A division of Sony Music Entertainment (“SME”), Sony Music Masterworks has 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 two million tickets over the last five 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.
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.”