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Event and Touring Upstart Loud and Live Set Out to ‘Own Latin Music in the U.S.’

Event and Touring Upstart Loud and Live Set Out to ‘Own Latin Music in the U.S.’

CEO Nelson Albareda previously headed experiential marketing company Eventus.

Nelson Albareda doesn’t hedge when asked to state the goal of his new company, Loud and Live: “To own Latin music in the U.S. in the next five years.”

Miami-based Albareda’s previous company, Eventus, which he founded in the mid aughts, quickly grew from a local Latin event promoter to a leading multicultural experiential marketing company before he sold it in 2013 to Advantage Solutions. (In addition to his other achievements, Albareda picked up a Grammy in 2012 as a producer of Cuban bass legend Cachao’s final recording).

“Loud and Live is going to be Eventus on steroids,” Albareda says. “Very, very strong in the entertainment world.”

Albareda describes the company’s focus as threefold: developing event properties, offering experiential and digital marketing services, and booking tours and one-off concerts through its entertainment division. 

The seven-month-old company has already staked a claim in the Latin touring market, presenting a 16-city tour for Venezuelan crooner Franco da Vita, and concerts by both Marco Antonio Solis and Ricardo Montaner. Loud and Live will bring Isabel Pantoja to Miami’s James L. Knight Center in February for the Spanish singer’s first U.S. show since being released from prison in Spain. (She was sentenced on money laundering charges in 2014.)

Albareda, who says he “has high hopes about working with young talent,” is developing a U.S. tour for Dominican singer Vicente Garcia, who won Best New Artist at the 2017 Latin Grammys. 

Loud and Live’s scope is not limited to Latin music. Last August, the promoter presented the Tequila Bay Country Music Festival in Miami, and the company has recently acquired a stake in Wodapallooza Fitness Festival, which will take place in Miami in January 2018.

As far as Latin is concerned, Albareda is not phased about finding a niche in a live music market dominated by global heavy hitters AEG and Live Nation,  which recently announced the creation of Live Nation Latin, which will focus on Latin touring.

“I think we are fresh,” Albareda says. “We have experience in bringing a marketing, technology and digital approach to live entertainment that I think nobody has had, and I think that experience and [our ability to] make artists feel at home will be our success.” 

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