How Arenas Are Driving the Global Growth of Latin Music: ‘It’s About Creating Experiences’
Categoria: Musica
Promoters and managers from Spain and Puerto Rico discussed the current impact of venues at Billboard Latin Music Week 2026.
Por Billboard | 26/10/2026
The importance of concert venues in the growth of live music — highlighting how the artist and audience experience, safety, production and infrastructure influence the success of a show — took center stage on Wednesday (Oct. 21) during Billboard Latin Music Week, with the historic milestone of Bad Bunny’s 2025 residency at the Coliseo de Puerto Rico as a landmark achievement in the Spanish-speaking music world. During the panel “The Spanish-Speaking Touring Corridor: How Arenas Are Powering the Global Growth of Latin Music,” presented by Movistar Arena Madrid and the Association of Spanish-Speaking Entertainment Arenas, industry experts Melanie García Vélez , booking manager at the Coliseo de Puerto Rico; Pascual Egea , president of the Association of Music Promoters of Spain, APM; and Felipe Pimiento , artist manager and founder of PIMIENTO ENTERTAINMENT, discussed how collaboration between artists, promoters and venues is the key to creating unforgettable experiences for audiences and ensuring the success of live performances. Related AI-Generated Music and the Future of Creativity Discussed at Billboard Latin Music Week Kenny MacPherson, Veteran Music Publisher and Big Deal Music Co-Founder, Dies at 71 Diddy Moved From New Jersey Prison to Similar Facility in Pennsylvania “A live concert is the ultimate artistic expression that can exist,” Egea said during the conversation, which was moderated by Paz Aparicio , director of Movistar Arena Madrid. “The artist decides, from the moment a person enters the venue, what experience they will have — the music they will hear, the lighting, the opening act… It’s definitely about creating experiences, controlling the moment from the beginning to the end of the concert.” For Pimiento, Latin America boasts world-class arenas where venues prioritize the attendee experience. He emphasized the importance of identifying key locations for touring. “The cities where the show will take place are very important because, for example, when an artist entering the European market gets a show at a venue like Movistar Arena Madrid, it opens doors for them in other countries,” the executive said. The panelists also discussed the economic impact of concerts on cities, the growth of arenas in Latin America, tour planning and the need to adapt venue capacity to match the level of each artist. In this regard, García Vélez highlighted the importance of strong relationships between cities, concert promoters and venues to deliver a unique fan experience. She cited Bad Bunny ‘s 2025 historic 31-date residency at the Coliseo de Puerto Rico José Miguel Agrelot — a groundbreaking milestone for Latin music. “We always strive to be good neighbors,” García Vélez said. “Our priority is the audience — safety first — but also being good neighbors. Right now, the Coliseo de Puerto Rico has boosted the economy and this happens in all venues. It’s been proven time and time again that venues drive local economies