South America Focus: Q’s With Daniel Hiller, CEO of BeLive Entertainment Group

Latin music artists aren’t the only ones elevating live entertainment and shattering records across the globe. The promoters who put on the first shows for Colombian superstars like Shakira and Karol G are also on the rise, putting countries like Chile and Argentina on the map and making artists from all genres consider South America when routing their tours.

One of those leading the charge in the region is Be Live Entertainment Group, a holding company that operates across multiple verticals. They own and operate Movistar Arenas in Santiago, Chile, and Bogotá, Colombia, as well as Bizarro Live, ranked No. 3 on Pollstar’s South America Focus Promoters chart. Be Live also owns ticketing platforms, a hospitality company and a foundation dedicated to promoting techno-creativity.

With a vast number of resources in its portfolio, Be Live Entertainment has changed the game in South America and helped the live business close the gap between their markets and prominent ones like Mexico City and many others across the globe. The company tapped into the potential of countries like Colombia and Chile by building much-needed infrastructure, and other companies and investors are following the template they developed when building up the Bizarro Live brand and their venues.

Be Live Entertainment was one of the companies that remained strong in 2024 and surpassed ticket sales and grosses from the previous year under the leadership of CEO Daniel Hiller, and he believes South America has what it takes to do even better down the road. The Be Live executive took the time to talk to Pollstar about the state of live business in the region and what needs to be done for it to reach its full potential.

Pollstar: 2024 was a mixed bag for many people in the industry, with some prospering and others struggling to stay afloat after two record-breaking years. How was it for Be Live Entertainment Group? What were your highlights, and how is it looking in 2025?

Daniel Hiller: We had an excellent year, even surpassing the results of 2023.

Pollstar rankings clearly reflect our leadership in the live entertainment industry. Movistar Arena Chile and Movistar Arena Colombia placed us at the top (No. 1 and No. 2, respectively) as venue operators. As promoters, we have consolidated our position in the top three.

Looking ahead to 2025, we expect a challenging year with revenues similar to those of 2024. In Chile, our main market, we will face an oversupply of shows, a stagnant economy, and an election year. In Peru, we aim to consolidate the strong performance achieved this year, while in Colombia, we anticipate increased competition with AEG Presents entering the market.

What lessons did you take away from the past year?

Rather than lessons, we confirmed that the industry’s strong momentum is no longer just a post-pandemic reaction but a structural shift in consumer behavior. People are increasingly willing to invest in experiences such as travel and live events. This shift also fueled significant growth in the food and beverage business, a division of increasing importance within our operations, making it the fastest-growing area in 2024.

Major companies often use the word globalization as a key to sustaining success in live entertainment, and they are looking at South America. How do you see the state of the business in the region, and how has it changed in the past year or two?

We truly welcome the challenge and our track record for delivery makes us confident we will be up there with the best.

The live entertainment sector in South America has been experiencing significant growth, with projections estimating a steady expansion at an annual rate of approximately 10% to 11% through 2035. Naturally, this growth has attracted the attention of world-class players. Their arrival will drive further investment, professionalization and innovation in the industry.

It will certainly be a demanding environment, but we are well-prepared to excel.

As one of the top promoters in the business, your company has successfully navigated the unpredictable markets in South America. To what do you credit that success?

Our success stems from a simple yet powerful principle: at Be Live, we deliver as promised. This commitment has been instrumental in building strong, long-term partnerships with all stakeholders — promoters, managers, artists, and venue operators. It serves as a seal of quality that defines all our activities as promoters, venue operators and across our related businesses.

In your opinion, what needs to happen for South America to fulfill its potential in the live music industry? What barriers exist today that prevent growth for certain markets? What can companies such as yours do to facilitate that growth?

The priority must be to improve and expand the infrastructure needed to host major events. Currently, infrastructure is lagging behind the audience’s growing appetite for live entertainment.

On the professional side, our success in Chile and Colombia showcases the value of combining deep knowledge of the South American market with world-class business standards.

Politically, the region remains unstable, with frequent changes in leadership that make medium- and long-term policies difficult to sustain. The challenge lies in providing greater certainty for investors through clear rules. To achieve this, we must elevate the visibility of the industry, emphasizing its contributions to the economy and society.

Promoters in the U.S. have seen growth in tertiary markets in the past couple of years. How have markets in South America evolved? Do you envision additional markets being added on touring routes in the near future?

I wouldn’t necessarily call them tertiary markets, but we are seeing some cities consolidating their presence, such as Bogotá and Lima, while new markets are emerging, like Montevideo, Guayaquil and Asunción. These cities hold significant growth potential and are yet to be fully explored.

These are markets where we plan to strengthen our presence in the coming years.

It’s amazing to see how concerts have evolved over the years with technology and innovative productions. How have concerts (and festivals) evolved over the years, and what excites you about the future of live music?

Virtual and augmented reality holds enormous potential to transform how fans experience live events. These technologies represent a unique opportunity but also a challenge for South America, as they will allow audiences to enjoy “almost there” experiences from anywhere in the world.

Artificial intelligence will also have a profound impact. We’re already seeing record labels exclusively focused on virtual artists emerging. It’s a transformation that is well underway.

Your company is certainly a leader in Latin America. What’s next for Be Live? How do you build on what you have already done?

As long as we remain passionate about what we do, we will continue to innovate and strive for daily improvement. South America remains a young market with immense potential. However, it’s crucial to grow strategically to avoid oversaturating a market that will undoubtedly become much more competitive.

We know that major players will be aggressive in establishing their positions, which will reshape the landscape. But we are ready to adapt and continue leading the way.