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Second AEG exec defects to Live Nation Latin

Patricia Flores, formerly head of Latin marketing at AEG and Goldenvoice, joins Live Nation's new Latin music operation as VP of marketing

By IQ on 24 Jan 2018

Patricia Flores, Live Nation Latin

image © Gils Weber

Live Nation has hired Patricia Flores, a 15-year veteran of the Latin music industry, as vice-president of marketing for its new Live Nation Latin division.

Flores (pictured) most recently served as head of Latin marketing at AEG/Goldenvoice, and will report to Live Nation Latin SVP Hans Schafer – also an AEG alumnus.

“Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe,” says Schafer. “We’ve worked together in the past, and I’ve seen her creative marketing strategies elevate countless projects, so I’m very we excited to have her as a key member of the Live Nation Latin team.”

Encompassing concerts, festivals and artist development, Live Nation Latin was formed in November 2017 to 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  El Dorado world tour.

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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