What Apodaca Group does

Apodaca Group is a privately held Mexican entertainment company headquartered in Monterrey, Nuevo León, founded in 1978 by Oscar Flores Elizondo. Operating across more than four decades, the company runs an integrated platform of five business divisions: Booking (artist representation and talent booking for national and international music acts), Live (festival and concert production including 8 owned festivals such as Tecate Pa'l Norte, Tecate Supremo, Heineken Silver Live Out, Tecate Comuna, Tecate Península, Tecate Sonoro, Dale Mixx, and Parvada), Roma 212 (experiential design creative house), Friday Social Scene (concert and brand experience promotion for younger audiences), and Amplify (digital distribution and artist development services). The company represents a roster of 35+ artists spanning Regional Mexicano, Pop-Rock-Urbano, and comedy categories, including Grammy and Latin Grammy winners (Intocable, La Mafia) and high-growth acts (Fuerza Regida, Santa Fe Klan, Kenia Os, Gera MX).

The company monetizes through three primary revenue streams: artist booking commissions and representation fees (professional services), live event production including ticketing revenue and production fees (professional services), and commercial partnerships and sponsorships across its festival assets, concert tours, and gastronomic events (affiliate/referral-style sponsorship packages). Brand partnerships span 60+ commercial relationships including Tecate as flagship sponsor across five festivals, Heineken, Coca-Cola, Pepsi, Oxxo, Ocesa, Disney, Cirque du Soleil, Prime Video, TikTok, Hyundai, Bacardí, Diageo, Telcel, and government entities. Ticket distribution is executed through integrations with Ticketmaster, Superboletos, Arema, Showbizticket, and other regional platforms. Pricing is quote-based and not publicly disclosed; packages are negotiated based on artist popularity, event scope, and brand requirements.

Apodaca operates primarily in Mexico with an international office in Houston, Texas for US-market artist relations and business development. The company also produces gastronomic festivals (Festival del Gordo, Festival del Antojo), corporate events, governmental/institutional events, and digital events, and offers talent recruitment for advertising campaigns plus Web 3 services. The underlying technology stack is operational rather than technology-product centric: event logistics, artist booking systems, brand activation tools, and ticketing integrations rather than proprietary AI or platform software. The firm is privately held with no disclosed parent, no private equity backing, and no public listing, with founder Oscar Flores Elizondo maintaining operational leadership.

Name

Apodaca Group

Legal name

Representaciones Artísticas Apodaca, S.A. de C.V.

Website

https://apodaca.com.mx

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Apodaca Group is a privately held Mexican entertainment company founded in 1978, operating integrated divisions in artist representation, live event production, and commercial sponsorships. It produces eight owned music festivals across Mexico, represents 35+ artists, and serves 60+ brand partners.

Ownership category

akta.pro rank

Product category

Live Entertainment Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Musical Groups and Artists (71113), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Advertising (7310)

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industries

Full-Service Artist Management (MPAIAGAA), Tour & Artist Management Services (HSACAHAN), Food, Wine & Beverage Festivals/Expos (MPAGAFAE), Festival & Live Entertainment Brand Partnerships (MPAAAGAF), Brand Partnerships & Endorsement Agencies (MPAIAGAF)

Keywords

• Artist booking services
• Live event production
• Festival management
• Brand activation services
• Music entertainment

Headquarters

HQ city

Monterrey

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Artist Booking and Representation: Apodaca Group generates revenue by promoting and representing music artists nationally and internationally. The company earns commissions and fees for securing bookings for concerts, festivals, and events for their roster of talent.
2. Live Event Production: Revenue from organizing and producing festivals, concerts, and special events. The company handles event logistics, venue coordination, ticketing partnerships, and event management for both public and private events across Mexico.
3. Commercial Partnerships and Sponsorships: Apodaca Group develops customized brand strategies and sponsorship packages across their festival assets (Tecate Pa'l Norte, Tecate Supremo, Heineken Silver Live Out, etc.), concert tours, and gastronomic events. Brands pay for brand awareness, consumer recruitment, positioning, and brand love activations.
4. Digital Distribution and Artist Development (Amplify): Amplify division offers distribution, strategy, and artist development services through comprehensive digital release plans, generating revenue from artist service agreements and digital distribution partnerships.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Apodaca Group is an entertainment company promoting and representing artists internationally while producing and organizing festivals, concerts, and special events across Mexico. The group operates five business divisions — Booking (artist representation), Live (event production and festival organization), Roma 212 (experiential design), Friday Social Scene (concert and brand experiences), and Amplify (digital distribution and artist development). It runs a portfolio of eight branded music festivals and gastronomic festivals, and develops 360-degree sponsorship packages for over 60 commercial brand partners.

