How Luis Miguel Reclaimed His Mojo, Delivering Biggest Latin Tour in Boxscore History | Billboard

“I wish I could tell you there was a magic formula,” said Alejandro Soberon, founder / president / CEO of the promoter of Miguel Ocesa-CIE. “He took this with a huge desire to reclaim his rightful place. All we did was maximize all the possibilities for it to be seen in a bigger market.”

Other factors in Miguel’s success: a TV show based on the life of the reclusive star, and his first LP since 2014, Mexico Por Siempre!, which won Album of the Year at the Latin Grammy Awards in November.

The 2017 mini-series Luis Miguel, The Serie, produced by MGM and Gato Grande, aired on Telemundo and Netflix and was the creation of Mexican businessman and co-founder of Gato Grande Miguel German. Then, after speaking with Soberón – of whom Ocesa-CIE was the fourth-highest-grossing concert organizer in 2018, according to Billboard Boxscore – Miguel signed a five-year global management agreement that puts the entire tour under one umbrella. roof. . His longtime agency WME has hired Live Nation for the entire race.

“We have never had such a partner on all dates,” says WME partner Keith Sarkissian. “Live Nation did a more organized promotional campaign in all markets. I keep telling people [Luis Miguel] has always been tall, but he’s just taller now. “

Sold-out sales spawned additional dates, even before the series aired. But the show had an impact – so much so, Soberón says, that in Mexico 42% of ticket buyers had never seen Luis Miguel perform.

“This is where you see the result of all the work done with his album, the series and the promotion. We had a 360 system in place, and it generated an incredible additional base of new fans,” says Soberón. . “He’s a deeply talented man who went through a tough time, and he’s come back.”

This article originally appeared in the December 15 issue of Billboard.

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