2026 Impact 50 Honoree: Noah Assad

NOAH ASSAD
CEO
Rimas Entertainment

BY THE NUMBER: 2026. Assad’s Year with the Super Bowl Halftime Show, Coachella headliner and Pollstar’s Top Mid-Year Touring artist Bad Bunny.

Bad Bunny has grown beyond his genre, catapulting Latin music and culture to the stratosphere with his rhythmic and hypnotic flow while establishing a new template for global touring. The Puerto Rican megastar racked up $225.2 million in grosses from 27 concerts with global ticket sales totaling 1,496,735—the only artist to top the one-million mark during the first two quarters of the year.  Months earlier, the highly acclaimed Debí Tirar Más Fotos became the first Spanish-language album to win the coveted Album of the Year award at this year’s Grammys.

Much like Taylor Swift or Elvis, Bad Bunny is a unicorn in the music biz, someone who manages to raise the bar with every venture and push not only his contemporaries but the genres that inspire him.

And the man who’s been alongside him every step of the way, from Bad Bunny posting songs on YouTube as an independent artist to selling out stadiums across the globe, is music mogul Noah Assad, whose Rimas Entertainment empire has greatly influenced multiple facets of the entertainment industry over the past decade, whether it’s management, touring, publishing or even sports representation.

Much like his client, Assad keeps his peers on their toes with surprising moves that ultimately pay off for Bad Bunny and Latin culture at large. With the release of Debí Tirar Más Fotos in 2025, many expected Bad Bunny to jump back into U.S. stadiums, but Benito and Assad zagged yet again and put their beloved Puerto Rico front and center with a residency that grossed $47.5 million across 31 shows.

Then there’s the historic Super Bowl halftime show, which generated headlines and became a viral sensation on social media with Bad Bunny introducing himself to many non-Spanish-speaking football fans.

Assad’s strategy is something to be studied because he managed to pull off a similar move with Karol G, another notable client who became the first female Latin act to headline Coachella earlier this year and is embarking on a global stadium tour this year.

That’s the Rimas touch.