Spotify has expanded its involvement in the live music business with the launch of a concert series inspired by its popular Latin music playlist ¡Viva Latino!.
The streaming service’s ¡Viva Latino! Live tour, produced by Cárdenas Marketing Network (CMN), will commence at Chicago’s 18,500-capacity Allstate Arena on 23 August with performances by Daddy Yankee, Bad Bunny, Becky G, Jowell & Randy and Natti Natasha.
Spotify says further venues and artistes will be announced soon.
The company’s global head of creator services Troy Carter says Spotify’s Fan First email marketing programme generated $40 million in ticket sales last year, across nearly 700 artistes and 1,000 campaigns.
Speaking at Spotify’s investor day in March, ahead of its direct public listing, Carter said, “We have a lot more coming in 2018.”
The Fan First initiative enables artistes to identify passionate fans on Spotify and reward them with offers on items such as concert tickets and merchandise.
“Since launching our ¡Viva Latino! playlist in 2014, we’ve witnessed the Latin music culture grow beyond even our wildest hopes and expectations,” adds Spotify head of global cultures, shows & editorial Rocio Guerrero.
“The decision to take this playlist on the road is a true testament to the impact Latin music is having around the world right now.”