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Inside the Playbook: Veikko Fuhrmann on The Touring Business Behind Latin Music’s Global Rise
In this clip from The Manager’s Playbook, Mauricio Ruiz talks with Peso Pluma’s Tour Director, Veikko Fuhrmann, about the business behind Latin touring across the U.S., Canada, and Latin America.
Veikko breaks down how touring deals differ by market, from flat promoter packages in Latin America to U.S. and Canadian models built around splits, overages, settlements, taxes, union fees, and visas.
They also get into building We Are Live, bringing Latin acts like Nicky Jam and Romeo Santos into major Canadian arenas, working with Ricky Martin, and what it takes to bridge cultures, crews, cities…
The skinny
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