Proactiv

What Proactiv does

Proactiv Entertainment is a Spain-based live entertainment production company that operates across three interconnected verticals: Live Shows (theatrical productions, musicals, and plays), Location-Based Entertainment or LBE (exhibitions, light trails, and immersive experiences such as the Mundo Pixar London exhibition), and Music (concerts and festivals including productions featuring artists such as Maluma). The company manages the full event lifecycle from creative development through operational execution, serving both consumer audiences attending events and corporate clients commissioning branded entertainment productions.

Founded in 1987 and headquartered in Madrid with an additional office in Barcelona, Proactiv Entertainment has extended its operational footprint into the Middle East (Dubai at Expo City, Abu Dhabi, and Qatar) and Asia-Pacific (Singapore). This six-location, four-country presence enables cross-border touring and local venue relationships that differentiate the firm from purely domestic live entertainment producers. The business operates an event-driven go-to-market motion: distribution is achieved through direct audience attendance at venues and through channel partnerships with venue operators including theaters, exhibition centers, and festival grounds, while ticket sales, event sponsorships, and production fees form the revenue base on a transaction-fee model.

The company is privately held as a Spanish limitada (S.L.) entity, with no disclosed parent company, institutional investors, or venture capital backing. Marketing is concentrated in organic social channels (two Instagram accounts, LinkedIn, Facebook, YouTube) rather than paid performance channels. No proprietary technology platform, API, SDK, patents, or trademarks are disclosed, and the operating model remains production-and-relationship-driven rather than software-driven. Pricing is quote-based and event-specific rather than publicly disclosed, and customer concentration between B2C ticketing audiences and B2B corporate clients is not separately quantified — both representing material data gaps for any prospective investor or acquirer.

Name

Proactiv

Legal name

Proactiv Entertainment

Website

https://proactiv.es

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Proactiv Entertainment is a Spain-based live entertainment production company operating across Live Shows (musicals, plays), Location-Based Entertainment (exhibitions, immersive experiences), and Music (concerts, festivals), with offices in Spain, UAE, Singapore, and Qatar.

Ownership category

akta.pro rank

Product category

Live Entertainment Production

NAICS

Performing Arts Companies (7111), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industry

Corporate Venues & Location Rentals (Hotels, Ballrooms, Unique Venues) (MPAGAHAO)

Keywords

• Live event production
• Theatrical productions
• Location-based entertainment
• Concert and festival management
• Immersive experience events

Headquarters

HQ city

Badalona

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Event Production and Management: Proactiv Entertainment generates revenue through the production and management of live entertainment events including musicals, plays, exhibitions, light trails, immersive experiences, concerts, and festivals. Revenue is derived from ticket sales, event sponsorships, and production fees for corporate and public events.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Proactiv Entertainment produces and manages live entertainment events across three core service categories: Live Shows (musicals, plays, and theatrical productions), LBE / Location-Based Entertainment (exhibitions, light trails, and immersive experiences), and Music (concerts and festivals). The company operates across multiple regions, delivering full-lifecycle event production from concept to execution, including touring operations for international audiences.

Product overview

Proactiv Entertainment operates as a live entertainment company offering three interconnected service categories: Live Shows (theatrical productions, musicals, and plays), LBE (Location-Based Entertainment including exhibitions, light trails, and immersive experiences), and Music (concerts and festival management). The company manages productions across multiple global locations with headquarters in Madrid and Barcelona, Spain, and additional offices in Dubai, UAE and presence in Singapore, Abu Dhabi, and Qatar.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Shows Theatrical event service covering live events, musicals, and plays featuring theatrical performances and entertainment productions. Delivered to general public audiences across venues in Spain, the UAE, Singapore, Abu Dhabi, Qatar, and other markets.
• LBE (Location-Based Entertainment) Exhibitions, light trails, and immersive experiences for location-based entertainment venues, designed for public audiences and corporate clients seeking branded or cultural immersive experiences in fixed venues.
• Music Concert and festival event management and production services, including full tour operations for music artists and large-scale festival productions.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Live Nation Entertainment: Global live entertainment conglomerate promoting concerts, festivals, and theatrical shows on a worldwide basis. Comparable because it produces and distributes live music events and theatrical content across multiple regions, competing for the same artists, sponsors, and venue partners as Proactiv.
• IMG Artists (Endeavor): Global artist management and events agency producing concerts, tours, and live experiences on behalf of major artists and brands. Comparable because of its international footprint and focus on producing concerts and live entertainment events across multiple geographies.
• AEG Presents: Global live entertainment promoter and venue operator producing concerts, festivals, and touring productions worldwide. Comparable because it competes for the same concert/festival productions, sponsorships, and international touring opportunities as Proactiv's Music vertical.
• CTS Eventim: European live entertainment and ticketing operator running concerts, tours, and venue-based entertainment programming across multiple European countries. Comparable because it operates a comparable Europe-centric production and promotion model for concerts and live entertainment events.

Direct peers

• Fever: Global platform producing and distributing immersive experiences, exhibitions, and live events across multiple cities. Comparable because both companies monetise location-based entertainment (LBE) and produce branded immersive experiences for major IP holders.
• Dragone Entertainment: International theatrical and immersive show producer specialising in resident and touring productions for entertainment destinations globally. Comparable because both companies deliver large-scale live theatrical shows and immersive experiences for rights-holders and venues across multiple continents.
• Thinkwell Group: Experience design and production firm specialising in location-based entertainment, immersive experiences, and themed attractions. Comparable because Thinkwell also produces exhibitions, immersive installations, and live events for major brand and entertainment IP clients.
• Cirque du Soleil: Iconic live entertainment company producing large-scale theatrical shows and resident productions worldwide. Comparable in terms of end-to-end live show production, international touring, and immersive theatrical experience formats.
• White Light: UK-based technical production supplier providing staging, lighting, sound, and video for live events, theater, and broadcast. Comparable as a production services partner in the live shows and touring space, addressing the same operational backbone Proactiv uses for its productions.
• Stage Entertainment: European musical-theater producer and venue operator producing live theatrical shows (musicals, plays) at scale in multiple countries. Directly comparable to Proactiv's Live Shows pillar in both format (musicals/plays) and cross-border production model.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat2 records

Key risks4 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCCXXLaKlYDHoFSigPkcXemQ
• Facebookfacebook.com/ProactivEvents
• LinkedInes.linkedin.com/company/proactiv-s.l.
• Instagraminstagram.com/proactiv.entertainment
• Xx.com/proactiv_es

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proactiv