Former WME agent Maria Lanao has joined Live Nation as Latin Talent Buyer for the Northeast as the company continues to expand its Latin touring presence across the U.S.

Lanao, who reports to Stacie George, SVP, Booking, Live Nation Northeast, will support the growth of booking and promoting Latin touring artists in markets across New York, New Jersey, Pennsylvania, Washington, D.C., Maryland, Connecticut and Massachusetts. In addition, she will contribute her expertise in Latin music and live events to expanding Live Nation’s touring portfolio to include more diverse artists.

“We are excited to be adding experts across our regions who are dedicated to promoting and marketing Latin tours, with the goal of creating new and exciting opportunities to extend our reach and further connect fans with their favorite live performers,” said Geoff Gordon, President of Live Nation Northeast. “We are thrilled to welcome Maria to our New York team as she will be a tremendous asset in helping increase our Latin touring presence in the Northeast.”

Lanao had an 11-year career at WME in Miami and New York City, where she was the first Latin woman to be promoted to music agent. She managed more than $20m in yearly domestic and international personal appearances and live production bookings. Among the Latin artists she represented were Luis Miguel, Juan Luis Guerra, Juanes and Rosalía.

Live Nation has also announced the addition of two new regional marketing directors as part of their Latin touring team, Gabriela Ortega in the Southeast and Lucy Herrera in the Midwest.