Marcelo Figoli No stranger to big numbers. As the founder and owner of Fenix Entertainment, an Argentina-based conglomerate spanning live entertainment, amusement parks, soccer teams and media, Figoli has offices in 8 countries, produces more than 100 live events annually, and Successfully promoted similar tours for Ricardo Arjona, Ricky Martin, Romeo Santos and Shakira.
But Figoli ends 2024 with his biggest tour ever: the Luis Miguel 2023-24 Tour — co-promoted by Henry CardenasAccording to Billboard Boxscore, CMN not only became the highest-grossing Latin tour of the year, but also the highest-grossing Latin tour of all time.
In December, advertising billboard After releasing a review of the year’s top tours, Miguel Tours reported more than 2 million tickets sold across 128 shows, generating $290.4 million in total revenue in 2024 alone. This number does not include figures for 2023 or Miguel’s final performance in Mexico City.
“I was very excited [when I heard the news],” Figoli told advertising billboard His record. “I feel tremendous happiness for the artists and the work we do.”
the following, advertising billboard Talk to Figoli about the amazing success of Miguel’s tour and how it broke all records.
Despite Phoenix’s size, Shouldyes ShouldAn independent company. How do you differentiate yourself from other promoters around the world?
We offer something different. We do more hand work, if you will, and put more thought into each artist and product. I threw myself into it. I’m passionate, I go crazy, I look at sales numbers every day, I’m a workaholic. I’m very calm when it comes to handling the stress of these big events I organize, but I’m very nervous when it comes to the day-to-day work of achieving success.
We can provide an advantage in markets such as Latin America and in some cases – as with Luis Miguel and Arjona – in markets around the world. Additionally, Fenix has partnered with CMN in recent years and this integration continues to open up space for us.
Have you worked with Luis Miguel before?
We did countless concerts with Luis Miguel, but we worked in the South American market. There has never been a global tour like this one. But we work well together because we have so much respect and admiration for his career. For us, he is one of the greatest artists in the world in any language and we firmly believe in his career, which is why we are betting on his tour. I think this tour is going to be big, solid, and powerful. It may have exceeded my expectations, but I do know that this tour will fulfill its purpose. Initially, we were only going to work with CMN in the United States, but we ended up working in all areas.
It was a huge leap from a “solid” and “powerful” tour to the most successful tour in history. What do you attribute that to?
For me, the key to success is first and foremost how high we aim. Secondly, how do we plan tours all over the world at the same time, rather than marketing to the market. We launched our global tour on the same day. The same day we put all our cities up for sale, the same day we exploded globally with the same launch. We were able to have hundreds of thousands of fans around the world talking about it at the same time. We put up billboards in every city where we launched, and we ran digital and radio campaigns in every city from day one. I have only seen this kind of publication for mass consumer products. It’s important to show confidence and aggressiveness on the tour and position it as a global tour rather than a local tour. The way we structured it made it go viral.
How is the cooperation with CMN?
There was a lot of gathering, a lot of pre-production before release. We worked very well with the CMN team and artist team. Plus, Henry was a legendary promoter.
It shocks me that Luis Miguel doesn’t even have a new album or single…
But he was having a beautiful personal and artistic moment, and it had an impact. Additionally, there is a launch strategy around touring. Additionally, we do a great job with our marketing team, influencers, etc. I’ve worked with a lot of artists, but I can’t think of many who were able to complete the tour [of this magnitude and stamina]. He showed exceptional professionalism and courtesy.
What do you think of the Latin Tour next year?
Outstanding. We are trying to convince Riccardo Montaner to do a farewell tour. Apparently we are in talks for a world tour with Ricardo Arona. As the artist develops, we have had extraordinary success with Emilia Mernes and her 10 Arenas Movistar in Buenos Aires, where she played to an audience of over 290,000 people. I think Emilia will be a big thing in 2025.
