From Billboard · Steve Knopper · · 1m 20s
Latin Touring Boom
Latin artists now dominate global tours with record sales and new arenas across Latin America.
In brief
Latin artists now dominate global tours with record sales and new arenas across Latin America. Latin artists gross over $100 million each in 2024, driving new arenas and infrastructure in Latin America. Originally reported by Billboard.
Latin Touring Surge
Latin artists now gross over $100 million each in 2024, with Bad Bunny, Luis Miguel, and Karol G leading the charge.
“In 2024, Luis Miguel, Bad Bunny and Karol G were among the five performers who grossed over $100 million apiece, according to Billboard Boxscore”
Madrid Arena Growth
Movistar Arena in Madrid sold out six Latin American concerts in 2019, now expects 55 to 60 shows this year.
“In 2019, the venue that holds more than 17,000 fans put on six concerts by Latin American music stars; this year, that number will be 55 to 60”
Spanish Audience Boost
Spanish-speaking audiences outperform English-speaking ones for Latin artists, with higher ticket sales and attendance.
“The audience is bigger when a Spanish speaker is performing than when an English speaker is performing”
New Arenas in Latin America
Latin American cities are building new arenas, including a 21,000-capacity venue in São Paulo and a 40,000-seat open-air arena in Medellín.
“In July, Live Nation announced it is partnering with a São Paulo city district to build a 21,000-capacity venue; OCESA Colombia is celebrating the one-year anniversary of its Vive Claro Distrito Cultural open-air arena that fits 40,000 and has moved over 300,000 tickets in the past 12 months”
Industry Shift
Agents and managers now see real economic viability in Latin American tours, with growing confidence in the market.
“They’re looking at the numbers that the Latin artists are producing and the kind of money they’re making in these markets and they’re starting to understand there’s real economic viability here”
Mexico's Infrastructure
Mexico has new venues like Arena Guadalajara and Estadio BBVA, attracting international stars such as Shakira and Paul McCartney.
“In Mexico, more artists have been willing to tour, according to Alejandro Arce Saldivar, director general of regional arena promoter Zignia Live, because of newer venues like Arena Guadalajara (which opened a year ago with a Maroon 5 concert) and 11-year-old Estadio BBVA in Monterrey (where Paul McCartney and Shakira have performed)”
Global Touring Demand
Latin artists are selling out arenas in Europe, with Rosalía and others drawing large crowds in Paris, Milan, and Amsterdam.
“Latin American stars such as Maluma, Rauw Alejandro and Rosalía have sold out arenas throughout Europe recently, and not just in Spain but in Paris, Milan and Amsterdam”
Logistics Challenges
Touring logistics remain difficult, with gear transport and local infrastructure gaps affecting international artists.
“When an artist comes from beneath the stage, like in a K-pop show, they might need seven lifts, they might be available in Argentina, but not São Paulo, [or] Mexico City, [or] Bogotá”
Here's the gist
Latin artists gross over $100 million each in 2024, driving new arenas and infrastructure in Latin America.
