From left: Ricardo Taco, Maritsa Restrepo and Claudia Valencia.
The popularity of Latin music continues to grow and sold-out tours around the world are expanding profitable opportunities for Live Nation. So, the global entertainment company launched a Latin division in 2017.
For the second month in a row, Live Nation has hired Latin music industry pros for a North American tour. Today, the company announced three additions: Ricardo Taco, an independent promoter who has worked and marketed with artists such as Wisin y Yandel, Ozuna, Maluma, J Balvin, Farruko, Arcangel, Jerry Rivera, Rosalia, J Quiles, Juanes and Grupo niche , among others.
Taco, who previously partnered with Live Nation, will lead the Latin music strategy for the company’s concert division across Canada. He will work closely with Riley O’Connor, Chairman of Live Nation Canada and act as a liaison between Hans Schafer, Live Nation’s SVP of Global Touring, and the company’s Latin booking team around the globe. It will also help develop touring Latin shows that will soon expand into festivals and outdoor properties.
Claudia Valencia has been tapped as tour director based out of Guadalajara, Mexico, she will be tasked with building and executing business strategies for Latin tours run by Live Nation, including artists such as Pepe Aguilar, Sebastián Yatra and Los Ángeles Azules. Valencia began her career in the industry by working closely with the best-selling Mexican rock band Maná for over a decade, handling everything from road management and coordination to public relations and promotion. She was also a tour representative for Live Nation Touring where she worked with Romeo Santos, Aventura, J Balvin, Marco Antonio Solis, and Luis Miguel before becoming an independent talent manager at Vibras Lab.
Maritsa Restrepo joins the team as ticketing coordinator, based out of Los Angeles. Restrepo, who has a Master’s Degree in Global Business, will assist with tour placements, facilitate promotions and assist with communication between artist and venue teams.
“We are steadily growing our Latino division at Live Nation with experts who understand the music and represent Latino fans, allowing us to better serve our artists,” said Schafer. “Canada is a strong Latin music market, and our new top touring hire will help set the strategy to continue building on our expansion to reach new audiences across North America.”
Daryivett Romo, Katrina Rodriguez, Stephanie Rodriguez and Nadia Hernandez joined Live Nation in … [+] June.
In June, the company added four women to the Latino Tour Marketing team: Daryivett Romo joined as director, Katrina Rodriguez as Manager and Stephanie Rodriguez as new coordinator. Nadia Hernandez was brought on board as the new director of Latin Communications for the concert division overseeing press initiatives and contributing to Latin media strategies for all Live Nation tours and touring artists.
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