The Spanish promoter has strengthened its structure with a team led by Chen Castaño. Maluma plays at the Palau Sant Jordi in Barcelona, Spain in 2025. José Blanes Trending on Billboard At a time when Spain is solidifying its position as one of the most active stops for live music in Europe, Proactiv Entertainment is refocusing its strategy around the concert business. Until now, the company had built its business around family events, exhibitions and concerts, with operations in Europe, the Middle East and Asia. In this new phase, live music takes center stage. Related This shift coincides with a period of growth for live music in Spain, which surpassed $930 million in revenue in 2025, an 11.2% increase compared to the previous year, according to the Association of Musical Promoters. Proactiv enters this phase with considerable scale.…