2025 Impact 50 Honoree: Henry Cárdenas

HENRY CÁRDENAS
FOUNDER, CEO
CÁRDENAS MARKETING NETWORK

EL SOL GRANDE: CMN promoted Luis Miguel’s 16-month record-breaking run, which earned $415,849,128 and became the highest-grossing tour by a Latin artist.

Henry Cárdenas has been instrumental in the continuing growth story of Latin music, which has seen artists like Bad Bunny, Luis Miguel and Julión Álvarez shattering records.

Even with 40-plus years under his belt, Cárdenas hasn’t slowed down a bit, building on the success of Luis Miguel’s massive 16-month run, which was the highest-grossing tour by a Latin artist, and carrying into 2025. His company, Cárdenas Marketing Network, promoted Álvarez’s three sold-out nights at SoFi Stadium, which grossed a whopping $30 million in total, according to Pollstar Boxoffice, and set a record for a Latin artist at the venue.

“Recently, we have seen an increase of Latin artists performing in soccer stadiums,” says Cárdenas, who in 2024 announced a partnership with AEG Presents. “Artists like Chayanne, Shakira, Julión Álvarez and Marc Anthony have been selling out their shows at these larger venues. Their trailblazing success in ticket sales is not only opening the doors for other Latin artists but also highlighting the growing influence of the Latin market.”

Despite that success, there is concern surrounding live Latin entertainment, not only economically but also politically with artists, especially those from Mexico, under the microscope of the current U.S. administration. CMN has worked to lower ticket prices “to accommodate for the uneven economic conditions,” Cárdenas says, and the promoter takes the necessary steps to ensure talent has all the necessary travel documents before signing a contract.

Even with those challenges, Cárdenas has plenty to look forward to this year and beyond with Bad Bunny shows in Perú, Christian Nodal’s arena tour and rising Mexican talent Ivan Cornejo, who has two shows at the Kia Forum in the Los Angeles area in June.

“Due to economic uncertainty that we have experienced in 2025, many of our events have been postponed to 2026,” Cárdenas admits. “The upside to this is we are gearing up for a packed and exciting year ahead. 2026 is shaping up to be a booming year with both rescheduled and brand-new events.”