x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

news

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.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

Hans Schafer to head up new Live Nation Latin divi... AEG Presents' former Latin music chief will lead Live Nation Latin, which aims to "amplify Live Nation’s touring expertise across the Latin genre"
Amy Marks joins Live Nation Media & Sponsorsh... The ex-Bloomberg and People mag exec is Live Nation's first executive vice-president, head of integrated marketing
Live Nation Productions hires two producers Matthew Stein and Ryan Kroft will oversee fiction and factual production, respectively, at Live Nation's growing film and TV division
Steve Ackles, Anna Plumley join Live Nation The pair, formerly of AEG Presents, will be based in Los Angeles as senior directors of touring and marketing, respectively
Lee Anne Callahan-Longo joins Live Nation’s ... Beyoncé's former business manager is joining forces with Guy Oseary at Maverick, which manages Madonna, U2 and Paul McCartney