Inside the Playbook: Veikko Fuhrmann on The Touring Business Behind Latin Music’s Global Rise

In this clip from The Manager’s Playbook, Mauricio Ruiz talks with Peso Pluma’s Tour Director, Veikko Fuhrmann, about the business behind Latin touring across the U.S., Canada, and Latin America.

Veikko breaks down how touring deals differ by market, from flat promoter packages in Latin America to U.S. and Canadian models built around splits, overages, settlements, taxes, union fees, and visas.

They also get into building We Are Live, bringing Latin acts like Nicky Jam and Romeo Santos into major Canadian arenas, working with Ricky Martin, and what it takes to bridge cultures, crews, cities, and expectations on the road.

For artists, managers, promoters, tour managers, and music executives, this is a real look at how the Latin live music business actually works.

Simply put, a conversation like this doesn't come cheap.

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Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g

Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

Topics include:
Latin touring, Peso Pluma, tour management, promoter deals, arena shows, Nicky Jam, Romeo Santos, Ricky Martin, U.S. touring, Canadian touring, visas, taxes, and artist management.