AEG Live’s Hans Schafer has been appointed the Head of Live Nation Latin, a newly formed department that will focus on increasing the company’s presence in the growing Latin live events market in the United States.

Schafer will be based in Beverly Hills, and report to Bob Roux, Co-President, Live Nation U.S. Concerts.

“Fan demand for live events is rising across the board, and we have been seeing increased demand for Latin live events right in lock step with the overall market,” Roux said. “Hans’ specific insights and experience related to the Latin Touring business and his valuable talent relationships will allow Live Nation to continue to grow this important segment of live entertainment.”

In 2017, Live Nation produced the Enrique Iglesias and Pitbull Live! Tour, Prince Royce’s Five Tour and Ricky Martin’s Las Vegas residency. Live Nation recently put on sale a 33-city tour for Shakira and booked and promoted shows by Mana, Marco Antonio Solis, Ana Gabriel and others.

Schafer was most recently Director of Latin Talent for AEG Live, running the unit since the September departure of Rebecca Leon. Prior to that, he was Director of Brand Partnerships for Universal Music Latin Entertainment, and a member of the programming team at mun2, where he oversaw Talent and Artist relations.