Sony Music Masterworks acquires majority stake in Proactiv Entertainment

Photo credit: Sony Music Masterworks

Sony Music Masterworks has announced a majority stake in Barcelona-based Proactiv Entertainment.

Proactiv Entertainment is a leading producer of live music and experiential events around the world. The company has sold 2 million tickets over the past five years and partners with top talent and brands to host concerts, festivals, tours and immersive experiences.

As part of the agreement, Nicolas Renna, Managing Director of Proactiv Entertainment, will continue to oversee the day-to-day operations of the company, working closely with Masterworks President Mark Cavell, as well as Jose-Maria Barbat, President of Sony Music Spain & Portugal region, on behalf of SME’s Latin Iberia. Proactiv Entertainment will help grow its business through an expanded range of events, venues and experiences.

Proactiv Entertainment was founded in 1987 by Horacio Renna, a pioneer in event production in the Spanish and Latin American markets. The company’s live music shows in Spain have included performances by Andrea Bocelli, Malu, Juan Luis Guerra, Dani Martin, Juanes and Maluma, among others.

“We are thrilled to be working 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 worldwide through quality productions,” added Mark Cavell , President of Sony Music Masterworks. “They have a strong vision and important creative connections around the world. Combined with Sony Music’s experience assets and broad portfolio of live entertainment offerings, we look forward to creating even more innovative live experiences for audiences around the world.”

“I’m very proud to continue my father’s legacy and the work I started at Proactiv Entertainment nearly 20 years ago with a partner like Sony Music Entertainment,” added Nicholas Renna, Managing Director of Proactiv Entertainment. “We share vision and values ​​and are determined to create a global leader in the 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 expand into new territories, expand our real estate portfolio and engage new audiences.”

“I am very happy and proud that Proactiv Entertainment, which I founded over 35 years ago, is joining the Sony Music Entertainment family,” added Horacio Renna, Founder of Proactiv Entertainment. “We have made our company one of the leaders in our industry and a pioneer through our values, professionalism and hard work. A new era of success begins today, made even greater by a partner with such a rich history and world-class capabilities.”

Lisbeth R. Barron initiated the transactions and Barron International Group, LLC represented Proactiv Entertainment as exclusive and strategic financial advisor.