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Puerto Rico has solidified its status as a “big-time exporter,” says Move Concerts promoter Alejandro Pabon, with stars like Bad Bunny, Daddy Yankee, and Marc Anthony being mainstays on the international touring circuits.
Here, Move Concerts has sold out 19 arena shows and more than 250,000 tickets this year alone, which Pabon says he thinks will begin to taper off with market saturation.
“We’re going to have to start promoting shows the old-school way, with more marketing, strategies, and content, as opposed to having shows just sell out as was happening for the last three years,” he says.
Regional Mexican music is on the rise here, with Luis Miguel doing a sold-out, three-show run with Move earlier this year. Coliseo de Puerto Rico booking manager Melanie García Vélez echoes this, saying artists like Grupo Firme, Carín León, and Christian Nodal have all sold out two nights each.
“We’re going to have to start promoting shows the old-school way, with more marketing, strategies, and content, as opposed to having shows just sell out as was happening for the last three years”
ASM Global’s Coliseo de Puerto Rico, the 18,000-capacity, state-of-the-art arena, is celebrating its 20th anniversary this year. The San Juan-based venue sold more than 700,000 tickets across 71 events last year from artists including Ricky Martin, Michael Bublé, Juan Luis Guerra, and Daddy Yankee.
Despite having a world-class arena, a major challenge is the lack of a stadium venue for A-list tours to utilise. Despite that, Puerto Rican artists in the spotlight are a major draw for Spanish-speaking artists and fans to stop by the country.
“We are blessed to have many internationally recognised Puerto Rican artists; this helps us position the island strategically in the industry,” says García Vélez. “This opportunity is often used by international artists who use the coliseo to meet and connect with their Latino audience, giving them the opportunity to visit other Spanish-speaking venues.”
Live Nation also has a hand here, helping bring Travis Scott to the arena for the first time this September.