NEW
YORK, May 18, 2023 /PRNewswire/ -- Sony Music
Masterworks, a division of Sony Music Entertainment ("SME"),
today announced a majority investment in Barcelona-based Proactiv Entertainment,
a leading producer of live music and experiential events around the
world.
The company — which has sold 2 million tickets over the last 5
years — works with top talent and brands to stage concerts and
festivals, touring and immersive experiences based on established
intellectual property, and live productions of family shows,
theatre, musicals, and other entertainment.
Under the agreement, Proactiv Entertainment's
managing director Nicolas Renna will
continue to lead the company's day-to-day operations and work
closely with Masterworks President Mark
Cavell, as well as Sony Music Spain & Portugal President
Jose-Maria Barbat on behalf of SME's
Latin Iberia region, to grow the business through an expanded range
of events, venues, and experiences.
Founded in 1987 by Horacio Renna,
a pioneer in event production in the Spanish and Latin American
markets, Proactiv Entertainment's live music shows and events have
included performances in Spain by
Andrea Bocelli, Malu, Juan Luis Guerra, Dani
Martin, Juanes and Maluma, among others. It has also
delivered world class shows based on top international IP such as
Disney on Ice, Disney Live!, The Lion King, WWE Live, Hamilton, the Harlem Globetrotters, Monster
Jam, Harry Potter In Concert, Star
Wars In Concert, Walking with Dinosaurs, Marvel Universe Live and
Peppa Pig, among others. Proactiv Entertainment is also the
producer behind the touring experiences of Meet Vincent Van Gogh,
FC Barcelona Exhibition, and Secret Garden.
Mark Cavell, President of Sony
Music Masterworks, commented, "We are thrilled to partner with
Nico and Horacio Renna to take
Proactiv Entertainment's business to the next level and help more
leading artists and brands connect with fans through high-quality
productions globally. They have a strong vision and key creative
relationships around the world. Taken together with Sony Music's
expertise, resources, and broad portfolio of live entertainment
properties, we look forward to creating even more innovative live
experiences for audiences everywhere."
Nicolas Renna, Managing
Director of Proactiv Entertainment stated, "I feel very proud
to continue my father's legacy, as well as the work I began at
Proactiv Entertainment almost 20 years ago, with a partner like
Sony Music Entertainment. We share vision and values, and we are
firmly committed to creating a global leader in production and
promotion of live experiences. With the support of Mark Cavell and the rest of the team across
SME's global network, we will access new territories, grow our
portfolio of properties and generate emotions to new
audiences."
Horacio Renna, Founder of
Proactiv Entertainment, added, "I am very happy and proud that
Proactiv Entertainment, which I founded over 35 years ago, is
joining the Sony Music Entertainment family. We have built our
company to be one of the leaders in our sector and a
standard-bearer through our values, professionalism, and hard work.
Today starts a new era of success, made even greater by a partner
with such great history and world-class capabilities."
The relationship with Proactiv Entertainment is
the latest in a series of strategic partnerships and agreements
advancing Sony Music Masterwork's growth as a multi-faceted
worldwide entertainment business. Investments by Sony Music
Masterworks include Backyard Cinema, an experiential cinema
event producer; Culture Creative, a production and project
management team specializing in developing site-specific and
bespoke projects in unique heritage and landscape settings;
Holland-based GEA Live,
which designs, represents and produces shows and experiences based
on prominent IP in music, film, television, anime, and gaming;
The Luna Entertainment Group, the UK market-leader of
open-air, drive-in and pop-up cinema experiences which also stages
high quality location-based entertainment experiences, exhibitions
and events; MAC Global, an award-winning, pan-regional
concert promotion, talent management, events and production company
based in Dubai, United Arab
Emirates; Raymond Gubbay Ltd., the music, dance &
Light Trail/Lightscape promoter;
RoadCo Entertainment, the New York-based a producing and distribution
agency specializing in live entertainment experiences;
Seaview, the Tony and
Olivier award-winning media company with theater, film, TV, and
digital verticals; Senbla, the London-based producer/promoter of quality
music, theater and immersive events, shows and festivals; and
Terrapin Station Entertainment, an artist management, tour
production and sports/stadium consultancy company which specializes
in family-friendly and brand-led events, immersive exhibits, game
shows, and charity concerts.
Sony Music Masterworks comprises Masterworks, Sony Classical,
Milan Records, XXIM Records, and
Masterworks Broadway imprints. For email updates and information
please visit
www.sonymusicmasterworks.com/.
For more information and upcoming announcements about
Proactiv Entertainment visit
https://proactiventertainment.com/en/home.
MEDIA CONTACT:
Larissa Slezak | Sony Music
Masterworks
Larissa.Slezak@sonymusic.com
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SOURCE Sony Masterworks