Sony Music Masterworks has acquired a majority investment in Barcelona-based events company, Proactiv Entertainment, who works with talent and brands to produce live music and experiential events around the world. Under the agreement, SMM President Mark Cavell will work alongside Proactiv’s Managing Director, Nicolas Renna and Sony Music Spain & Portugal President, Jose-Maria Barbat to grow the business through an expanded range of events, venues and experiences.
“We are thrilled to partner with Nico and Horacio Renna to take Proactiv Entertainment’s business to the next level and help more leading artists and brands connect with fans through high-quality productions globally,” said Cavell. “They have a strong vision and key creative relationships around the world. Taken together with Sony Music’s expertise, resources, and broad portfolio of live entertainment properties, we look forward to creating even more innovative live experiences for audiences everywhere.”
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