At a time when Spain is solidifying its position as one of the most active stops for live music in Europe, Proactiv Entertainment is refocusing its strategy around the concert business.
Until now, the company had built its business around family events, exhibitions and concerts, with operations in Europe, the Middle East and Asia. In this new phase, live music takes center stage.
This shift coincides with a period of growth for live music in Spain, which surpassed $930 million in revenue in 2025, an 11.2% increase compared to the previous year, according to the Association of Musical Promoters. Proactiv enters this phase with considerable scale. Over the past three years, the company has produced more than 2,000 shows, welcomed over 10 million attendees and sold more than 4 million tickets, generating almost $82 million in revenue in 2025 alone.
To mark this new stage, the company recently unveiled a rebranding under the slogan “Feel it Live!”
“We’ve been intensifying our focus on live music for years, but having the right team in place was key to taking this step with confidence,” Proactiv CEO Nicolás Renna tells Billboard Español. “Now, the conditions — experience, team and vision — are in place to make it the central axis of the business.”
To lead this new phase, Proactiv Entertainment has brought on Chen Castaño, an executive with more than three decades of experience in the industry. Her career includes major international festivals such as Rock in Rio and more than a decade at Planet Events @ Live Nation, where she contributed to tour development.
For Castaño, the strategy involves expanding tours’ reach beyond Spain. “Considering our presence in Europe, the Middle East and Asia, we can offer a unique value in tour development,” she says. “For artists, it’s not just about working in the Spanish market but having a partner that can support them in multiple regions where we already have infrastructure.”
Joining Castaño are José Vela in business development and journalist Beatriz de la Guardia in communications and marketing. Both have experience working on tours for artists such as Maná, Paul McCartney, Juanes, Alejandro Fernández and Carlos Vives. They will operate out of Madrid in coordination with Sony Music.
In 2026, Proactiv Entertainment is spearheading the farewell tour of Argentine artist Dante Gebel, the Spanish debut of Brazilian singer Pedro Sampaio and the first tour in Spain for regional Mexican artist Eden Muñoz. All have sold-out shows.
These projects highlight a clear focus for Proactiv: international artists — particularly Latin artists — with the ability to mobilize audiences in the Spanish market. “Our main differentiation lies in our understanding of the local market,” Renna adds. “We’re not looking for one-off operations but to build sustained projects alongside artists and their teams.”
