Concert giant Live Nation has expanded its dedicated Latin touring team with four new key hires.
Daryivett Romo has joined the company as Director of Latin Tour Marketing while Katrina Rodriguez has come on as Manager of Latin Tour Marketing.
In addition, Stephanie Rodriguez has joined as the new Latin Tour Marketing Coordinator.
Nadia Hernandez has also joined Live Nation as the Concerts’ division new Director of Latin Communications, overseeing press initiatives and building out Latin media strategies for all of Live Nation’s Latin tours and touring artists.
The new hires join Fabi Kulick who was announced last year as Live Nation Concerts’ Head of Latin Tour Marketing. The Latin Concerts team at Live Nation has now grown to handle national and regional touring, as well as national and regional marketing strategies for its slew of tours including Bad Bunny, Los Bukis, Maná, Marco Antonio Solís, Rosalía, and more.
Recently, the live entertainment company also announced Maria Lanao as the new Latin Talent Buyer for the Northeast as well as the addition of two new Regional Marketing Directors as part of the Latin touring team, Gabriela Ortega in the Southeast and Lucy Herrera in the Midwest.
Prior to joining Live Nation, Daryivett Romo spent the past eight years at CMN Events where she worked as Project Manager, overseeing routings, box office setups, media buying, travel logistics and day of show settlements for major tours such as Juan Gabriel, Maluma, Alejandro Fernandez and Ricardo Arjona.
Before CMN, Romo also worked at Viva Entertainment and Univision Radio Chicago in various roles. As the new Director, Latin Tour Marketing, she’s currently working on 38 dates for Wisin y Yandel – who recently broke records for the most sold-out shows in one day – 40 shows for Gloria Trevi and 35 for Los Angeles Azules, among other tours.
Previously, Katrina Rodriguez was the Brand Partnerships Manager at Universal Music Group where she spent three years working with the company to develop strategies and foster relationships with brands and agencies to secure partnerships for artists on the UMG Latin roster.
Prior to UMG, she also worked at The Greek Theatre in Los Angeles, where she helped execute the production of hundreds of concerts and events. Rodriguez is already taking on a long list of tours, with Bunbury, Santa Fe Klan, Rels B, Enanitos Verdes, Gera MX, among others.
Meanwhile, Stephanie Rodriguez brings 10 years of experience to the role of Latin Tour Marketing Coordinator, having previously worked at entertainment companies such as iHeart Media and SBS Radio.
In her new position as Latin Tour Marketing Coordinator, Rodriguez will be involved in 20+ tours, including prominent names in the Latin music space, such as Bad Bunny, Los Bukis, Wisin y Yandel and Angela Aguilar.
Nadia Hernandez comes to Live Nation with an impressive and well-established public relations background and more than 15 years’ experience. Most recently, she worked at Cashmere Agency as the Senior Director, Brand PR, where she led strategy for Taco Bell, Coca-Cola, and Danone.
Before Cashmere, Hernandez worked at The Walt Disney Company as a Consumer Products Communications Manager.
In her new role, Hernandez will be overseeing theater shows, as well as global and national Latin tours.
“Live Nation is the largest promoter of Latin shows and as our artist roster as well as fan demand continues to grow, we are building a global team to serve artists and fan experiences better and at a bigger scale than ever before.”
Hans Schafer, Live Nation
Hans Schafer, SVP of Global Touring, Live Nation, said: “Live Nation is the largest promoter of Latin shows and as our artist roster as well as fan demand continues to grow, we are building a global team to serve artists and fan experiences better and at a bigger scale than ever before.”
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