VP, SBS Entertainment
LATIN TOURING FORCE?
Richard Lom, 36, has worked in the music business from the ground up and found his calling at SBS Entertainment, the Miami-based concert promotion arm of SBS, where he was promoted to his current post a year ago. With his business savvy and entrepreneurial streak, Lom has been instrumental in growing the business under senior VP Lucas Pina, developing out-of-the box ideas that have taken SBS Entertainment from being a radio company that produced one-off festivals to a full touring company. Most recently, Ricardo Arjona’s 14-show tour sold more than 112,000 tickets and grossed nearly $10 million, according to Billboard Boxscore. Lom just finished Carlos Vives’ nine-city tour and is prepping for the upcoming September festival Calibash (18,000 tickets). Lom’s innovations include the implementation of Black Friday door-buster ticket sales, making SBS perhaps the first touring company to offer such deals. “Since we’re small, we can experiment and get a lot more creative, and we’re constantly breaking the mold,” he says. After selling 200,000 tickets in 2012, the 2013 year-end goal is to reach the 315,000-ticket milestone.