In an exclusive interview with Infobae Colombia, Óscar Pinzón, CEO of Stage Eventos y Producciones, provides insight into the inner workings of large-scale events in Colombia, such as the Mexican group RBD’s four concert dates and Karol G’s “Mañana Será Bonito Tour” finale in Medellín and Bogotá.
Colombia’s Growing Musical Market
Colombia has rapidly become one of South America’s most significant music hubs, attracting international artists like RBD and Colombian superstars such as Karol G, Maluma, and J Balvin. Cities like Bogotá, Medellín, Cali, and Barranquilla now host concerts that were mere dreams 15-20 years ago.
One of the advantages of the concert industry is its substantial contribution to the country’s economy. This growth is not limited to the formal sector; informal workers also capitalize on these events to generate income. However, while the industry flourishes, it does so with minimal government support, relying heavily on private investment.
An Industry Veteran’s Perspective
Óscar Pinzón has been a part of the entertainment industry for 30 years, starting from logistics and advancing to organizing major events like Karol G’s recent tours and Silvestre Dangond’s concert at El Campín stadium. Pinzón’s company, Stage Eventos y Producciones, has become a key player in Colombia’s live event scene, frequently participating in major fairs across the country.
Challenges in Colombia’s Concert Industry
Pinzón notes that the concert business is highly unpredictable, with numerous factors outside of the organizers’ control, such as weather, political situations, and even public health issues. These variables make it a challenging industry where success is never guaranteed, even with the best artists and venues.
Post-Pandemic Boom in Concerts
The demand for live concerts in Colombia has surged dramatically post-pandemic. Before 2020, only a few major events took place annually in cities like Bogotá and Medellín. Today, the El Campín stadium in Bogotá has hosted up to six events in a year, and Medellín has seen up to 10 sold-out stadium concerts.
This surge in demand has significantly boosted Colombia’s economy. For instance, Karol G’s concerts in early 2024 generated an estimated $15 million in revenue for Bogotá, benefiting various sectors from airlines and hotels to ticket resellers and street vendors.
Limited Government Support
Despite the industry’s contribution to the economy, it operates mainly without government financial support. In some cities, local governments assist with permits and logistical support, but financial backing is rare. Bogotá’s current mayor, Carlos Fernando Galán, has been supportive by facilitating coordination between sports and entertainment events. Medellín also offered its stadiums free of charge as part of post-pandemic economic recovery efforts.
Maintaining Stadiums During Concerts
Concerns about damage to football pitches during concerts are a persistent issue. However, Pinzón explains that modern technology has significantly mitigated these risks. Colombian companies have developed specialized flooring systems that protect the grass while allowing it to breathe, ensuring that stadiums can be quickly restored for sports events.
High Ticket Prices for Colombian Concerts
Concert ticket prices in Colombia are often higher than in other regions, which has led to complaints from fans. Pinzón attributes this to the artists’ desire to deliver the best possible performances in their home country, often at the expense of higher production costs. For instance, Karol G’s Bogotá concert featured more extensive LED screens and sound systems than her other tour stops, leading to increased ticket prices.
Why Taylor Swift Skipped Colombia
Taylor Swift’s “The Eras Tour” did not include a stop in Colombia due to the prohibitive costs associated with staging such a large-scale event in the country. The logistics and production expenses required would have pushed ticket prices beyond what the Colombian market could support.
Colombia: A New Favorite for International Artists
Colombia’s troubled past once made it an unattractive destination for international artists. However, as the country’s security situation improved, Colombia emerged as a key market in Latin America. Today, global stars recognize the value of including Colombia in their tour schedules, contributing to the country’s growing reputation as a major music entertainment destination.
Conclusion
Colombia’s music entertainment industry is thriving, driven by private investment and a growing appetite for live performances. While government support remains limited, the industry’s economic impact is undeniable, positioning Colombia as a must-visit location for international artists.
