NEW YORK, May 18, 2023 /PRNewswire/ — Sony Music Masterworks, a division of Sony Music Entertainment (“SME”), in the present day introduced a majority funding in Barcelona-based Proactiv Entertainment, a number one producer of reside music and experiential occasions all over the world.

The firm — which has bought 2 million tickets over the past 5 years — works with high expertise and types to stage concert events and festivals, touring and immersive experiences based mostly on established mental property, and reside productions of household exhibits, theatre, musicals, and different leisure.

Under the settlement, Proactiv Entertainment’s managing director Nicolas Renna will proceed to guide the corporate’s day-to-day operations and work intently with Masterworks President Mark Cavell, in addition to Sony Music Spain & Portugal President Jose-Maria Barbat on behalf of SME’s Latin Iberia area, to develop the enterprise by way of an expanded vary of occasions, venues, and experiences.

Founded in 1987 by Horacio Renna, a pioneer in occasion manufacturing within the Spanish and Latin American markets, Proactiv Entertainment’s reside music exhibits and occasions have included performances in Spain by Andrea Bocelli, Malu, Juan Luis Guerra, Dani Martin, Juanes and Maluma, amongst others. It has additionally delivered world class exhibits based mostly on high worldwide IP reminiscent of Disney on Ice, Disney Live!, The Lion King, WWE Live, Hamilton, the Harlem Globetrotters, Monster Jam, Harry Potter In Concert, Star Wars In Concert, Walking with Dinosaurs, Marvel Universe Live and Peppa Pig, amongst others. Proactiv Entertainment can be the producer behind the touring experiences of Meet Vincent Van Gogh, FC Barcelona Exhibition, and Secret Garden.

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.”

Nicolas Renna, Managing Director of Proactiv Entertainment acknowledged, “I feel very proud to continue my father’s legacy, as well as the work I began at Proactiv Entertainment almost 20 years ago, with a partner like Sony Music Entertainment. We share vision and values, and we are firmly committed to creating a global leader in production and promotion of live experiences. With the support of Mark Cavell and the rest of the team across SME’s global network, we will access new territories, grow our portfolio of properties and generate emotions to new audiences.”

Horacio Renna, Founder of Proactiv Entertainment, added, “I am very happy and proud that Proactiv Entertainment, which I founded over 35 years ago, is joining the Sony Music Entertainment family. We have built our company to be one of the leaders in our sector and a standard-bearer through our values, professionalism, and hard work. Today starts a new era of success, made even greater by a partner with such great history and world-class capabilities.”

The relationship with Proactiv Entertainment is the most recent in a sequence of strategic partnerships and agreements advancing Sony Music Masterwork’s progress as a multi-faceted worldwide leisure enterprise. Investments by Sony Music Masterworks embrace Backyard Cinema, an experiential cinema occasion producer; Culture Creative, a manufacturing and challenge administration workforce specializing in growing site-specific and bespoke initiatives in distinctive heritage and panorama settings; Holland-based GEA Live, which designs, represents and produces exhibits and experiences based mostly on distinguished IP in music, movie, tv, anime, and gaming; The Luna Entertainment Group, the UK market-leader of open-air, drive-in and pop-up cinema experiences which additionally phases top quality location-based leisure experiences, exhibitions and occasions; MAC Global, an award-winning, pan-regional live performance promotion, expertise administration, occasions and manufacturing firm based mostly in Dubai, United Arab Emirates; Raymond Gubbay Ltd., the music, dance & Light Trail/Lightscape promoter; RoadCo Entertainment, the New York-based a producing and distribution company specializing in reside leisure experiences; Seaview, the Tony and Olivier award-winning media firm with theater, movie, TV, and digital verticals; Senbla, the London-based producer/promoter of high quality music, theater and immersive occasions, exhibits and festivals; and Terrapin Station Entertainment, an artist administration, tour manufacturing and sports activities/stadium consultancy firm which makes a speciality of family-friendly and brand-led occasions, immersive displays, recreation exhibits, and charity concert events.

Sony Music Masterworks contains Masterworks, Sony Classical, Milan Records, XXIM Records, and Masterworks Broadway imprints. For electronic mail updates and data please go to www.sonymusicmasterworks.com/.

For extra data and upcoming bulletins about Proactiv Entertainment go to https://proactiventertainment.com/en/home.

MEDIA CONTACT: 
Larissa Slezak | Sony Music Masterworks 
[email protected] 

SOURCE Sony Masterworks