Across North America, an increasing number of Latin acts across genres are touring more cities, playing bigger venues and selling more tickets.
Rauw Alejandro performs during his Saturno World Tour 2023 at Miami-Dade Arena on March 11, 2023 in Miami, Florida.Rauw Alejandro sold out two in-the-round shows at Miami-Dade Arena March 11-12, moving over 30,000 tickets and more than doubling his 2022 ticket sales at the same venue, according to Billboard Boxscore. The feat highlights North America’s growing Latin touring market as an increasing number of acts across genres tour more cities, play bigger venues and sell more tickets.
“There’s no limitation when you look at Latin,” says Hans Schafer, senior vp of Latin touring for Live Nation. “You see high-demand artists who can command high-demand tickets. You see other artists who are coming in and are offering accessible ticket prices, and people are paying them. Latin is also seeing more non-Latin fans come to their shows versus other genres.”Likewise, concert promoters who were once only marginally interested in Latin touring, if at all, are now embracing it.
“Latin is more mainstream now,” says CAA agent Bruno del Granado, whose client list includes Luis Fonsi and Gloria Estefan. “Everybody wants to be in Latin, not just the small mom-and-pop promoters.”
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