Sony Music Masterworks Acquires Majority Stake in Proactiv Entertainment

Sony Music Masterworks acquires majority stake in Proactiv Entertainment
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Sony Music Masterworks acquires majority stake in Proactiv Entertainment
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Photo Credit: Sony Music Masterworks

Sony Music Masterworks has announced a majority investment in Proactiv Entertainment, based in Barcelona.

Proactiv Entertainment is a leading producer of live music and experiential events across the globe. The company has sold 2 million tickets over the last five years and works with top talent and brands to stage concerts, festivals, touring, and immersive experiences.

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. 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 have included performances in Spain by Andrea Bocelli, Malu, Juan Luis Guerra, Dani Martin, Juanes and Maluma, among others.

“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,” adds Mark Cavell, President of Sony Music Masterworks. “They have a strong vision and key creative relationships around the world. Taken together with Sony Music’s experience resources, and broad portfolio of live entertainment properties, we look forward to creating even more innovative live experiences for audiences everywhere.”

“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,” adds Nicholas Renna, Managing Director of Proactiv 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.”

“I am very happy and proud that Proactiv Entertainment, which I founded over 35 years ago, is joining the Sony Music Entertainment family,” adds Horacio Renna, Founder of Proactiv Entertainment. “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.”

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