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Why Live Nation Is Doubling Down on Latin America & How Indie Promoters Are Adjusting: ‘Surf the Wave’
The company is shifting from building relationships to owning local promoters, venues, and infrastructure to support the region's growing live-music market.
This July, Live Nation announced a partnership with Cidade Center Norte to develop a new arena in São Paulo. Projected to open by 2028, the 21,000-capacity venue is expected to be Brazil’s first purpose-built arena and the largest indoor live-entertainment venue in South America.
The deal did not arrive in a vacuum: It’s the latest piece of Live Nation’s broader strategy in Latin America, which dates back nearly a decade but has accelerated since the pandemic, to shift from partnering with existing promoters, venue operators and infrastructure companies to ownership stakes in them. To date, publicly announced deals and projects span markets like Mexico, Colombia, Argentina, Peru, Chile, the Dominican Republic and Brazil, as Live Nation seeks to capture more of the region’s growing demand for live music.
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