sony Music Masterworks, a division of Sony Music Entertainment (SME), has acquired a majority stake in Barcelona-headquartered Proactiv Entertainment, a producer of live music and experiential events worldwide.
In a statement released Thursday, May 18, Masterworks described the acquisition as “the latest in a series of strategic partnerships and agreements advancing Sony Music Masterworks’ growth as a multi-faceted global entertainment company.”
As part of the deal, Proactiv chief executive Nicolas Renna will continue to lead the company.
Her father, Horacio Renna, started the company in 1987, and it has since become a major player in live entertainment, producing performances in Spain by Andrea Bocelli, Malu, Juan Luis Guerra and others.
The company is also known for its productions based on international intellectual property, such as hamilton, disney on ice, The Lion King, wwe live, Monster jam, Harry Potter in concert, Star Wars live And Peppa Pigamong others.
Masterworks has followed a consistent strategy of partnerships and acquisitions in recent years.
In 2018, it took a stake in – and ended up acquiring everything – Raymond Gubbay Ltd, the concert and promotion company formed by the London impresario of the same name.
The company specializes in combining special effects with classical music to create shows such as John Williams Spectacular, Zimmer vs. Williams And science fiction show.
The following year, Masterpieces bought Milan Records, headquartered in Los Angeles, specializing in film and television soundtracks. Milan released the soundtracks of Ghost, Backdraft, dead Pool, The ghost and many other movies. Among his first projects under the Masterworks umbrella was the HBO soundtrack Succession.
That year too acquired UK-headquartered Senblaa concert promotion and production company that had worked with artists like Ennio Morricone, Soft Cell, Burt Barcharach and Sophie Ellis-Bextor, among others.
“With the support of Mark Cavell and the rest of the SME Global Network team, we will be breaking into new territories, growing our portfolio of properties and generating emotion with new audiences.”
Nicolas Renna, Proactiv Entertainment
In 2020, Masterpieces signed a strategic partnership with classical music publishing company Wise Music Group. At the time, the London-based company owned or controlled around half a million copyrights and represented nearly 100 composers and songwriters working in classical music, opera, ballet, film, television and advertising.
This was followed in 2022 with Acquisition of masterpieces majority stake in MAC Global, a Dubai-based concert promotion, event, talent management and production company. The company produces concerts in the United Arab Emirates, Bahrain, India, Oman, Qatar and Saudi Arabia, and works with clients including Dubai Opera and Saudi Aramco.
Masterworks’ acquisition of Proactiv was facilitated by Broadway trader Lisbeth R. Barron, through her company Barron International Group LLC. Barron initiated the transaction and represented Proactiv as strategic and financial advisor.
“Today begins a new era of success, made even greater by a partner with such a great history and world-class capabilities.”
Horacio Renna, Proactive Entertainment
The agreement with Masterworks “will take Proactiv Entertainment’s business to the next level and help more top-tier artists and brands connect with fans through high-quality productions on a global scale,” said Sony Music Masterworks President Mark Cavell in a statement.
“They have strong vision and key creative relationships around the world. Combined with Sony Music’s expertise, resources and extensive portfolio of live entertainment properties, we look forward to creating even more innovative live experiences.” for audiences around the world.
Masterworks and Proactiv “share a vision and values, and we are firmly committed to creating a world leader in the production and promotion of live experiences”, said Nicolas Renna.
“With the support of Mark Cavell and the rest of the SME Global Network team, we will be breaking into new territories, growing our portfolio of properties and generating emotion with new audiences.”
Proactive Founder Horacio Renna added, “Today begins a new era of success, made even greater by a partner with such great history and world-class capabilities.”The music industry around the world