Product overview

Apodaca Group is a leading entertainment company with over 40 years of experience operating as a platform-plus-divisions model. The company operates through five main divisions: (1) Booking - the core artist representation service that promotes and represents national and international music talents; (2) Live - the event production division organizing festivals, concerts, and special events; (3) Roma 212 - a creative house specializing in experiential design; (4) Friday Social Scene - a division promoting concerts, brands and experiences; and (5) Amplify - offering distribution, strategy and artist development services. The company produces major music festivals including Tecate Pa'l Norte, Tecate Supremo, Heineken Silver Live Out, Tecate Comuna, Tecate Península, Tecate Sonoro, Dale Mixx, and Parvada, as well as gastronomic festivals (Festival del Gordo, Festival del Antojo) and concert tours throughout Mexico. Commercial services include sponsorship strategies, governmental events, corporate events, digital events, talent recruitment for advertising campaigns, and Web 3 services. The company represents artists across Regional Mexicano, Pop-Rock-Urbano, and Talento (comedy) categories.

Differentiator

Problem solved

Functional benefit

Brands

• Roma 212 Creative House: A creative house specialized in experiential design that transforms radical ideas into unique and unforgettable moments.
• Friday Social Scene
• Amplify

Products and services

• Booking Division Artist representation and booking service that promotes and represents national and international music talent for concerts, festivals, corporate events, and private functions across Mexico and internationally. Includes Regional Mexicano, Pop-Rock-Urbano, and comedy talent categories.
• Live Division Event production and organization service responsible for producing massive national and international festivals, concerts, special events, and government and corporate events, both public and private.
• Roma 212 (Creative House) Creative house specialized in experiential design that transforms radical ideas into unique and unforgettable moments for brands and partners.
• Friday Social Scene Promotion company that develops concerts, brands, and experiences for a market seeking fresh concepts, with a team experienced in the music industry.
• Amplify Offers distribution, strategy, and artist development services through comprehensive digital release plans for artists.
• Tecate Pa'l Norte Major music festival held in Monterrey at Parque Fundidora, featuring international and regional artists across multiple stages; one of the largest festivals in Mexico.
• Tecate Supremo Music festival held in Ciudad Juárez, Mexico, part of the Tecate festival brand portfolio.
• Heineken Silver Live Out Brand-sponsored music festival held in Monterrey, Mexico.
• Tecate Comuna Music festival held in Puebla, Mexico, part of the Tecate festival brand portfolio.
• Tecate Península Music festival held in Tijuana, Mexico, part of the Tecate festival brand portfolio.
• Tecate Sonoro Music festival held in Hermosillo, Mexico, part of the Tecate festival brand portfolio.
• Dale Mixx Music festival held in Monterrey, Mexico, featuring diverse musical programming.
• Parvada Music festival held in Parras, Mexico — a regional festival offering.
• Gira de Conciertos Concert tour series throughout Mexico for national and international artists.
• Festival del Gordo Gastronomic festival held in Monterrey and Guadalajara combining culinary experiences with entertainment.
• Festival del Antojo Gastronomic festival held in Monterrey and Torreón celebrating regional cuisine.
• Patrocinio (Sponsorship Services) 360-degree sponsorship strategy around assets where music is the trigger, seeking consumer impact through brand partnerships.
• Eventos Gubernamentales Institutional event services covering government events including anniversary celebrations, reports, inaugurations, and ceremonies following official protocols.
• Eventos Corporativos Corporate event creation services including campaign launches, brand parties, anniversaries, posadas, and custom corporate experiences.
• Eventos Digitales Differentiated digital content for corporate events, branded programs, and customized festival creation.
• Contratación de Talento para Campaña Publicitaria Talent recruitment services for advertising campaigns, launching 360-degree plans impacting different brand channels.
• Web 3 Services Web strategy development services as part of brand innovation initiatives.

Quantifiable outcome

• Production of major festivals including Tecate Pa'l Norte with headliners like Tyler, The Creator and Guns N' Roses
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

21 partnerships are on record, tiered flagship, core, major and strategic.

