Live Nation makes three new hires to expand Latin touring strategy across North America

Ricardo Taco

Ricardo Taco has joined Live Nation to lead the company’s Latin music strategy for its Concerts division across Canada.

Claudia Valencia has also been named Tour Director at Live Nation, based out of Guadalajara, Mexico, and Maritsa Restrepo takes on the role of Ticketing Coordinator, based out of Los Angeles. Live Nation says that Both will be dedicated to providing expertise to the company’s Latin division.

Taco will be responsible for growing the company’s Latin music presence in Toronto and throughout Canada.

He will work closely with Riley O’Connor, Chairman of Live Nation Canada, and will act as the liaison between Hans Schafer, Live Nation’s SVP of Global Touring, and the company’s Latin booking team globally.

Taco will help develop Latin touring shows for Canadian venues of all sizes, and will expand into the country’s festivals and outdoor properties.

Taco has previously been an independent promoter and has partnered with Live Nation and other promoters in various capacities over the past 15 years in Ontario, Canada.

He’s promoted and marketed artists such as Wisin Y Yandel, Ozuna, Maluma, J Balvin, Farruko, Arcangel, Jerry Rivera, Rosalia, J Quiles, Juanes, Grupo Niche and DeLaGhetto.

As Tour Director, Claudia Valencia will be building and executing business strategies for Latin tours run by Live Nation, including artists such as Pepe Aguilar, Sebastián Yatra, Wisin Y Yandel, and Los Ángeles Azules.

Claudia Valencia began her career by working with Latin artist, Maná, for over a decade.

Following that, Valencia worked as a Tour Rep for Live Nation Touring, where she worked with artists such as Romeo Santos, Aventura, J Balvin, Marco Antonio Solis, and Luis Miguel, before working as an Independent Talent Manager at Vibras Lab.

Maritsa Restrepo has experience working in various box offices, such as at The Classic Center in Athens, GA.

In Restrepo’s new role as Ticketing Coordinator, she will assist with tour set-ups, facilitate promotions, and aid in communication between artist teams and venues.

“Canada is a strong Latin music market.”

Hans Schafer, Live Nation

Hans Schafer, SVP of Global Touring for Live Nation, said: “We have steadily grown our Latin division at Live Nation with experts who understand the music and represent Latin fans, allowing us to better service our artists.

“Canada is a strong Latin music market, and our new key touring hires will help set the strategy to continue building on our expansion to reach new audiences throughout North America.”

Live Nation’s Latin division was launched in 2017, and since then has expanded its presence in Latin music through a number of hires and key deals.

In June, Daryivett Romo joined the company as Director of Latin Tour Marketing, Katrina Rodriguez was named Manager of Latin Tour Marketing, Stephanie Rodriguez was appointed Latin Tour Marketing Coordinator, and Nadia Hernandez joined Live Nation as the Concerts’ division Director of Latin Communications.

In 2021, Live Nation also acquired a majority stake in Mexico-based concert promoter OCESA Entretenimiento, in a deal worth almost $450 million.Music Business Worldwide

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