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Marc Anthony plots first and only livestreamed event

Organisers of Marc Anthony’s One Night Only global livestream event are gearing up for what they hope will be the biggest Latin music live stream to date, with tickets selling strongly for the Latin superstar’s first and only virtual concert.

The seven-time Grammy award winner will take to the stage on Saturday 17 April for what is described as an intimate, personal performance that promises viewers “an an experience that cannot be duplicated, not even in a live stage show”.

One Night Only is directed by Grammy winner Carlos Perez (’Despacito’, ‘Vivir Mi Vida’) and produced by Magnus Studios, with worldwide promotion/marketing handled by Miami-based promoter Live and Loud. Global distribution will be managed by Live and Loud Studios, the promoter’s development and distribution arm.

“There is no generation that has not danced to or enjoyed Marc Anthony’s music,” says Nelson Albareda, CEO of Loud And Live, “so it gives us great pride to be able to collaborate with one of the most distinguished and legendary Latin artists of our time, in what will be his first and only virtual global concert.

“It gives us great pride to be able to collaborate with one of the most distinguished and legendary Latin artists of our time”

“Despite not being able to offer live events during this time, these virtual concerts have helped us forge ahead and bring unique experiences to our global audiences.”

“At Magnus Studios, we have set out to create unique content and entertainment experiences for worldwide audiences,” adds Magnus COO Felipe Pimiento. “Music is in our DNA and this will mark the first of many music content productions in our production pipeline; we couldn’t be prouder than starting with our own, Marc Anthony, to set the stage for what’s to come.”

Adds Anthony: “Although for safety reasons we cannot be face-to-face yet, I am sure that this concert will create an incredible magic that will allow me to connect with my audience, wherever they are, and with all those who need a touch of music to move forward; to maintain the passion for life.”

Tickets for One Night Only, which are priced at €20 + €7.24 booking fee, are available from Anthony’s website.

Latin music specialist Loud and Live, which is partnered with leading Latin American promoter Move Concerts, recently promoted Florida’s first concerts of 2021 with three back-to-back shows by ‘Gentleman of Salsa’ Gilberto Santa Rosa.

 


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Gilberto Santa Rosa plays three sold-out shows in FL

Latin music star Gilberto Santa Rosa played three back-to-back, sold-out shows in Florida over Valentine’s day weekend, in some of Florida’s first concerts of 2021.

Santa Rosa, known as the Caballero de la Salsa (Gentleman of Salsa), played to socially distanced audiences outside Dr Phillips Center of the Performing Arts, in Orlando, on Friday 12th and the Fillmore (3,230-cap.), in Miami Beach, on Saturday 13 and Sunday 14 February.

The shows, promoted by Loud and Live, took place in a socially distanced format, with Santa Rosa performing songs including ‘Perdóname’, ‘Conciencia’, ‘Que Alguien Me Diga’, ‘Si Te dijeron’ and ‘Sin Voluntad’ to a crowd separated into Covid-secure bubbles (Dr Phillips show pictured).

“I am very happy to have returned to the stage and received that special energy that the public gives me,” says the five-time Latin Grammy/Grammy winner. “It has been a great privilege to be able to make these presentations in Orlando and Miami after a year of totally atypical concerts.

“We are proud to have brought to the public of Orlando and Miami the live experience they’ve been missing”

“The entertainment industry must come back, and we all have to push ourselves and make the necessary adjustments to make that happen. Hopefully, my experience this weekend will be an incentive to energise our industry wisely and safely.”

Reflecting on the shows, which included guest appearances from La India, Tito Nieves, Victor Manuelle and Aymée Nuviola, Loud and Live CEO Nelson Albareda comments: “This weekend marked the return live music, while at the same time following the pertinent regulations established during the pandemic for the artists and the industry.

“We are proud to have brought to the public of Orlando and Miami – our home – the live experience they’ve been missing and longing for.”

Loud and Live, a leading promoter of Latin music in the US, partnered with Latin America’s Move Concerts at the tail end of 2019.

 


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¡Olé! Industry experts on Latin music’s inexorable rise

Madison Square Garden, NYC’s legendary venue, has borne witness to just about everything over the years: debauchery, madness and all manner of weird and wonderful stage shows. But until J Balvin rocked up this September for an eagerly anticipated sold-out show, it had never played host to enormous, inflatable, pop-art sculptures, a squadron of puffy, bouncy mascots that looked like sentient clouds, or a singer riding across the stage on a huge yellow duck.

¡Por la cultura!” (“for culture!”), he declared, before departing, raucous applause and calls for another encore ringing in his ears. It was yet another milestone in the reggaetonero’s meteoric rise to arenas and the top of the charts, and something of a dream for the Colombian star. But then Latin music – música urbana – is enjoying a surge in popularity all over the globe and giving birth to a new generation of superstars.

