Hans Schafer, former AEG Director of Latin Talent, will head new effort to “increase the company’s presence in the growing Latin live events market in the United States.”
Live Nation Entertainment has announced Live Nation Latin, a newly formed department of the company the will be headed by Hans Schafer, who formerly was the director of AEG’s Latin Talent division. Schafer will be based out of Beverly Hills.
Live Nation Latin will “focus on increasing the company’s presence in the growing Latin live events market in the United States, including touring, festivals, and artist development.,” according to statement from the entertainment giant.
Although Live Nation has had a powerful presence in the Latin touring market for some time, the creation of Live Nation Latin marks the first time the company is forming an official touring division dedicated to the genre.
“Fan demand for live events is rising across the board, and we have been seeing increased demand for Latin live events right in lock step with the overall market,” said Bob Roux, Co-President, Live Nation US Concerts.. “Hans’ specific insights and experience related to the Latin Touring business and his valuable talent relationships will allow Live Nation to continue to grow this important segment of live entertainment.”
Live Nation Latin “will amplify Live Nation’s touring expertise across the Latin genre,” according to the company's announcement, which comes on the eve of the Latin Grammys (taking place Nov. 16 in Las Vegas) and in the wake of the runaway success of the song "Despacito."
In 2017, Live Nation produced major Latin shows including Enrique Iglesias and Pitbull Live! Tour, Prince Royce’s Five Tour, as well as Ricky Martin’s Las Vegas residency at Monte Carlo’s Park Theater. The team also booked and promoted events for Mana, Marco Antonio Solis, Ana Gabriel, Alejandra Guzman and Gloria Trevi, Gerardo Ortiz, Miguel Bose, Los Temerarios, and Alejandro Fernandez. Additionally, Live Nation recently put on sale a 33-city tour for Shakira.
“Live Nation already works with some of the world’s leading Latin artists, and I look forward to continuing to develop marquee events with these performers as well as up and coming Latin talent,” said Schafer.
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