Sony Music Masterworks, a renowned division of Sony Music Entertainment, has recently announced a majority investment in Proactiv Entertainment. This Barcelona-based company specializes in producing live music and experiential events across the globe. With a track record of having sold over 2 million tickets in the past 5 years, Proactiv Entertainment has established itself as a dominant player in the industry by collaborating with top talent and brands to stage concerts, festivals, immersive experiences, and family shows.
As per the agreement, Proactiv Entertainment’s managing director, Nicolas Renna, will continue to lead the company’s day-to-day operations, working closely with Masterworks President Mark Cavell and Sony Music Spain & Portugal President Jose-Maria Barbat to expand the business through a broader range of events, venues, and experiences. Founded by Horacio Renna in 1987, Proactiv Entertainment has produced world-class shows based on established intellectual property, such as Disney on Ice, Hamilton, and Star Wars In Concert, as well as touring experiences like Meet Vincent Van Gogh and FC Barcelona Exhibition.
Mark Cavell, while commenting on the development, expressed his excitement in partnering with Proactiv Entertainment to create even more innovative live experiences for audiences worldwide. This partnership represents a strategic move for Sony Music Masterworks to enhance its already impressive portfolio of music and entertainment offerings while providing Proactiv Entertainment with the backing and resources of a global music powerhouse. With this collaboration, the two companies aim to bring unforgettable and unique experiences to audiences, leveraging their combined strengths and expertise to create world-class entertainment.
