Live Nation Latin Welcomes Patricia Flores as VP of Marketing

Latin Rock Star Juanes – Photo Credit: Gils Weber

LOS ANGELES (January 23, 2018) – Today, Live Nation Entertainment, the world’s leading live entertainment company, announced the hire of Patricia Flores as VP of Marketing for its newly formed Live Nation Latin group. Based in Los Angeles, Flores will report to Hans Schafer, SVP of Live Nation Latin. Flores joins Live Nation with 15 years of experience in Latin music, including many years on the live sector of the industry at Goldenvoice and AEG Concerts.

“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.”

Live Nation officially formed its Latin department in 2017 to increase the company’s presence in the growing Latin live events market in the United States, including touring, festivals, and artist development. Live Nation Latin is focused on amplifying Live Nation’s promotions expertise across the Latin genre. The team is already involved in a number of projects, and in 2018 Latin music fans can look forward to a 33-city world tour for Shakira, whose current ticket sales indicate she is poised for yet another record-breaking tour; global Latin superstar Juanes’ North American “Amarte Tour” with fast-rising Latin alternative artists Mon Laferte; the final leg of the highly-acclaimed ‘VERSUS WORLD TOUR’ from Gloria Trevi and Alejandra Guzman which will end with an epic finale at the Hollywood Bowl, and much more yet to be announced.

Flores 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. The scope of her responsibilities included everything from tour branding, to digital ad allocations, fan engagement across social media, and more. Highlights from her time with AEG include working on the comeback of Marco Antonio Solis with an unprecedented 2 sold out in-the-round shows at STAPLES Center, and the historic union between Gloria Trevi and Alejandra Guzman on their successful Versus Tour. Prior to AEG, Flores was involved in the recorded side of the music business, spending nine years with Universal Music Latino in both Los Angeles and Miami. She started out this phase of her career developing the company’s Latin Alternative roster in the U.S. working with bands like Molotov, Control Machete, Inspector, and La Secta All Star, then moved on to national publicity for the entire client roster, eventually becoming Label Manager for acts including Enrique Iglesias, Juanes, Paulina Rubio, and Belanova.


About Live Nation Entertainment

Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit


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