Hans Schafer
Hans Schafer, SVP, Global Touring, Live Nation
Since joining Live Nation in 2017, Hans Schafer, Senior Vice President of Global Touring, has been at the forefront of the growing demand for live Latin music. He has played a pivotal role in establishing Live Nation as the leader in live Latin talent, bringing attention to the impact and importance of Latin music across the industry and worldwide.
Schafer has played a pivotal role in expanding the types and sizes of arenas Latin artists play, as demonstrated by his current project, the RBD reunion tour, and last year’s #1 Latin tour in the world - Bad Bunny’s World’s Hottest Tour. The highly anticipated RBD tour is currently on track to becoming the best-selling Latin tour at Live Nation this year. So far, the Mexican Latin Pop phenomenon, Rebelde (RBD), has sold out the entire international tour within minutes.
Los Bukis’ 2021 run helped open doors for Latin artists playing and selling out stadiums. Aventura followed suit, and Hans also spent most of 2022 promoting Bad Bunny’s historic 21-stadium run while prepping for RBD and Feid’s total sell-out success in pre-sale.
During 2021, Schafer promoted the highly anticipated Los Bukis: Una Historia Cantada and Enrique Iglesias and Ricky Martin Live in Concert tours. Los Bukis reunion tour sold-out 9 stadium dates and went on to become the #6 biggest tour globally and #1 Latin tour, as listed by Pollstar. The co-headlined Enrique Iglesias and Ricky Martin tour, originally scheduled for 2020, grossed nearly $19.3 million and featured special guests including breakout star Colombian-Spanish singer and songwriter, Sebastián Yatra who is now headlining his own runs of shows this year.
Schafer’s expansive portfolio of high-demand tours also includes Aventura’s final run of shows as a group, which was the only Latin tour to sell out the Hard Rock Stadium in Miami prior to Bad Bunny; and Schafer’s first Live Nation project, 2018’s Luis Miguel: Mexico por Siempre tour, scored #14 across genres in Pollstar’s North American top 200 tours and #1 in Latin tours by the same publication.
Live Nation Latin Touring, led by Schafer, shows no signs of slowing down as they continue to open and sell out multiple RBD shows in the USA, Brazil, Mexico, and most recently, Colombia, scheduled to happen later this year. In addition to continuing the anticipated RBD reunion, Schafer is taking the beloved Marco Antonio Solis "El Buki - World Tour" to global stages, including a European leg across Spain, Italy, and UK.
Schafer’s leadership in ushering in Latin musical talent that appeals to audiences of all generations is matched by his ability to build a strong team within Live Nation to support the growing list of record-setting events. That team includes representation of Latinos from a variety of ethnic and cultural backgrounds. Schafer’s understanding of the value of diversity has allowed him to make key hires across the US and Canada, as well as integrate more women across all levels that he oversees at the company.
Since joining Live Nation in 2017, Hans Schafer, Senior Vice President of Global Touring, has been at the forefront of the growing demand for live Latin music. He has played a pivotal role in establishing Live Nation as the leader in live Latin talent, bringing attention to the impact and importance of Latin music across the industry and worldwide.
Schafer has played a pivotal role in expanding the types and sizes of arenas Latin artists play, as demonstrated by his current project, the RBD reunion tour, and last year’s #1 Latin tour in the world - Bad Bunny’s World’s Hottest Tour. The highly anticipated RBD tour is currently on track to becoming the best-selling Latin tour at Live Nation this year. So far, the Mexican Latin Pop phenomenon, Rebelde (RBD), has sold out the entire international tour within minutes.
Los Bukis’ 2021 run helped open doors for Latin artists playing and selling out stadiums. Aventura followed suit, and Hans also spent most of 2022 promoting Bad Bunny’s historic 21-stadium run while prepping for RBD and Feid’s total sell-out success in pre-sale.
During 2021, Schafer promoted the highly anticipated Los Bukis: Una Historia Cantada and Enrique Iglesias and Ricky Martin Live in Concert tours. Los Bukis reunion tour sold-out 9 stadium dates and went on to become the #6 biggest tour globally and #1 Latin tour, as listed by Pollstar. The co-headlined Enrique Iglesias and Ricky Martin tour, originally scheduled for 2020, grossed nearly $19.3 million and featured special guests including breakout star Colombian-Spanish singer and songwriter, Sebastián Yatra who is now headlining his own runs of shows this year.
Schafer’s expansive portfolio of high-demand tours also includes Aventura’s final run of shows as a group, which was the only Latin tour to sell out the Hard Rock Stadium in Miami prior to Bad Bunny; and Schafer’s first Live Nation project, 2018’s Luis Miguel: Mexico por Siempre tour, scored #14 across genres in Pollstar’s North American top 200 tours and #1 in Latin tours by the same publication.
Live Nation Latin Touring, led by Schafer, shows no signs of slowing down as they continue to open and sell out multiple RBD shows in the USA, Brazil, Mexico, and most recently, Colombia, scheduled to happen later this year. In addition to continuing the anticipated RBD reunion, Schafer is taking the beloved Marco Antonio Solis "El Buki - World Tour" to global stages, including a European leg across Spain, Italy, and UK.
Schafer’s leadership in ushering in Latin musical talent that appeals to audiences of all generations is matched by his ability to build a strong team within Live Nation to support the growing list of record-setting events. That team includes representation of Latinos from a variety of ethnic and cultural backgrounds. Schafer’s understanding of the value of diversity has allowed him to make key hires across the US and Canada, as well as integrate more women across all levels that he oversees at the company.