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HomeEntertainmentMusicHow Bad Bunny Staged His Record-Setting Stadium Tour: 36 Trucks, a Cargo...

How Bad Bunny Staged His Record-Setting Stadium Tour: 36 Trucks, a Cargo Jet & 100 Tons of Equipment

Few issues faze Noah Assad, Bad Bunny’s supervisor. But even he admits that launching a stadium tour barely three months after an enviornment tour was a bit daunting.

“We knew it was going to be a learning experience and something none of us had done before,” Assad says now, “but we went for it and worked through it with the help of old and new partners and set new industry standards.”

Bad Bunny ends the yr as the highest touring act of 2022, grossing $373.5 million from 1.8 million tickets throughout 65 reveals, in response to Billboard Boxscore, and that quantity doesn’t even embody his final 20 Latin American stadium reveals. This makes Bunny — born Benito Martinez Ocasio — the primary act who doesn’t carry out in English to ever high the year-end tally.

World’s Hottest Tour broke venue income data in 12 of the 15 U.S. markets that it hit, together with Chicago and Washington, D.C., and New York, the place he performed Yankee Stadium. All instructed, the North American leg of tour averaged $11.1 million per present – the most important per-show common gross by any artist in any style in Boxscore historical past (courting again to the late Nineteen Eighties).

Bunny additionally grew to become the one artist to ever launch separate excursions every topping $100 million in the identical calendar yr. His stadium tour launched after he performed his 35-date El Ultimo Tour Del Mundo, an enviornment tour that earned $116.8 million from 35 reveals.

So, how did an artist who solely data in Spanish, who’s signed to an impartial label and has solely been 5 years out there obtain this feat? To discover out, Billboard spoke with brokers, promoters and producers to piece collectively the components of Bunny’s spectacular touring success.

The seeds for World’s Hottest Tour, which ends with bought out reveals Friday (Dec. 9) and Saturday (Dec. 10) at Mexico metropolis’s Estadio Azteca, have been sown April 15, 2021, when tickets went on sale for Bunny’s April 2022 enviornment tour. The tour bought out in a matter of hours, says Jbeau Lewis, one in every of Bunny’s brokers at UTA, with some 200,000 to 300,000 folks in digital queue in particular person arenas attempting to attain tickets, and it grew to become clear how a lot demand there was for Bad Bunny concert events.

“I remember vividly Noah having a discussion that day and saying, ‘We have to hold some stadiums for next year.’ We saw the unprecedented demand for [2022 arena tour] Ultimo Tour del Mundo,” says Lewis. “And knowing that tour was going to be nine months away and that Benito had plans to release more music, the only way to provide enough supply to alleviate the demand was to move to bigger venues. And that’s when we started working on it.”

Last yr Assad signed on with Henry Cardenas of Cardenas Marketing Network (CMN), Bunny’s longtime promoter who was already doing his enviornment tour who’d been reserving him since he performed 1,000-people membership reveals again in 2017 and 2018 in cites like New York and Miami. Cardenas introduced in Live Nation, which has huge expertise with stadiums, as his companions within the U.S.

In the U.S., the most important problem was not the prospect of promoting out stadiums; Lewis felt very assured that wouldn’t be a difficulty in the event that they caught to these markets the place Bunny had strongest demand. Scheduling was the issue, on condition that the tour was being booked simply 15-16 months upfront, and MLB and NFL groups already had dates locked down. Assad and Bunny have been additionally adamant that he not play greater than two dates per metropolis, so followers wouldn’t assume that one market was most popular over one other.

In the tip, they settled on 15 U.S. cities and tickets went on sale earlier than the tour design even was finalized, one thing tour producer Roly Garbalosa says is uncommon. “Normally for a tour this big, you design, then look for the markets. Not here. Here we just went.”

Bad Bunny hit street Aug. 5 with a large manufacturing hauling his large “beach,” palm bushes, LED screens and naturally, the contraptions wanted for his flying stunt, the place he will get on high of a small island with a palm tree and soars over the gang, singing all the way in which. While a typical tour will take about 20 cargo vehicles, Bunny traveled with as much as 36, carrying 100 tons of apparatus. While CMN and Live Nation promoted the complete U.S. trek of the tour, in Latin America CMN took over seven concert events. The others went to impartial promoters Assad has lengthy labored with prior to now, together with Bizarro in Chile, Westwood Entertainment in Mexico and Dale Play in Argentina.

“Noah has a code of honor,” says Fede Lauria, the founding father of Dale Play, who promoted Bunny’s two reveals at Velez Sarsfield Stadium in Buenos Aires. “I promoted Benito’s first tour here in Luna Park in 2016. This time, it’s been the biggest production I’ve ever done. We sold 90,000 tickets, but I would have sold 900,000. We sold out in half an hour. I had over a million people in virtual line trying to buy tickets.”

For Latin America, Bunny once more insisted on his not more than two reveals per metropolis rule. He additionally insisted that his present needed to be precisely the identical as what his followers noticed within the U.S. This is simpler mentioned than performed. Usually, promoters pays artists their assure plus the price of native manufacturing. But Bunny couldn’t depend on native manufacturing for such a technically sophisticated present. Many international locations and venues merely don’t have the tools essential to replicated what may be performed in state-of-the-art stadiums within the U.S. And many native promoters can’t afford to pay the prices of importing manufacturing and nonetheless break even, particularly in international locations which can be affected by large devaluation. So, as a substitute of modifying the present to fulfill native manufacturing requirements, “He took all his equipment, put it inside a 747 jet, and took it with him,” Cárdenas says. “And he paid for that.”

Even then, says Garbalosa, changes have been required. Bunny’s flying stunt within the U.S. is completed generally by hitching the tools to the lights and towers. Because many stadiums in Latin America don’t have that functionality, “We had to rent cranes and place them outside the stadium,” says Garbalosa.

Bunny traveled by Latin America with the 747 cargo jet for his greater than 100 tons of apparatus; a passenger jet for his 130-plus crew and personnel and a non-public jet for himself and his instant five-to-six-person workforce. And he paid these prices.

“No other artist does that,” says Cárdenas.” I’ll say it in plain English: He’s the one artist who invests that sort of cash in his manufacturing in Latin America.”

What that call interprets to is much less cash for the artist. Shows within the U.S. make extra as a result of ticket costs are larger and the price of manufacturing, on this case, may be far much less.

“But he said, my fans deserve the same show,” Cárdenas says. “It will pay off in the future.”

In some methods, you would say it’s already paying off.

“I’ve been doing this for 30 years,” provides Garbalosa, the manufacturing supervisor. “I’ve never worked with an artist that creates this kind of frenzy.”



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