• TecateflagshipGTM or Marketing PartnerPrimary beer brand sponsor across multiple festivals including Tecate Pa'l Norte, Tecate Supremo, Tecate Comuna, Tecate Península, and Tecate Sonoro. Brand integration across festival structures, activations, and marketing materials.
• HeinekencoreGTM or Marketing PartnerBeer brand sponsor for Heineken Silver Live Out festival in Monterrey and general event sponsorship across the portfolio.
• OcesacoreStrategic or Co-development PartnerMajor entertainment promoter and venue operator in Mexico. Co-promotion and co-production of events and concerts across venues.
• OxxomajorGTM or Marketing PartnerConvenience store chain providing retail distribution for tickets, promotional activations, and brand visibility across stores.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform partner for concert and festival ticket sales across Mexico.
• Gobierno de Nuevo LeónmajorGTM or Marketing PartnerState government partnership for tourism and cultural event promotion, including events at Parque Fundidora venue.
• Coca-ColamajorGTM or Marketing PartnerBeverage brand sponsor across multiple events and festivals in the portfolio.
• PepsimajorGTM or Marketing PartnerBeverage brand sponsor for various events and brand activation opportunities.
• DisneystrategicGTM or Marketing PartnerEntertainment conglomerate partnership for family-oriented events and cross-promotional opportunities.
• Cirque du SoleilstrategicStrategic or Co-development PartnerLive performance company partnership for theatrical shows and specialized productions in Mexico.
• Prime VideostrategicGTM or Marketing PartnerStreaming platform partnership for content distribution and promotional collaborations.
• TelcelmajorGTM or Marketing PartnerTelecommunications brand sponsor for events with connectivity activations and brand presence.
• TikTokstrategicTechnology or IntegrationSocial media platform partnership for event promotion, artist marketing, and digital content creation.
• HyundaimajorGTM or Marketing PartnerAutomotive brand sponsor with vehicle activations at festivals and brand integration opportunities.
• TerniummajorGTM or Marketing PartnerIndustrial company partnership for events and brand activations.
• CemexmajorGTM or Marketing PartnerCement and building materials company sponsorship for construction-related events and brand presence.
• Parque FundidoracoreStrategic or Co-development PartnerIconic Monterrey park venue hosting major festivals including Tecate Pa'l Norte. Long-term venue partnership.
• Arena MonterreycoreStrategic or Co-development PartnerMajor indoor arena venue for concerts and live events in Monterrey.
• Auditorio CitibanamexcoreStrategic or Co-development PartnerPremium venue partnership for concerts and special events in Monterrey.
• BacardímajorGTM or Marketing PartnerSpirits brand sponsorship for festival bars and brand activations.
• DiageomajorGTM or Marketing PartnerSpirits company partnership for premium brand activations at events.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• AEG Presents: Global concert promotion and venue operating arm of AEG. Comparable in artist bookings and festival production at scale; competes in Mexico and Latin America for touring acts and corporate sponsorships.
• Live Nation Entertainment: Global live entertainment and ticketing conglomerate. Comparable as a promoter, festival operator, and artist-tour facilitator; broader portfolio but overlapping artist relationships, Mexican festival ambitions, and Ticketmaster integration with Apodaca's ticketing partnerships.

Direct peers

• Creative Artists Agency (CAA): Major talent and entertainment agency with a global music roster. Comparable to the Booking division for artist representation, international touring, and brand endorsement work that overlaps with Apodaca's commercial and booking services.
• Evenpro: Mexico-based promoter and CIE affiliate producing concerts and corporate events. Directly comparable in producing multi-city concert tours, securing artist bookings, and selling brand sponsorships inside Mexico.
• WME (William Morris Endeavor): Global talent agency representing musicians and live entertainers. Directly comparable to Apodaca's Booking division in artist representation, touring contract negotiation, and brand partnership deal-making across music categories.
• OCESA: Mexico's largest live entertainment promoter and a subsidiary of CIE. Directly comparable as a Mexican concert and festival promoter producing marquee festivals (e.g., Vive Latino) and competing for the same headliners, sponsors, and audiences as Apodaca's Live division.
• United Talent Agency (UTA): Global talent agency representing musicians, comedians, and live performers. Comparable to Apodaca's Booking division across music categories, Latin artist representation, and brand partnership activation.
• IMG Artists: International artist management and concert promotion agency. Comparable in representing performing artists, booking tours, and securing festival appearances - overlapping with Apodaca's international touring service within the Booking division.
• Zignia Live: Mexican promoter operating concert venues and producing large-scale Mexican tours and festivals. Comparable in scope of artist booking, ticketing, and festival production across Mexico, competing for the same corporate sponsors and headliner talent.

Emerging players

• Hipnosis (Hipnosis Festival/Latin America touring promoter): Latin American event/festival producer operating in Mexico with a strong urban and electronic music focus. Comparable as a Mexican event promoter pursuing brand sponsorships and ticketing partnerships with overlapping target demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/apodacagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Apodaca Group