Patricia Flores Departs AEG Concerts And Goldenvoice For Live Nation Latin

Backstage At Staples Center
Courtesy Staples Center – Backstage At Staples Center
Alejandra Guzman and Gloria Trevi bring their “Versus World Tour” to Staples Center in Los Angeles June 3-4, 2017. Welcoming them are Patricia Flores and Hans Schafer, along with the venue’s Lee Zeidman and Christy Castillo Butcher.

Two months after Hans Schafer left AEG to head the newly-formed Live Nation Latin, the group announced the hire of Patricia Flores as VP of Marketing. Flores has 15 years of experience in Latin music, having mostly recently served as head of Latin Marketing at AEG Concerts and Goldenvoice. 

“Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe,” Schafer, senior vice president of Live Nation Latin, said in a statement.  “We’ve worked together in the past, and I’ve seen her creative marketing strategies elevate countless projects, so I’m very excited to have her as a key member of the Live Nation Latin team.”
Live Nation Latin was formed to increase LN’s presence in that rapidly emerging market, including touring, festivals and artist development, with a focus on amplifying the company’s promotions expertise across the genre. 
On the calendar for 2018 are Shakira’s “El Dorado World Tour,” Juanes’ North American “Amarte Tour” with support from Latin alternative artists Mon Laferte, and the final leg of the Gloria Trevi and Alejandra Guzman “Versus World Tour” co-bill.
As head of Latin Marketing at AEG Concerts and Goldenvoice Flores oversaw all national marketing strategies and campaigns for major artists in the genre including Mana, Juanes, Romeo Santos, Wisin & Yandel, JLO with Enrique Iglesias, Enrique Iglesias with Pitbull, Prince Royce, Calle 13, and Los Fabulosos Cadillacs. Her responsibilities included tour branding, digital ad allocations and fan engagement across social media.
Her resume also includes time in the recorded side of the music business, with nine years at Universal Music Latino. She developed the company’s Latin Alternative roster in the U.S., then handled national publicity for the entire client roster and finally was the label manager for acts such as Enrique Iglesias, Juanes, and Paulina Rubio.
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