VP of Latin talent, AEG Live/Goldenvoice
From the four Maná sellouts at Los Angeles' Staples Center -- a record for a Latin act -- to the newly announced Enrique Iglesias/Pitbull/ Prince Royce tour, Rebeca Leon has run the gamut from the traditional to the innovative as head of the Latin touring business for AEG Live/Goldenvoice.
Leon has promoted multiple shows by major stars, including Ricky Martin, Vicente Fernandez and Wisin & Yandel.
But aside from traditional touring, Leon has developed event promotion partnerships with SBS Entertainment (for the Calibash festival) and KBUA-KBUE-FM Los Angeles (for multiple Nokia Theatre shows), among others.
Leon also closed several co-branded series including Miller Coors at Nokia Theatre, the Cox Latin series at Valley View Casino in San Diego and the Pepsi concert series nationwide, as well as a Corona sponsorship for Wisin & Yandel in more than 12 markets and Metro PCS for Iglesias.
Leon has also solidified AEG's venues as Latin destinations in Los Angeles, with a 25% increase in show volume at the 7,100-seat Nokia in the last 12 months, including regional Mexican shows (which are rarely performed in theaters) by such acts as Espinoza Paz, Jenni Rivera and Banda el Recodo. AEG also registered a 60% increase in Latin show volume at Club Nokia and nine times more concerts at the Staples Center. According to Leon, 90% of those shows have been sold out or were profitable. A connection with fans, Leon says, is crucial for the success. One of her major goals in the coming months is "to get more immersed in digital marketing in an effort to have better direct dialogue with our customers."