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AEG Presents' former Latin music chief will lead Live Nation Latin, which aims to "amplify Live Nation’s touring expertise across the Latin genre"
By Jon Chapple on 14 Nov 2017
AEG’s former director of Latin talent, Hans Schafer, has joined Live Nation as head of Live Nation Latin, a newly formed department dedicated to increasing the company’s presence in the growing US market for Latin music.
Encompassing concerts, festivals and artist development, Live Nation Latin will build on the company’s recent Latin successes, which include the Enrique Iglesias and Pitbull Live! tour, Prince Royce’s Five tour and Shakira’s upcoming El Dorado world tour, to “amplify Live Nation’s touring expertise across the Latin genre”, says the touring giant.
Schafer will report into Live Nation’s co-president of US concerts, Bob Roux, who comments: “Fan demand for live events is rising across the board, and we have been seeing increased demand for Latin live events in lock step with the overall market.
“We have been seeing increased demand for Latin live events in lock step with the overall market”
“Hans’s 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 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,” adds Schafer.
Bolstered by the record-breaking success of Luis Fonsi’s ‘Despacito’, 2017 has been called the year of the ‘Latin music revolution’ as a result of the genre’s newfound popularity among non-Hispanophone audiences.
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