Concert promotion and live events company AEG Presents has partnered with Cárdenas Marketing Network (CMN), a Chicago-based international Latin music powerhouse, to create what they describe as “the world leader in live Latin music.”
The two companies will work together to create “elevated and expanded experiences” for artists and audiences globally, according to a press release on Wednesday (March 13).
“We are excited to partner with AEG Presents, one of the most powerful global forces in live entertainment. I have known [AEG Presents Chairman and CEO] Jay Marciano for over 40 years and have deep respect for all his accomplishments and the tremendous business that he has built at AEG Presents. Together we look forward to making an even greater impact on the explosive growth in the Latin market,” said Henry Cardenas, CMN Founder and CEO.
CMN, founded by music entrepreneur Cárdenas in 2001, has been instrumental in promoting global tours for acclaimed artists such as Marc Anthony, Bad Bunny, J. Balvin, Daddy Yankee, Don Omar, Chayanne, Ana Gabriel, and Nicky Jam, among many others.
“I have known Jay Marciano for over 40 years and have deep respect for all his accomplishments and the tremendous business that he has built at AEG Presents.”
Henry Cardenas, Cárdenas Marketing Network
Notably, CMN recently launched the largest global Latin music tour headlined by six-time Grammy winner Luis Miguel, comprising over 200 performances. The company’s influence extends beyond music, with involvement in organizing iconic friendly soccer matches in the US, including the renowned El Clásico clash between Argentina and Brazil at MetLife Stadium, and the historic soccer showdown at Lambeau Field between Bayern Munich and Manchester City.
Recently, CMN acquired the agency of record title for the Hispanic-focused promotion and media strategy for Family Entertainment icons FELD Entertainment, Professional Bull Riders (PBR) & Harlem Globetrotters.
Marciano said in a statement: “Henry is a true entrepreneur and visionary, and what he and his team have built is simply awe-inspiring. We have been looking to expand our presence in Latin music and concerts for quite some time, and it was important that we took the time to find the right partner; we found it in Henry and CMN.”
“We have been looking to expand our presence in Latin music and concerts for quite some time, and it was important that we took the time to find the right partner; we found it in Henry and CMN.”
Jay Marciano, AEG Presents
“AEG Presents has always placed a premium on preserving the identity and unique voice of our partner brands while providing them with the support and infrastructure to expand their reach and influence. Cárdenas Marketing Network is the most recognized and trusted name in Latin concert promotion, and we are so proud to welcome Henry and his team to the family.”
AEG boasts an extensive portfolio encompassing tours, festivals, venues, subsidiaries, and partners featuring globally recognized names such as BLACKPINK, Celine Dion, Elton John, Paul McCartney, The Rolling Stones, Ed Sheeran, Taylor Swift, Tyler, The Creator, Paul McCartney, and Katy Perry. Among its acclaimed festivals are the British Summertime Hyde Park, Coachella Valley Music and Arts Festival, Electric Forest, New Orleans Jazz & Heritage Festival, Rock En Seine, and Stagecoach.
The company’s array of music venues includes iconic destinations like Brooklyn Steel, Eventim Apollo Theatre, Mission Ballroom, and Webster Hall, with forthcoming venues such as The Pinnacle in Nashville, Tennessee, and The Olympia in London, UK. Its subsidiaries and partner brands encompass promotion companies like The Bowery Presents, Concerts West, Goldenvoice, Marshall Arts, Messina Touring Group, PromoWest Productions, and Zero Mile.
The partnership with CMN is AEG’s latest after striking a multi-year naming rights deal with NBC Universal‘s Peacock streaming service for L.A. Live’s Microsoft Theater. As part of the deal, Microsoft Theater has been renamed to Peacock Theater.
Music Business Worldwide