Bad Bunny, the Puerto Rican rapper, sold out MSG back in April; Rosalía, the Spanish singer who combines flamenco with pop, has taken Europe by storm. “I believe we are experiencing the best time for Latin music ever,” says Dody Sirena, a founding partner of DC Set Group, one of Brazil’s biggest promoters.

“If you look at the 2019 RIAA mid-year report, you’ll see that Latin music is continuing to grow at a double-digit pace.”

Henry Cárdenas, CEO of the Cárdenas Marketing Network and the recently crowned Billboard Latin Power Player Executive of the Year for 2019, agrees. “Latin American music is the fastest-growing genre in the world, and it has a tremendous commercial force,” he says. “We have witnessed general market artists venturing into the Latin American market, which continues to expand and pique mass appeal.”

música urbana is enjoying a surge in popularity all over the globe and giving birth to a new generation of superstars

That’s an observation echoed by Nelson Albareda, CEO of Miami-based sports and entertainment operation Loud and Live: “Latin music has quickly become the fastest-growing genre in the global market,” he says. “As it pertains to Latin America, genres such as reggaeton, cumbia, bachata and merengue dominate in major markets including Colombia, Mexico, Argentina, Peru, Chile, Ecuador, Dominican Republic and Venezuela.”

That mass appeal means that the genre is “more popular globally than ever before,” according to booking agent Jeremy Norkin of United Talent Agency (UTA). UTA is home to both longstanding Latin music stars such as Pitbull and Sean Paul, and break-out artists like Lali, and Norkin notes that “Latin music has gained a strong presence among multi-genre events that previously haven’t featured the genre.

“For example, Spanish-speaking talent had a significantly larger footprint at 2019’s Lollapalooza festivals in South America.”

The absolute biggest artists remain those who came to prominence during the late-nineties ‘Latin explosion’ – household names who long ago crossed over to ubiquity (think Shakira, Jennifer Lopez, Ricky Martin, Marc Anthony and Enrique Iglesias). But a new generation of musical talent is selling out arenas in Latin America and beyond while racking up staggering streaming numbers and video views; J Balvin and Bad Bunny are just the tip of the iceberg.

Ozuna, Maluma, Luis Fonsi, Becky G, Manuel Turizo and Sech are the most common names cited as representing the future.

A new generation of musical talent is selling out arenas while racking up staggering streaming numbers and video views

“They have tremendous talent,” says Cárdenas, of the latter three in particular, “and they are leading the way for a new generation of stars.”

“Ozuna, Lunay, and Rosalía” are Phil Rodríguez’s choice regarding those ready to ascend to the next level internationally. But Rodríguez, founder of Move Concerts, also notes that it can vary from country to country; in Puerto Rico, for example, trap and reggaeton stars top the charts, while in the USA it’s a more balanced mix of urban acts.

Albareda, whose company recently agreed a deal with Rodríguez’s promoting powerhouse Move Concerts, cites Bad Bunny, J Balvin, Pitbull, Maluma, Ozuna, Daddy Yankee, Romeo Santos, Karol G, Nicky Jam, Farruko, Becky G and Natti Natasha as some of the genre’s biggest stars.

Fernando Moya, of Buenos Aires-based Ozono Producciones cites Maluma, Sebastian Yatra and Tini as his picks, but states, “Paulo Londra, Duki, Wos, Louta and other trap artists are pushing and changing the music charts, having more listeners than pop, reggaeton and Latin music.”

While Latin music has always enjoyed a certain level of popularity – Bruno Del Granado, an agent at Creative Artists Agency, points to Julio Iglesias and Gloria Estefan’s Miami Sound Machine “blowing the door wide open globally” in the 70s and 80s – Cárdenas points to successes by “the Godfathers, Daddy Yankee and Nicky Jam” as opening the floodgates more recently.

“I believe we are experiencing the best time for Latin music ever”

Bad Bunny, too. “You could say he is a poster child for the movement,” says Cárdenas.

And then there’s ‘Despacito’ (which, ironically, translates to “slowly” in English). The song, released in January 2017, was a phenomenon; the official video now has over 6.4 billion views on YouTube, and over 2bn streams on Spotify. It was also the first track primarily sung in a language other than English to pass the billion mark, a game changer that signified a paradigm shift – no longer was an English-language version a necessity for artists looking for hits abroad.

‘Despacito’ also underscored a change in consumer and listening habits. In this brave new world, streams outrank sales and power a model where singles, or a constant flow of new material, matter way more than the narrative and commercial build-up around traditional album campaigns.

Much like in the world of rap and hip-hop, Latin music’s rise has mirrored that of technology and social media, platforms that today’s savvy stars know how to game to their advantage.

“YouTube is the platform of choice for consumers of Latin music,” argues Michel Vega, CEO and founder of Magnus Media, a global management and representative company. “If you look at the top 25 videos globally on any given week, a disproportionate amount will be Latin music.”

