Proactiv Entertainment, on of Spain\u2019s leading promoters and producers of large-scale live entertainment, is strengthening its music division with key hires to its leadership team.<\/p>\n
Chen Casta\u00f1o joins Proactiv as Music Director. The Madrid-born executive comes with more than three decades of experience that includes significants role in concerts, events, television productions and major international festivals such as Rock in Rio and Starlite. Casta\u00f1o spent twelve years as the director of Planet Events, a Live Nation company, where she built her executive profile in the live music sector.<\/p>\n
She is joined by two senior execs: Jos\u00e9 Vela, heading business development, and journalist Beatriz de la Guardia, managing communications and marketing. Both have more than 20 years of experience in the sector and have worked alongside Casta\u00f1o on tours by artists such as Man\u00e1, Maluma, Paul McCartney, Juanes, Alejandro Fern\u00e1ndez, M\u00f3nica Naranjo and Carlos Vives.<\/p>\n
Over the past three years, and by its own admission, Proactiv has produced more than 2,000 shows, attracted over 10 million spectators and sold more than four million tickets. In 2025, it achieved a turnover of \u20ac70 million ($82 million), consolidating its position as one of the most relevant operators in the sector.<\/p>\n
A 2025 highlight from the Pollstar boxoffice includes Juan Luis Guerra\u2019s July 15 performance at Movistar Arena in Madrid, pictured above, which moved 15,178 tickets at a $1,836,542
gross.<\/p>\n
Proactiv expects its music division to be one of the key drivers of growth in 2026. The company aims to develop \u201csustained tours\u201d and strengthen \u201cits presence in key markets, connecting Europe in both directions with the rest of the world,\u201d according to a press release announcing the most recent hires.<\/p>\n
Upcoming highlights include the final two sold-out tour dates of Argentine artist Dante Gebel; the Spanish debut of Brazilian artist Pedro Sampaio, also sold out; and the announcement of the first Spanish tour by regional Mexican artist Eden Mu\u00f1oz, among others.<\/p>\n
With offices in Barcelona, Madrid and Dubai, and activity across Europe, the Middle East and Asia-Pacific, Proactiv structures its business into three main areas: family events-live shows, exhibitions and concerts.<\/p>\n
Throughout its 39-year history, Proactiv has worked with major brands and franchises such as Disney On Ice, Harry Potter, The Lion King and the Harlem Globetrotters, and has promoted concerts by artists including Michael Bubl\u00e9, John Legend, Ricky Martin, Andrea Bocelli, and many more. It is also the owner of Inmersa, a 3,000 square-meter space in Barcelona designed to host large-scale immersive experiences.<\/p>\n
In 2023 Sony Music Masterworks acquired the majority of the business, \u201cwhich boosted its international profile and positioning within the music industry, and opened up new opportunities for collaboration,\u201d the press release continues.<\/p>\n
Proactiv operates from Sony Music\u2019s offices in Madrid, in coordination with the record company, fostering synergies aournd new releases, while collaborating with other artists and industry partners.<\/p>\n Comments:<\/p>\n Chen Casta\u00f1o, Music Director, \u201cI am very excited about this new phase, in which I hope to bring all my experience to develop relevant projects, working closely with all stakeholders in the sector and building a distinctive offer that connects artists, markets and audiences, while placing particular emphasis on human relationships.\u201d<\/p>\n Nicol\u00e1s Renna, CEO, \u201cLive music has been gaining weight within Proactiv in recent years, and now we are taking a further step to promote it as one of our main business areas, with a dedicated structure for concerts and a clear international vocation. We have proven financial strength built over nearly four decades, which allows us to approach this new phase with ambition and a long-term vision.\u201d<\/p>\n![\"Chen](\"https:\/\/static.pollstar.com\/wp-content\/uploads\/2026\/05\/Chen_Nico.jpg\")