How Arenas Are Driving the Global Growth of Latin Music: ‘It’s About Creating Experiences’

On Wednesday (Oct. 21), Billboard Latin Music Week convened to explore the pivotal role concert venues play in the ascent of Latin music on the global stage. The historic 2025 residency of Bad Bunny at Puerto Rico's Coliseo de José Miguel Agrelot served as a testament to the transformative power of live performances. At a panel titled "The Spanish-Speaking Touring Corridor: How Arenas Are Powering the Global Growth of Latin Music," hosted by Movistar Arena Madrid and the Association of Spanish-Speaking Entertainment Arenas, industry leaders Melanie García Vélez, Pascual Egea, and Felipe Pimiento delved into the critical factors that shape unforgettable concert experiences.

Egea emphasized that a live concert represents the pinnacle of artistic expression, with venues shaping the entire attendee journey, from lighting to opening acts. For Pimiento, Latin America's world-class arenas prioritize audience experience, underlining the strategic importance of selecting the right locations for tours. "When an artist enters the European market and gets a venue like Movistar Arena Madrid, it opens doors for them internationally," he explained.

The panelists also underscored the economic ripple effect of concerts, with García Vélez citing the Coliseo de Puerto Rico's significant contribution to the local economy. The discussion further touched on the need to match venue capacity with an artist's level, acknowledging that digital success doesn't always translate to ticket sales across diverse markets.

Egea stressed the importance of tailored venue selection and the industry's responsibility to invest in smaller venues to nurture emerging talent. Crucially, ticket pricing emerged as a key determinant of tour success, with pricing strategies varying across regions to ensure accessibility.