“Look at Nicky Jam or Bad Bunny – before, it would have taken an artist years to gain that kind of traction”

Moya believes that radio’s local language format historically held back Latin repertoire. “Digital platforms changed the market, as the audience started to choose what to listening and not just what the radio plays,” he says.

“Before, radio [stations] only played music in English and the native language of the country – they did not experiment with new varieties or styles of music or artists of different countries, regions or cultures. Now, there are no limits. On the contrary, consumers are able to reach random options based on their tastes and have the possibility to discover new types of music, new artist, whatever they want.”

Cárdenas agrees. “Streaming has changed the landscape of the industry for new artists, as these methods of distribution make for easier consumption for the listener. Look at Nicky Jam or Bad Bunny – before, it would have taken an artist years to gain that kind of traction.”

And, as Norkin notes, while word of mouth has always been key, “the difference is that today there are a wide variety of platforms that allow recommendations to be communicated instantaneously and on a massive scale.”

“They have more options than ever to become very popular as an independent”

Such a shift has also seen the new breed of stars ripping up the rulebook and essentially creating new norms as they go. Traditional routes to the top are not as relevant, and artists know their worth.

“Most of them are not interested in advances, 360 deals or traditional media,” says Sirena. “They have more options than ever to become very popular as an independent through distributors or with a major.”

Norkin notes that within this brave new world, some artists got their start – and continue to operate – as their own publishers, record labels and producers. “Many of them even own their own masters,” he says.

A DIY ethic is also strong. While bigger stars still tap into traditional record label systems, Del Granado believes that many new talents “are cognisant that we’re living in a DIY world and so need to do things themselves. From recording to shooting videos to handling social media, they have become masters of their domain.”

 


Continue reading this feature in the digital edition of IQ 86, or subscribe to the magazine here.


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Juan Luis Guerra celebrates Miami success

Grammy- and Latin Grammy-winning artist Juan Luis Guerra broke his own attendance record on Saturday 5 October at American Airlines Arena in Miami, Florida.

Part of Guerra’s national Literal tour, the show played to a sold-out of arena of more than 13,000 fans, and included special appearances from contemporary Latin stars Juanes and Monsieur Periné.

Remaining stops on the Literal tour include Los Angeles (20 October), Washington DC (25 Oct) and Orlando, Florida (27 Oct).

Dominican Republic-born Juan Luis Guerra has won two Grammy Awards and 21 Latin Grammys, and sold more than 70 million records worldwide.

The Literal tour is promoted by Loud and Live, which launched a JV with leading Latin American promoter Move Concerts earlier this week.

 


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Move Concerts allies with Loud and Live

Move Concerts, the largest independent promoter in Latin America, and US entertainment and sports company Loud and Live have announced a joint venture to pool their resources across North, Central and South America.

With over 40 years of live entertainment experience, Move has promoted shows by global icons including Ed Sheeran, the Rolling Stones, U2, Katy Perry, Phil Collins, Bruno Mars and Iron Maiden. It has offices in Argentina, Brazil, Colombia, Chile, Peru, Costa Rica and Puerto Rico.

Move CEO Phil Rodriguez says the partnership “brings two companies together that complement each other. I have full respect for what Nelson has built over the years, and for his drive and vision. He’s building a great team and we share the same ethos: quality before quantity.”

Loud and Live’s entertainment division has produced and managed national tours, festivals and concerts in the United States, working with the likes of Pitbull, Ricky Martin, Chainsmokers, Steve Aoki, Luis Fonsi, Calvin Harris, Roberto Carlos (pictured), Juan Luis Guerra and Franco De Vita.

“t’s a genuine pleasure to be partnering with such an experienced and highly-regarded industry veteran”

“I admire Phil for what he has built and accomplished, and it’s a genuine pleasure to be partnering with such an experienced and highly-regarded industry veteran,” comments Nelson Albareda, CEO of Loud And Live. “We’re looking forward to building off our individual successes in North and South America, as we come together to be a leader in live entertainment across the Americas.”

“We’re extremely proud and excited to be joining forces with Move, and ultimately to leverage our respective resources and capabilities to provide a broader service offering and experience to artists, sponsors and fans,” adds Albareda.

In addition to collaborating on live entertainment content, the JV will be offering brands sponsorship opportunities around live events across the region.

 


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Latin king Roberto Carlos begins world tour with Miami sell-out

After a five-year US touring hiatus, veteran Brazilian singer-songwriter Roberto Carlos has sold out the first show of his new world tour, on Saturday at the American Airlines Arena in Miami.

Carlos (pictured), known as the ‘King of Latin music’, has sold more than 12,000 tickets for the 9 March concert, according to promoters Move Concerts and Loud and Live.

The tour will feature music from his first album in Spanish in 25 years, Amor Sin Límite, and also visit other US cities, including Orlando, New York, Boston, Washington DC and Houston, before heading to Argentina and Europe.

Roberto Carlos has sold more than 150 million albums worldwide, and was recently awarded the Premio Excelencia at the prestigious Premios Lo Nuestro Awards.

 


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