Former AEG executive Hans Schafer has been appointed as the head of Live Nation Latin, a newly-formed division of the company.

Live Nation Latin will focus on increasing the company’s presence in the growing Latin live events market in the US, including touring, festivals and artist development.

Schafer most recently served as director of Latin talent for AEG Live, where he spearheaded the company’s Latin business, overseeing the department’s national booking strategy and marketing teams.

“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,” said Bob Roux, co-president of Live Nation US concerts.

“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.”

Live Nation this year produced major Latin shows including Enrique Iglesias and Pitbull Live! (pictured) Tour, Prince Royce’s Five Tour, as well as Ricky Martin’s Las Vegas residency at Monte Carlo’s Park Theater.

The firm also booked and promoted events for Mana, Marco Antonio Solis, Ana Gabriel, Alejandra Guzman and Gloria Trevi, Gerardo Ortiz, Miguel Bose, Los Temerarios and Alejandro Fernandez.

Live Nation recently put on sale a 33-city tour for Shakira, whose current ticket sales indicate she is poised for yet another record-breaking series of shows.

“Live Nation already works with some of the world’s leading Latin artists, and I look forward to continuing to develop marquee events with these performers as well as up and coming Latin talent,” said Schafer.

Image: Greg Waterman