How Arenas Are Driving the Global Growth of Latin Music: ‘It’s About Creating Experiences’
Billboard ·
Promoters and managers from Spain and Puerto Rico discussed the current impact of venues at Billboard Latin Music Week 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.
“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 — not just the economy of the venue itself, but also that of small and medium-sized businesses, boutiques, bars — everything. It moves the entire country.”
Regarding the need to tailor venue capacity to an artist’s level, Egea pointed out that digital success doesn’t necessarily guarantee the same ticket sales across different markets. “Each market is individual, which is why it’s important to work with agents and managers. We want venues and promoters to educate us about what’s happening in the market and which venue would be a good match for the artist,” he explained. “All artists want big venues. To reach Movistar Arena, you have to start small.”
He added that the live music industry must also invest in smaller venues that can host emerging artists who, in the future, will be filling arenas.
Meanwhile, García Vélez also emphasized that ticket pricing is a crucial factor in the success of tours, concerts and arenas worldwide. “Ticket sales are an important topic,” said the Puerto Rican agent. “How much will the tickets cost to make them accessible to fans. Ticket prices in Puerto Rico are not the same as in Miami.”
“The price,” added Egea, “should depend on the experience you provide to the audience.”