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Country Profile: Uruguay

The world’s leading promoters & the 70+ top markets they operate in.
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Located just north of Argentina’s capital Buenos Aires, Uruguay is a unique link in the South American touring circuit.

A small country compared to its expansive neighbours, Uruguay’s music scene revolves around the capital city of Montevideo, which boasts a handful of modern venues.

The blockbuster tour scene is dominated by Uruguay-based AM Producciones, which will bring Lenny Kravitz, Paul McCartney, Aventura, and Joaquín Sabina to the 60,000-capacity Estadio Centenario in Montevideo over the next year.

Piano Piano, another local promoter, is on almost every arena-level ticket in town, working alongside other promoters to bring prominent Latin stars to the 3.4m residents. It has a busy remainder of 2024, joining forces with many companies to bring acts to Antel Arena: a Marc Anthony show with Chévere Producciones, a Keane gig with Move Concerts, as well as a Young Miko performance.

“Our goal for this venue is to provide Uruguay with the best infrastructure to become a reference place in South America to host these major events”

Uruguay’s premiere arena, the ASM Global-operated Antel Arena (15,000), opened its doors in Montevideo in 2018. Over the past year, Slash and Louis Tomlinson have performed here, adding to an impressive rotation of stars since its opening.

“Our goal for this venue is to provide Uruguay with the best infrastructure to become a reference place in South America to host these major events,” said Javier Emicuri, former CEO of the government-owned telecommunications company Antel, at the time of the announcement.

The music market is hot, attracting numerous multinational players. EB Producciones, which operates in nearly a dozen countries, sold 3,000 tickets for a sold-out show from Chilean-Mexican singer Mon Laferte at the arena back in April.

CEO Eduardo Basagaña says their efforts in advertising and traditional promotion go the distance: “In today’s world, you cannot only do digital promotion – you need to be in the streets as well.”

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