Born in Miami, and raised between the Magic Metropolis and Spain, Hans Schafer’s life soundtrack blends each half from Elegant’s sun-soaked rock to the romantic ballads of José José. Immersed throughout the enterprise of music from an early age — his stepfather is Jesús López, chairman and CEO of Frequent Music Latin America and Iberian Peninsula, and his mother was a label supervisor at BMG Latin — Schafer developed a worldwide outlook on the commerce normal. That perspective would flip into his edge, serving to him rise as a key architect in Latin music’s enlargement all through worldwide markets.
Now senior vice chairman of worldwide touring at Dwell Nation, Schafer has spent the earlier seven years shaping among the many most groundbreaking moments in Latin music historic previous. He helped orchestrate Los Bukis’ $50 million-grossing reunion tour and their historic all-Spanish-language residency on the Las Vegas Strip. He carried out a pivotal perform in launching the first worldwide stadium excursions for Karol G and Unhealthy Bunny. Most not too way back, the latter’s “Debí Tirar Más Fotos World Tour” set world data, selling further tickets than any Latin artist ever in Italy, France, Poland, Portugal, Sweden and the UK.
“It’s solely a matter of time sooner than we start seeing more and more extra Latin acts in larger venues all through the pond,” Schafer tells Choice. “The demand has been steadily rising, and as Unhealthy Bunny has taught us, the fantastic thing about globalization is once you do break via in new markets, the possibility to connect and really cater to each new space individually is priceless. And that’s true not only for Latin artists, nonetheless any artist.”
Dwell Nation reported that fan attendance at its displays in Latin America was up by higher than 25% throughout the first quarter of 2025, citing that rising demand to be “supported by the worldwide rise of non-English language artists,” who the company says now signify twice as plenty of its excessive 50 excursions compared with 2019.
Henry Hwu
Schafer moreover frolicked as director of Latin experience at AEG Dwell, overseeing the company’s Latin enterprise and nationwide reserving method beneath the route of Rebeca Léon (now founder-CEO of Lionfish Leisure, an artist administration and manufacturing agency), along with the branding and sponsorships division of Frequent Music.
“It was [Léon] who knowledgeable me I had a occupation in dwell and touring,” he says. “From there, I moved on to Dwell Nation, when there was a selected division for Latin artists. I have in mind when Los Bukis booked the first Latin stadium tour throughout the U.S. [in 2021], and the question was on a regular basis, ‘Who else can do it?’ and that was a second when the floodgates had opened, and it’s flip into rather a lot less complicated for any particular person else to come back again in and attain that since then.”
Beneath, Choice talked with Schafer about ongoing excursions, options for progress and large wins for such acclaimed acts as Feid, Shakira, Rauw Alejandro, Karol G, Kali Uchis and Tito Double P, amongst many others, beneath.
What’s the best misunderstanding about worldwide excursions for Spanish-language artists?
Everytime you start to take a look on the commerce and the enterprise, the Latin music enterprise really turns into in regards to the demographic, and by no means merely the consumption of Latin music however as well as the consumption of totally different music. All through the agency of Dwell Nation, we’re not that Latin as solely a silo of followers who devour that music. It’s a rather a lot broader dialog. How do you aim these audiences?
To start with, these excursions had been further seen as investments. Giving your followers a chance to see you reside holds various delayed price for an artist’s touring occupation. I imagine once more to the audiences that purchased to see Unhealthy Bunny play a 500-capacity room at a small membership; they placed on that accomplishment like a badge of honor — and that diploma of progress can solely happen with time. That step-by-step will give you longevity and a higher chance for a a lot larger bounce. And we’re seeing more and more extra artists make that bounce internationally.
How have these excursions superior over the previous couple of years?
Followers have been crossing over for some time now. And for as long as I’ve been engaged on this commerce, this idea of crossing over was such a core concept to Latin artists and to the Latin commerce — “How do you cross over?” We’re gone that now, and I imagine one in all our biggest priorities now’s promoting these artists in an real method, and doing so with persistence for the strategy.
At one stage, you considered turning right into a supervisor. The place did that deep sense of obligation to the artists begin for you?
A supervisor is in a very distinctive situation in that they’re serving to data an artist develop their occupation, from the very center, and I didn’t want to start on the center… I needed to see all of the utterly totally different factors to the way in which through which their world works. As soon as I used to be working at Frequent Music with mannequin partnerships and sponsorships, one factor I didn’t even have a strong background in that, nonetheless overseas cash grew to turn into my information.
Considered one of many provides that I’d say really type of modified the route of my occupation was one I did with MasterCard and Juanes, which wasn’t an unlimited deal, nonetheless it was a touchstone, culturally. I grew to turn into close to his supervisor on the time, Rebeca [Leon]. She sat me down and knowledgeable me I should pursue a occupation in dwell [music], which on the time was nonetheless categorizing all Latin music as regional music. She made the enterprise higher by being among the many many first to primarily push for larger investments. She wasn’t afraid to say, ‘You guys are this with the wrong lens.’ And he or she was so correct. Now look the place we’re.
What are among the many challenges the dwell commerce goes by?
I think about Latin music — and further importantly, the traditions and evolution occurring now behind it — is ready to make some constructive change. Kali Uchis, who’s so free creatively and [has no] language limitations in her music, is heading out on her first space tour. Then we had albums from Rauw and Unhealthy Bunny really that principally bought right here from a culturally empowered place.
And the options to hold out these tradition-charged albums internationally are wanting pretty healthful, too.
In any case, various nations are going via troublesome cases historically that will make it more durable to proceed as our artists need — as we’ve seen with this new administration within the US. Nevertheless there’s a really thrilling demand in places like Latin America and Europe, and for actually world acts, we’re unlocking totally new markets. The world is a big place, and we’re working to open as many bridges as attainable for artists who must get there.
