Proactiv Entertainment, on of Spain’s leading promoters and producers of large-scale live entertainment, is strengthening its music division with key hires to its leadership team.
Chen Castaño 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. Castaño spent twelve years as the director of Planet Events, a Live Nation company, where she built her executive profile in the live music sector.
She is joined by two senior execs: José 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 Castaño on tours by artists such as Maná, Maluma, Paul McCartney, Juanes, Alejandro Fernández, Mónica Naranjo and Carlos Vives.
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 €70 million ($82 million), consolidating its position as one of the most relevant operators in the sector.
A 2025 highlight from the Pollstar boxoffice includes Juan Luis Guerra’s July 15 performance at Movistar Arena in Madrid, pictured above, which moved 15,178 tickets at a $1,836,542
gross.
Proactiv expects its music division to be one of the key drivers of growth in 2026. The company aims to develop “sustained tours” and strengthen “its presence in key markets, connecting Europe in both directions with the rest of the world,” according to a press release announcing the most recent hires.
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 Muñoz, among others.
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.
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 Bublé, 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.
In 2023 Sony Music Masterworks acquired the majority of the business, “which boosted its international profile and positioning within the music industry, and opened up new opportunities for collaboration,” the press release continues.
Proactiv operates from Sony Music’s offices in Madrid, in coordination with the record company, fostering synergies aournd new releases, while collaborating with other artists and industry partners.
Comments:
Chen Castaño, Music Director, “I 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.”
Nicolás Renna, CEO, “Live 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.”
