Live Nation’s newly-formed Latin group has appointed Patricia Flores as VP of Marketing.
Based in Los Angeles, Flores will report to Hans Schafer, SVP of Live Nation Latin.
Flores (pictured) joins Live Nation with 15 years of experience in Latin music. She most recently served as head of Latin Marketing at AEG Concerts and Goldenvoice, overseeing all national marketing strategies and campaigns for major Latin acts such as Mana, Juanes, Romeo Santos, Wisin & Yandel, JLO with Enrique Iglesias, Enrique Iglesias with Pitbull, Prince Royce, Calle 13, and Los Fabulosos Cadillacs.
“Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe,” said Schafer.
“We’ve worked together in the past, and I’ve seen her creative marketing strategies elevate countless projects, so I’m very excited to have her as a key member of the Live Nation Latin team.”
“Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe.”
Hans Schafer, Live Nation Latin
Live Nation formed its Latin department in 2017 to capitalize on the growing Latin live events market in the United States – including touring, festivals, and artist development.
Its projects this year include a 33-city world tour for Shakira as well as global Latin star Juanes’ North American “Amarte Tour”.
During her time with AEG, Flores worked on the comeback of Marco Antonio Solis – with two sold out in-the-round shows at STAPLES Center in Los Angeles. She also worked with Gloria Trevi and Alejandra Guzman on their successful Versus Tour.
Prior to AEG, Flores spent nine years with Universal Music Latino in both Los Angeles and Miami, where she developed the company’s Latin Alternative roster in the U.S. working with bands like Molotov, Control Machete, Inspector, and La Secta All Star.
She moved on to national publicity for the entire client roster at the major, eventually becoming Label Manager for acts including Enrique Iglesias, Juanes, Paulina Rubio, and Belanova.
Photo Credit: Gils WeberMusic Business Worldwide