Proactiv has worked with Disney On Ice; inset: Blake Tatroe
Blake Tatroe has been named head of Asia at Proactiv Entertainment as it seeks further growth across the continent.
Tatroe has held a number of senior roles across Asia Pacific live entertainment, most recently serving as international director at Michael Cassel Group in Singapore. Between 2019-21 Tatroe was senior director, live event marketing at the ONE Championship, following an 11-year stint at Feld Entertainment, where he ascended to become managing tour director.
Tatroe explained the appeal of the new role at Proactiv, the global promoter and producer of large-scale shows, in a LinkedIn post.
“Throughout the past 15+ years, I have had the privilege to work across wide range of incredible IP and live events which have taught me invaluable lessons about culture, collaboration, and, while cliche, living my life to the fullest,” he wrote.
“The culmination of all these experiences has opened the door to an exciting new chapter as I join the incredible team of Proactiv Entertainment to help shape the future of live experiences in Asia Pacific.”
Asian expansion
He added: “From my first interactions with (chief executive) Nicolas Renna and his team, I knew the DNA and culture was a place I could thrive and create impact.
“This new role offers a rare opportunity to step away from the confines of what I’ve known and build something new and meaningful. It’s a chance to explore ideas that elevate the industry and create impactful events that provide happiness and joy to consumers across the region.”
Proactiv is headquartered in Barcelona and has offices in Madrid and Dubai. Its three main areas of business are the production and creation of live events, exhibitions and music concerts. A leader in Spain, it has also expanded in Asia, South America and the Arabian Peninsular.
Proactiv has worked with partners such as WWE LIVE, Disney On Ice and Star Wars in Concert. It has also organised exhibitions like Meet Vincent Van Gogh and The Art of the Brick.
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