{"id":2069371,"date":"2026-07-30T16:02:46","date_gmt":"2026-07-30T13:02:46","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2069371"},"modified":"2026-07-30T16:02:46","modified_gmt":"2026-07-30T13:02:46","slug":"bad-bunny-and-rauw-alejandro-turn-to-this-touring-pro-to-create-concert-worlds-on-a-much-greater-scale-than-weve-ever-seen","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2069371","title":{"rendered":"Bad Bunny and Rauw Alejandro Turn to This Touring Pro to Create Concert Worlds \u2018On A Much Greater Scale Than We\u2019ve Ever Seen\u2019"},"content":{"rendered":"

[analyse_image type=”featured” src=”https:\/\/www.billboard.com\/wp-content\/uploads\/2026\/07\/adrian-martinez-cr-courtesy-2026-bb8-billboard-1800.jpg?w=1024″]<\/p>\n

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\n\tProfessional independence can be liberating for any creative. But for tour direction pro Martinez and his collaborators, Kevin and Tyler Henry, it was an obstacle. \u201cI remember saying to the guys, \u2018We\u2019re never going to work with the top artists in the world if we\u2019re just freelancing,\u2019\u00a0\u201d Martinez says of the 18 months he and the Henry brothers spent doing gig work in the mid-2010s. \u201c\u00a0\u2018We need to create some momentum for this thing we\u2019re creating.\u2019\u00a0\u201d<\/p>\n

\n\tTheir creation: Los Angeles-based production house STURDY., which has made a name for itself designing and directing shows for some of the world\u2019s biggest artists.<\/p>\n

\n\t\u201cThere was a lot of middlemanning,\u201d Martinez says of another impetus behind launching it in 2018. \u201cThe middlemen in those situations were not understanding what it was that the artist wanted, and my goal is always just to understand what it is they want and help elevate that.\u201d<\/p>\n

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\t\t\t\t\tBillboard\u2019s 2026 40 Under 40 List\u00a0Revealed\t\t<\/p>\n<\/h3>\n<\/div>\n

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    \n\tMartinez and STURDY. have applied this thinking to collaborating with one of the most inventive artists on the planet. After working on a 2020 Apple Music performance for Bad Bunny, the Puerto Rican superstar\u2019s team reached out to STURDY. to help assemble his P\u00a0FKN\u00a0R shows at San Juan\u2019s Estadio Hiram Bithorn in late 2021, which marked Bad Bunny\u2019s return to the stage following the coronavirus touring shutdown. The two-night event cost over $10\u00a0million to stage, according to Noah Assad Presents and Move Concerts, the producers of the shows, and proved STURDY.\u2019s ability to deliver for Bad Bunny.<\/p>\n

    \n\t\u201cThey needed a tent team, so we reconnected and the rest is history,\u201d says Martinez, 36. Since, STURDY. has worked on the Grammy winner\u2019s 2022 treks El \u00daltimo Tour del Mundo<\/em> and World\u2019s Hottest Tour, his 2023 Grammys and Coachella performances, his history-making 2025 No Me Quiero Ir de Aqu\u00ed<\/em> residency at San Juan\u2019s Jos\u00e9 Miguel Agrelot Coliseum and his latest tour, DeB\u00ed TiRAR M\u00e1S FOToS<\/em>, a 57-show run that ended July\u00a022 and became the highest-grossing and best-selling tour ever to not play the United States. Bad Bunny has now grossed more than $1\u00a0billion across his career \u2014 the first Latin artist and the first artist who doesn\u2019t perform in English to do so. The enduring partnership has validated Martinez\u2019s initial mission statement for STURDY.<\/p>\n

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    Bad Bunny\u2019s No Me Quiero Ir De Aqui<\/em> residency.<\/span>Eric Rojas<\/cite><\/figcaption><\/figure>\n<\/div>\n

    \n\tIn 2022, another major Puerto Rican star, Rauw Alejandro, reached out directly to STURDY. on Instagram to help with his live shows. STURDY. worked on Alejandro\u2019s 2022 Billboard Awards performance in Las Vegas, his Saturno<\/em> tour, assorted festival performances and 2025\u2019s high-concept Cosa Nuestra<\/em> tour, which grossed $117.3\u00a0million and sold 869,000 tickets in 2025, more than double his previous career best. \u201cIt\u2019s become a relationship,\u201d Martinez says of his work with Alejandro. \u201cThere\u2019s a lot of creative respect there and I love his music. I\u2019m very lucky to be able to work with artists that I actually listen to.\u201d<\/p>\n

    \n\tLooking ahead, Martinez says STURDY. plans to become \u201ca three-headed monster,\u201d covering creative direction and design in the live space, creative design in music and album campaigns and focusing on experiential. As fans are paying more and expecting more from live shows, STURDY. plans to help artists make them bigger and better. \u201cWhat we\u2019re seeing a lot more of,\u201d Martinez says, \u201cis artists caring about executing and building their world on a much greater scale than we\u2019ve ever seen before.\u201d<\/p>\n

    This story appears in the Aug. 1, 2026, issue of <\/em>Billboard.<\/p>\n<\/div>\n<\/div>\n

    [analyse_source url=”https:\/\/www.billboard.com\/pro\/sturdy-adrian-martinez-bad-bunny-rauw-alejandro-40-under-40\/”]<\/p>\n","protected":false},"excerpt":{"rendered":"

    [analyse_image type=”featured” src=”https:\/\/www.billboard.com\/wp-content\/uploads\/2026\/07\/adrian-martinez-cr-courtesy-2026-bb8-billboard-1800.jpg?w=1024″] Trending on Billboard Professional independence can be liberating for any creative. But for tour direction pro Martinez and his collaborators, Kevin and Tyler Henry, it was an obstacle. \u201cI remember saying to the guys, \u2018We\u2019re never going to work with the top artists in the world if we\u2019re just freelancing,\u2019\u00a0\u201d Martinez says […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[48,226],"class_list":["post-2069371","post","type-post","status-publish","format-standard","hentry","category-politics","tag-billboard-com","tag-crawlmanager"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2069371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2069371"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2069371\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2069371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2069371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2069371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}