2022 Impact 50: Henry Cárdenas

Founder & CEO
Cárdenas Marketing Network

For years, Henry Cárdenas and Cárdenas Marketing Network have defined Latin music’s touring footprint in the United States. And, in 2022, the company is already gliding toward what may be its biggest year yet.

“This year, our most impactful accomplishments were producing the most influential artist of our time, Bad Bunny,” Cárdenas tells Pollstar. “He is an extraordinary talent.”

It’s tough to overstate just how seismic a year the 28-year-old
reggaeton star is having. From February to April, Bad Bunny’s “El Último Tour Del Mundo” played 35 arena dates across 25 North American markets, including three-night runs at Chicago-area Allstate Arena and Miami’s FTX Arena, grossing $113 million in the process.

That’d be the year’s crowning achievement for just about any touring artist – but Bad Bunny is only getting started. From August to December, his “World’s Hottest Tour” will hit stadiums in the United States, Mexico and countries throughout Central and South America, with double plays in six American markets, including New York, Miami and Las Vegas.

CMN is also in the midst of promoting Ana Gabriel’s successful “Por Amor a Ustedes,” and it’s behind the legendary Daddy Yankee’s sprawling farewell tour, which will stretch from July to December and wind from the U.S. to Central and South America and back. 

Twenty-seven of the 33 dates on the tour’s first U.S. leg, booked from July to September, were already sold out at press time.

“The desire for live events is more vital than ever!” Cárdenas says. “After two years of separation, people are eager and excited to come out and experience live entertainment. As newer generations experience live events, we firmly believe that that trend will continue upwards.”

Cárdenas’ faith in the industry extends to the facilities side. In August, Coliseo Live, the 20,000-capacity Bogotá, Colombia, arena that he’s poured millions into, will open its doors and be able to host multiple concerts in addition to conventions and sporting events.