2025 Women Of Live: Karen Pedroso

Karen Pedroso
Talent & Marketing Director | Move Concerts Brazil

2024 HIGHLIGHT | Pedroso and her team worked on two sold-out stadium shows with Iron Maiden last December, grossing $6.9 million off 86,312 tickets sold.

It isn’t easy navigating the live industry, especially in South America where the business ebbs and flows with volatile economies and political changes happening often. Yet, the region is still a major player in the music biz and a destination for artists from all genres thanks to seasoned nimble executives like Karen Pedroso who know how to ride the South American waves when it comes to live.

Pedroso is a talent and marketing director for Move Concerts Brazil and has booked shows since 2022, participating in the production of more than 250 events with more than five million attendees. On top of that, she assisted on sponsorship deals with companies like Santander, Banco de Brasil, Budweiser and Samsung. It’s a lot to handle, but she has some tips for those looking to work in a populous region like Brazil.

“Staying attentive and informed about the market and its changes, debuts, new talents, competitors, adaptability, flexibility and emotional intelligence are skills and points of attention that I would call ‘cliché,’” she told Pollstar. “The real difference, I believe, is to have courage. That means acting with the heart in every step you take. Always try to deliver your authenticity and truth.”

That truth, along with working at a transparent and inclusive company, vaulted Pedroso to an executive role, and she believes women like her are thriving on all sides of the business because the world is starting to see what they’re capable of.

“As a culture, we started to realize our singularities: the sensibility, the intuition, the multitask ability,” she said. “This is evidenced both in the artistic side and the business side. … The success and better representation of women in the segment result from the upward trajectory of empowerment, dedication, passion, hard work and achievements. The industry itself still needs to become more inclusive and diverse and break some paradigms.”

Pedroso is certainly breaking those paradigms with roles in the Latin music space, and she expects that to continue with promoters and artists more interested in South America. “I see a future with even more growth of concerts, tours, music tourism and promising partnerships between artists and brands,” Pedroso said.