Broadcast / Original IP / Branding — 2026

Barrethon

Barretos live, nonstop. Ten days of live streaming from inside Brazil’s biggest country music atmosphere, from Jon’s own studio at his campsite.

Creator: Jon Vlogs
Produced by: JV Holding
Partners: PBR Brasil, Agroplay, Warner Music, Influenciador Magalu, Superbet and Drinkiss
Units: Content, Clippers and Branding
Period: August 20–29, 2026
Where: Kick and YouTube, from inside the Barretos Rodeo Festival

01 / Challenge

Content around the clock, for ten days.

Invited by PBR to have his own campsite inside the event, Jon needed an operation that never stopped: 24 hours on air, every day.

The Barretos arena at sunset, with dust in the air — The arena at sunset

The PBR arena at night, with fireworks, on the live broadcast — The PBR arena, live

02 / Idea

A country subathon, in three formats.

Subathon Agro every day, Bar do Jon with sertanejo shows and the After do Jon after the big moments. From the arena to millions of screens.

Jon on horseback in the barrel racing event, on the live broadcast — Subathon Agro: Jon in barrel racing

Sertanejo show on the campsite stage at night, live — Bar do Jon

Stage with the Jon Vlogs panel at the after-party at Rancho da Agroplay — After-party at Rancho da Agroplay

03 / Identity

JV branding, from the hat to the shirts.

JV created the Barrethon brand and the live package: animated KV, countdown and bumper, the broadcast screens, the artwork for each format and the shirts with the partners.

Countdown: starts in

Transition bumper

Be-right-back screen, with the schedule next to the camera and the partners below — Be right back

Live screen with the subathon timer, Jon’s name bar and the QR code — Timer and name bar

Bar do Jon artwork with Jon and the guests, live on Kick — Bar do Jon

Artwork for the Cavalgada (horseback ride) with Gusttavo Lima, live on Kick — Cavalgada with Gusttavo Lima

Artwork for Jon’s Pool Party, live on Kick — Pool Party

White Barrethon shirt, front and back, with the partners — White shirt

Brown Barrethon shirt, front and back, with the partners — Brown shirt

04 / Community

Clips carried Barretos further.

Clippers spread the live every day: over 30 million views on clips across TikTok, Instagram and YouTube.

Mosaic of Barrethon clips posted by the clippers — The clippers’ clips

05 / How we did it

A home of our own at the heart of the festival.

DiagnosisJon already loved the event, and PBR invited him to have his own campsite inside it.
StrategyA ten-day subathon on Kick and YouTube, with the arena events, music and parties.
ProductionThe Jon Vlogs Studio as broadcast hub, meeting point and stage for brands.
ScalePartners inside the live, daily clips and the Barrethon featured by G1 and GShow.

Jon Vlogs Studios design: a red wooden barn with the partners on the facade — Jon Vlogs Studios design

G1 article about Vila do Jon, one of the most sought-after spots at Barretos — The Barrethon on G1

06 / Results

Barretos became audience.

2.28M: hours watched on Kick and YouTube
10.25M: unique accounts reached on Instagram
213M: views on Instagram
35K: peak live viewers, at the Pool Party

In the PBR arena, Jon’s moment with the Brazilian flag passed 10 million views.

Jon in the PBR arena with the Brazilian flag — Jon and the flag in the PBR arena

Jon in the PBR arena, wearing a hat, with the stands behind him — In the PBR arena

Jon on the After do Jon stage, at the Barretos Rodeo Festival — After do Jon

The Barrethon goes on.

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