Loud And Live Signs Salsa Star Tito Nieves

Loud And Live announced Wednesday that it has reached an agreement with legendary salsa singer Tito Nieves to be his exclusive representative in all areas worldwide.

The contract between the Miami-based entertainment, marketing and media company and Puerto Rican star includes bookings for all concerts and presentations, live and recorded, commercial sponsorships and spokesperson deals.

Loud And Live, one of the largest promoters internationally that boasts an impressive roster of Latin artists, will produce Nieves’ upcoming tour, which includes stops in New York, Miami, Los Angeles and Chicago. The media and development agency has managed tours for Spanish-language stars such as Rubén Blades, Ricardo Arjona and Camilo.

“The word ‘legend’ gets tossed around too frequently in our industry, but if anyone has earned that adjective, it’s Tito Nieves,” Loud And Live CEO Nelson Albareda, who has also won two Latin Grammys and a Grammy as a producer, said in a statement. “His impeccable career has established him as a benchmark in the history of salsa worldwide.”

See: Loud And Live’s Nelson Albareda on Taking Latin Global

Nieves is one of the top salsa acts in the world and performed at the New York Salsa Festival in June along with Victor Manuelle, Jerry Rivera and Andy Montañez. The event, which was held at the Barclays Center in Brooklyn, sold nearly 10,000 tickets and grossed $946,539, according to Pollstar boxoffice reports.

The Puerto Rican native was raised in the U.S. and began his music career with the Cimarrón Orchestra. In 1977, he played with the legendary Héctor Lavoe and his Orchestra, sharing the stage with one of the most iconic and important performers of the genre. Not long after, Nieves co-founded Conjunto Clásico and recorded eight albums. He ventured into a solo career in 1987 and has since become one of the most popular salsa singers in the world. His vocal talent earned him the moniker, “the Pavarotti of Salsa.”

“For me, it’s a great pleasure to work with a company that has proven what it can do for an artist. To feel the respect and support of Loud And Live is a blessing after so many years in such a difficult career, but one that has given me so much satisfaction,” Nieves said in a statement.