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Loud and Live Partners With Tesa, Signing ‘Hecha Pa’ Mí’ Singer Boza

The worldwide exclusive partnership, which looks to "elevate the Latin urban genre to the next level," includes booking and touring rights.

Marketing and media company Loud And Live has signed a partnership with booking agency Tesa Entertainment, Billboard has learned. The global partnership deal will include “exclusive touring and booking rights,” according to a press release, with efforts to “elevate the Latin urban genre to the next level.”

The first artist signed under the deal is Panamanian singer-songwriter Boza, who broke out in 2020 with his hit song “Hecha Pa’ Mí” and was nominated for best new artist at the 2021 Latin Grammys.

“We’re very happy with the evolution we’ve had with Boza, and we believe that this partnership will continue to help develop our artist’s career in a positive way,” said Boza’s managers Alberto Gaitan and Andrés Castro. “We’re proud to become part of the Loud and Live and Tesa family.”

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“For me, it’s an honor to become part of Boza’s growth, moving forward,” said Giovanna Pérez, CEO and founder of Tesa Entertainment. “Unity is strength and with this new partnership deal alongside Loud And Live, we’ll complement each other perfectly with resources that will offer the Artist the best live show experience globally.”

Launched in 2017, the Miami-based Loud and Live has enjoyed a strong return to touring in 2021, with more than 400 shows and tours for clients including Carlos Vives, Ruben Blades, Camilo and Prince Royce. Tesa Entertainment was founded in 2021 by Pérez, previously at Rich Music and CMN, after working with artists such as Nicky Jam, Sech and Manuel Turizo.

“Loud And Live is honored to join efforts with Tesa Entertainment under the leadership of Giovanna, who brings unmatched experience in the Urban genre booking business,” said Nelson Albareda, CEO of Loud And Live. “This alliance expands the offering of both companies, and we’re proud to be able to offer an added value to the artists with whom we work.”