2025 Women Of Live: Patricia Zapatero

Patricia Zapatero
Head of Booking | Seitrack U.S.

BIZ ADVICE | “As a young woman in the industry, my biggest advice is simple: work hard, stay dedicated, and never be afraid to ask for help. Raise your hand when something is wrong, speak up when you need clarity, and if you don’t know something, take the time to learn it.”

LOOKING AHEAD | “One of the best things about this industry is that it’s always full of surprises, keeping the adrenaline high. There are always new talents, new opportunities, and new challenges. The market keeps evolving, and we have to evolve with it.”

There are plenty of artists to credit for the gargantuan growth of Latin music, but the people behind the scenes have been just as essential to its rise over the past decade, especially those booking the global tours.

As head of booking for Seitrack US, Patricia Zapatero has seen firsthand the success of the Touring The World initiative launched by OCESA Seitrack, Warner Music Latin America and broadcaster Sergio “Checho” Rodríguez in 2023, a joint venture that aims to support artists in global touring and brand partnerships.

“Our first major tour in the U.S., [Blessd and Ryan Castro’s] “Ay Bendito Ghetto,” was a huge milestone, and watching that success expand into Europe, Latin America and beyond has been proof of the power of collaboration and well-executed strategy,” Zapatero said.

It also indicates a reach that is continually expanding for Latin music artists, including female singers. Seitrack worked with Miami-born Venezuelan singer ELENA ROSE, who has garnered more than nine million monthly listeners on Spotify and ensured her visibility in over 15 festivals across the Americas.

“Every detail matters,” Zapatero said. “She had her first sold-out solo show in Miami in November 2024, and now we’re planning her first U.S. tour in 2025. This is the result of investing and showcasing emerging female talent.”

Seitrack US is committed to not only investing in talent but also diverse staff. Zapatero considers herself lucky to work for a company where diversity and inclusion “aren’t just priorities on paper but a natural part of how things operate.”

“Women hold key leadership roles across the company globally, and the team is very balanced (if not slightly in favor of women),” Zapatero said. “We also have people from the LGBTQ+ community and work with a diverse group of artists. The industry has come a long way, but there’s always more to do. The focus should be on keeping opportunities accessible and making sure talent is recognized for what they bring to the table, regardless of gender, identity or background.”

It’s a mantra that bears repeating, especially in these times.