May 20, 2014 13:56 ET

From Marc Anthony to Romeo Santos, to Enrique Iglesias and Pitbull, the Power of Latin Music Takes Center Stage in the United States

Marc Anthony's Wildly Successful "Vivir Mi Vida" World Tour Riveted Fans in Sold out Live Concerts in Major Markets in the United States, Central America, Mexico and Caribbean; Now Anthony Is Readying to Embark on His "Cambio De Piel" Tour This Summer Expecting Similar Success

CHICAGO, IL--(Marketwired - May 20, 2014) - Marc Anthony, the Nuyorican superstar singer, producer and songwriter sold 1.2 million tickets, convening huge sellout crowds throughout his international "Vivir Mi Vida" World Tour produced by Cardenas Marketing Network (CMN). The one year-tour, which concluded in February in Atlantic City, NJ, took Anthony to 15 countries and over 50 cities throughout the Americas.

With close to $20 million in gross revenues ($19.8 million), the North American leg of the "Vivir Mi Vida" Tour ranks 54th in the 2013 Pollstar Year-end Top 200 North American Tours report.

Now, Anthony, the top-selling tropical salsa artist of all time, is getting ready to launch his "Cambio de Piel" World Tour in August with similar expectations of success.

"I call him a 360," Henry Cardenas, president and CEO of Cardenas Marketing Network, said to "The guy sings salsa, sings ballads, sings in English, the guy screams. He has all the ingredients no one else has. I always tell him, 'Marc, you are blessed.'"

Anthony was the top award getter at the 2014 Billboard Latin Music Awards in April. The New York City native of Puerto Rican descent earned 10 awards, including Artist of the year and Hot Latin Song, Digital Song and Latin Airplay Song of the year for "Vivir Mi Vida," a track that remained 17 weeks at No. 1 on Billboard's Hot Latin Songs chart, a record for 2014. Anthony also won Top Latin Album of the year for his Salsa album "Marc Anthony 3.0."

But even with all his impressive accolades, Anthony is certainly not the only Latin artist packing crowds into large concert venues. Dominican-American bachatero, Romeo Santos, sold out Yankee Stadium not once but twice, in his native Bronx as he launched his Vol. 2 Tour which will take him to several major markets in the U.S. and Latin America.

Anthony, Santos, Enrique Iglesias, Pitbull, Alejandro Fernandez, Los Tigres del Norte and veteran legendary Mexican romantic music singer and composer Juan Gabriel, are some of the elite Latin music headliners commanding attention and impressive success in their U.S. concerts. All of these artists have starred in a number of highly successful U.S. concert tours in recent years. From Salsa music to Bachata, romantic ballads to Regional Mexican music, Latin music concerts provide a gamut of musical genres that appeal a broad and diverse cross-section of U.S. Latinos with a strong cross-over appeal to non-Latino audiences.

"Sponsoring premium CMN Latin music concerts is terrific strategic fit for us," says Rafael Toro, Director of Public Relations, Goya Foods, Inc. "In all Latino celebrations music and food simply go hand in hand. We like to work with CMN, a fellow Hispanic-owned company, because of the wide range and diversity of artists and music genres they present to the market, from Tropical and Mexican regional, to Bachata and romantic ballads."

Toro added: "We always pursue opportunities that enable us to connect Goya with a broad mix of Hispanic consumers. CMN Latin music concerts help us do just that in a seamless, turn-key, and fully integrated fashion."

Latin music concerts represent a unique opportunity for marketers and brands to connect with U.S. Hispanic audiences via creative music sponsorships. Over the years, sponsorship has evolved from a simple banner behind the performer on stage to a robust 360-degree multichannel program that leverages experiential marketing, digital and social media, in addition to retail promotions. Whereas traditional forms of advertising interrupt consumers' lives, music sponsorships can enhance fans' experience through seat upgrades, meet and greet opportunities, and exclusive content of their favorite artists, all made possible by the brand partner. The music sponsorships of today open the door for brands to engage with consumers through their passion when their hearts and minds are most open.

About the Author: Christian Banach is a music sponsorship and experiential marketing expert at Cardenas Marketing Network. You can find him on LinkedIn, Google+ and Twitter.

About Cardenas Marketing Network: Cardenas Marketing Network is a multicultural experiential marketing agency that connects consumers and brands through their passion points of music, sports and cultural culture. The award-winning agency has been recognized by Event Marketer's Top Agency "It List," Chief Marketer's "Promo 100" and Crain's Chicago Business "Fast 50" among others for its service to such clients as Anheuser-Busch InBev, Diageo, Johnson & Johnson, H&R Block and Sherwin-Williams. For more information please visit:

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(Marc Anthony with the Mexican flag during one of his sold-out concerts in Mexico)

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