Hans Schafer is tapped to head up Live Nation Latin, a newly created department focused on increasing the company’s presence in that rapidly emerging market, including touring, festivals and artist development. He will be based in Beverly Hills, Calif., and report to Bob Roux, co-president, Live Nation US Concerts.

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Hans Schafer

“Live Nation already works with some of the world’s leading Latin artists, and I look forward to continuing to develop marquee events with these performers as well as up and coming Latin talent,” said Schafer, who joins the company from AEG.

Having a genre-focused division certainly makes sense. In just the last year, it has produced major Latin tours including Enrique Iglesias and Pitbull Live, which rang up just shy of $15 million gross on 160,815 tickets sold over 13 dates in June alone. The duo’s tour continues after taking a short summer break.

The company also produced Prince Royce’s 2017 arena outing, hitting 17 venues and grossing $2,567,764 on 48,151 tickets, according to Pollstar data.

And then there’s Shakira, a global superstar that’s worked with Live Nation for years. Her current 33-date tour is pushed back because of vocal cord problems, but that doesn’t diminish a touring career that’s generated more than $150 million in grosses.

“Fans demand for live events is rising across the board, and we have been seeing increased demand for Latin live events right in lock step with the overall market,” Roux said in a statement. “Hans’ specific insights and experience related to the Latin touring business and his valuable talent relationships will allow Live Nation to continue to grow this important segment of live entertainment.”

Other Latin artists booked and promoted by Live Nation include Mana, Marco Antonio Solis, Ana Gabriel, Alejandra Guzman and Gloria Trevi, among others.