2025 Impact 50 Honoree: Noah Assad

NOAH ASSAD
CEO
RIMAS ENTERTAINMENT

COLISEO SHOCKER: Bad Bunny comes home for a blockbuster residency, while clients continue to spread Puerto Rican culture worldwide.

Noah Assad, CEO of Rimas Entertainment, is a master at zagging, and not for the sake of going against the grain but to deliver brand-new experiences for fans while challenging his clients, which include superstars Bad Bunny and Karol G as well as Eladio Carrión and Mora.

After a massively successful “farewell” stadium tour in 2022 that revolutionized Latin music as well as the live industry, Bad Bunny did what any artist would do: create new music and go on tour. But the Puerto Rican did an arena tour in 2024 as opposed to another stadium run. It turned out to be the right move for the artist, whose “Most Wanted Tour” ranked No. 7 on Pollstar’s Year-End Top Worldwide Tours chart with a gross of $210.9 million.

Bad Bunny shocked everyone yet again earlier this year by booking a 30-date residency, “Hato Rey’s Coliseo de Puerto Rico,” following the release of his highly acclaimed album, DeBÍ TiRAR MáS FOToS. It sold out in just four hours, with more than 400,000 tickets purchased and 80,000 hotel packages booked.

“When I learned about [the residency], it shocked me,” Alejandro Pabón, promoter at Move Concerts and Rimas Nation’s head of operations, told Pollstar in March. “They always find ways to surprise me. The thing about [Bad Bunny and Assad] is that business is not the most important thing. … Their main goal is to lift the culture of Puerto Rico, and everybody else that they work with wants the same.”

Assad, along with Bad Bunny, has done just that, elevating Puerto Rican music to new heights and territories. His client is also embarking on a global tour later this year and visiting Asia and Australia, markets that Latin acts rarely visit. That kind of success isn’t just a home run for Bad Bunny; it’s winning the Super Bowl and Triple Crown and just about every trophy you can think of, and Assad is the meticulous mastermind who’s continuously creating new templates for all artists to follow.