Hans Schafer Named Latin Power Players Executive of the Year
Hans Schafer has been named Billboard's Latin Power Players Executive of the Year. The Live Nation promoter has guided major Latin acts, including Bad Bunny, Karol G, Fuerza Regida and Los Bukis, into stadium shows. His 2021 work on Los Bukis' reunion dates at SoFi Stadium grossed $13.8 million and helped raise expectations for Spanish-language stadium touring in the U.S.
Billboard’s Latin Power Players Executive of the Year, Hans Schafer, 44, has spent two decades as a promoter and joined Live Nation in late 2017 as senior vice president for global touring. His role expanded from a mainly U.S. focus to worldwide coordination, linking promoters and teams to help Latin acts grow across markets.
In 2021, he backed Los Bukis’ reunion after 30 years, booking two August nights at SoFi Stadium. Billboard Boxscore reported a $13.8 million gross. His team later planned stadium tours for Bad Bunny, Karol G, Fuerza Regida and Shakira. Schafer will appear with Rawayana at Billboard Latin Music Week.
Schafer’s recognition may signal that Spanish-language live music can sustain stadium-scale events in more markets, potentially expanding opportunities for Latin artists, crews, venues, and local economies. Fans could see more large tours, while promoters may rethink assumptions about audience demand. The shift may also influence how global touring businesses invest in Latin acts, though outcomes depend on ticket demand, pricing, and regional infrastructure.