Full Stream Ahead: Marc Anthony Plots ‘One Night Only’ Showstopper

Courtesy of Magnus Studios – Marc Anthony

Marc Anthony has been one of Latin music’s most recognizable names for decades and he has decided to bring his renowned live show into the digital realm for “One Night Only.”

The performance is taking place Saturday, April 17, put on by Anthony’s own Magnus Studios and Nelson Albareda’s Loud And Live Studios. It will be an intimate livestream experience with eight different cameras filming Anthony performing live with a full band from an undisclosed studio and soundstage in Miami.

Felipe Pimiento, Magnus COO and Head of Magnus Studios, told Pollstar that Anthony was reluctant to try to bring his live performance brand into a digital setting, but it became clear that the truly global tour he wanted to do would not be possible in 2021.

“It’s been a while since Marc has been onstage due to COVID and the global pandemic,” Pimiento said. “The U.S. seems to be making huge advances in vaccination and things seem to be turning the corner there, but other countries in Latin America, the Caribbean, Europe, we don’t know when that’s going to happen and we don’t know when we will be able to get on the road. So after several conversations … options arose and we started talking about the potential of a livestream.”

In trying to feed Anthony’s fans through a livestream, Magnus Studios teamed up with Albareda’s Loud And Live, an entertainment, marketing, media and live event company that has continued gaining steam during the pandemic. Although Anthony has traditionally worked with another promoter for his live shows, Pimiento said Albareda – who has now garnered substantial livestream experience working with Fito Páez, Farruko, Mau y Ricky, and Ricardo Montaner – had very intriguing ideas about the marketing and execution of the show.

Nick Garcia – Nelson Albareda

Albareda said they are employing a truly global, full-blast marketing approach using traditional strategies like billboards and radio advertisements along with digital marketing, similar to how they would market local stops of a tour.

“Marc Anthony is a global artist that has proven he can sell tickets, and that goes deep. He has a deep, loyal fanbase across the world that is very dedicated … We’re super excited that Marc and the Magnus team trusted us to do this on a global level,” Albareda said. “We expect to sell tickets in more than 100 countries.”

Anthony’s ticket-selling prowess is proven by Pollstar data, as the singer was No. 69 on 2019’s Worldwide Top 100 Tours chart, with $27.3 million grossed on 262,539 reported tickets.

Tickets for the livestream were selling for $30 each at press time.

The experience itself will largely be in the hands of director Carlos Perez, who has previously worked with Marc Anthony on music videos for “Vivir Mi Vida,” “Lo Que Te Di,” “Parecen Viernes,” and “Está Rico,” as well other artists’ smash hits like “Despacito” and “Dura.”

Pimiento – who comes from a live concert background and has worked with Christina Aguilera, Britney Spears and Jennifer Lopez – said the decision to work with Perez was an easy one, and they felt that with him at the helm the show can blur the line between music video and digital concert.

“Carlos is not your traditional live performance, multi-camera director, but we think somebody who is not typically doing this could bring a different perspective, and make this fresh and different,” Pimiento said. “We want to immerse the audience and give them the feeling they are onstage with the artist.”

ANDRES OYUELA – Felipe Pimiento

After the concert, tickets are also being sold to a virtual afterparty with DJ Alex Sensation.

Pimiento said the main purpose of the livestream is to try and brighten the lives of Anthony’s fans, as at a global scale, the COVID-19 pandemic continues to loom large.

“We want this to give people hope,” Pimiento said. “Some countries and regions are taking longer than we expected to recover but hopefully by next year things will be normal and we can come to those markets again and see our fans.”