Live Nation Entertainment has launched Live Nation Latin, a newly-formed department that will focus on increasing the company’s presence in the growing Latin live events market in the United States – including touring, festivals, and artist development.
Hans Schafer (pictured) has been appointed Head of LN Latin.
He joins Live Nation from AEG, will be based out of Beverly Hills, Calif. and will report to Bob Roux, Co-President, Live Nation US Concerts.
“Fan demand for live events is rising across the board, and we have been seeing increased demand for Latin live events right in lock step with the overall market,” said Roux.
“Hans’ specific insights and experience related to the Latin Touring business and his valuable talent relationships will allow Live Nation to continue to grow this important segment of live entertainment.”
In 2017, Live Nation produced major Latin shows including Enrique Iglesias and Pitbull Live! Tour, Prince Royce’s Five Tour, as well as Ricky Martin’s Las Vegas residency at Monte Carlo’s Park Theater.
“Hans’ specific insights and experience related to the Latin Touring business and his valuable talent relationships will allow Live Nation to continue to grow this important segment of live entertainment.”
Bob Roux, Live Nation
The team also booked and promoted events for Mana, Marco Antonio Solis, Ana Gabriel, Alejandra Guzman and Gloria Trevi, Gerardo Ortiz, Miguel Bose, Los Temerarios, and Alejandro Fernandez.
Additionally, Live Nation recently put on sale a 33-city tour for Shakira, whose current ticket sales indicate she is poised for yet another record breaking tour.
“Live Nation already works with some of the world’s leading Latin artists, and I look forward to continuing to develop marquee events with these performers as well as up and coming Latin talent,” said Schafer.
Schafer most recently served as Director of Latin Talent for AEG Live where he led the efforts on the company’s Latin business, overseeing the department’s national booking strategy and marketing teams.
Prior to joining AEG Live, he was the Director of Brand Partnerships for Universal Music Latin Entertainment, where he lead brand partnerships for the labels’ 100+ artists.
Prior to his position at Universal Music Latin Entertainment, Schafer was a member of the programming team at mun2, an NBC Universal owned cable and satellite television network, where he oversaw Talent and Artist relations and all bookings for the bi-lingual cable network across all genres.Music Business Worldwide
