Richard Branson hopes concert will persuade Venezuelan military to open border

File photo of British businessman Richard Branson, who will host a concert on Friday evening.

(CNN)Billionaire businessman Richard Branson says he hopes his Live Aid-inspired concert to raise funds for Venezuelans will persuade members of the country's military to defy President Nicolas Maduro and allow humanitarian aid to cross the border.

Branson, who will host "Venezuela Aid Live" on Friday in the Colombian border town of Cucuta, said he is aiming to raise about $100 million to buy food and medicine, essential supplies for the country, which is gripped by a political and humanitarian crisis.
The event will feature performances from more than 30 artists, according to the concert's website. These include huge names in Latin America, like Colombian musical legends Carlos Vives, Juanes and reggaetón singer Maluma -- all three of whom have collaborated with pop-star Shakira in the past.
    Swedish DJ Alesso is also on the lineup, alongside Mexican rock band Mana, who have won seven Latin Grammys and four Grammys, and Spanish singer and songwriter Alejandro Sanz.
    Venezuelan opposition leader Juan Guaido, who invoked a constitutional provision last month to declare himself acting president, has been working with a raft of global partners, including the United States, to bring aid into the country. Maduro has repeatedly refused assistance, leaving aid languishing on the border despite growing shortages.
    The Venezuelan government has used containers to barricade the Tienditas Bridge and prevent aid from entering.
    Branson, founder of the Virgin Group, told CNN en Espanol on Thursday that he was asked to do the concert by Guaido, who traveled to Cucuta on Friday despite a travel ban imposed by a Venezuelan court. Guaido met with the presidents of Colombia, Chile and Paraguay at the event.
    "He (Guaido) will be coming to the other side of the bridge with maybe a million of his supporters, and I suspect both of us, both sides, will be handing flowers to the military and the people guarding the bridge, and seeing whether they can be persuaded to do what they must realize is the right thing," Branson said.
    Maduro is planning to stage a rival concert on the other side of the Tienditas Bridge in Tachira, Venezuela.