugal, (and also led the team during Spain and US editions). Roberta is also responsible for introducing pioneer processes when it comes to sustainability. She launched “For a Better World”, Rock in Rio’s social project, and thanks to that thousands of people around the world have received benefits funded by proceeds from festival ticket sales and by awareness campaigns promoted by Rock in Rio partners, totaling more than $23 million. Projects have included the Zero Carbon Project and raising funds for music instruction programs in poor communities in Brazil. In 2016, Rock in Rio launched its first worldwide social project – Amazonia Live. It aimed to raise trees in order to reforest the Amazon rainforest – “the earth’s lungs”, as it is called. Most recently, Roberta was the mind behind DeclareAction, a unique movement that gathered, for the first time, promoters of shows, festivals and events in Portugal in the same project. A project that will mobilize young people from all over the country to define actions that make the world a better place, thus giving rise to the first declaration of attitudes that everyone can “sign” on putting them into practice.