What Primo Entertainment does

Primo Entertainment is a Miami-based, privately held live entertainment producer founded in 2014 by David Rosenfeld and Andres Naftali. The company operates two product lines: live concert and tour production for international artists, and a portfolio of ticketed immersive multimedia exhibitions. On the live side, Primo has produced hundreds of events featuring major touring acts across Central America and the US, including Backstreet Boys, Ariana Grande, Justin Bieber, Bad Bunny, Marc Anthony, Guns N' Roses, Soda Stereo, and Gloria Trevi, with established venue and ticketing relationships across Costa Rica, Panama, Guatemala, Nicaragua, and increasingly US markets such as Miami. On the immersive side, Primo owns and operates recurring exhibition brands including The Messi Experience World Tour (co-developed with Moment Factory and launched in Miami in April 2024 with plans for 150 cities), Beyond Van Gogh, Beyond Monet, and Frida Kahlo: The Immersive Biography, as well as the Cirque du Soleil co-production 'Sep7imo Dia' honoring Soda Stereo.

The underlying technology stack centers on immersive multimedia: 360-degree projection, 3D visuals, large-scale animated projections of artwork, atmospheric audio design, and AI-powered interactive storytelling (notably an AI representation of Messi within The Messi Experience). The Messi Experience combines these modalities across nine themed installations; the artist-exhibition brands layer narration, music, and motion-captured storytelling. Revenue is generated primarily through three streams: ticket sales for concerts and exhibitions (transaction-based), production and promotion fees for live events (professional services), and ticketed immersive exhibition admissions. Distribution runs through the company website, regional ticketing partners (Ticketplus, Eticket, Ticketera), and venue-based channels in Costa Rica, Panama, the US, and select South American markets.

The customer base is bifurcated: B2B clients are international music artists and rights-holders seeking regional production and promotion support; B2C end-customers are concert-goers, families, and experience-seekers in Central America and, increasingly, the US. The company is privately held with no disclosed funding rounds, parent company, or institutional investors, and employs 11–50 people.

Name

Primo Entertainment

Legal name

Primo Entertainment

Website

https://primo-entertainment.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Primo Entertainment is a Miami-based live entertainment producer that runs international concert tours and a portfolio of immersive multimedia exhibitions (The Messi Experience, Beyond Van Gogh, Beyond Monet, Frida Kahlo) for audiences across Central America and the US.

Ownership category

akta.pro rank

Product category

Live Entertainment and Event Production

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK)

akta.pro secondary industry

Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Live event production
• Concert promotion services
• Immersive multimedia exhibitions
• Music tour management
• Experiential entertainment

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for live music concerts, music tours, and immersive experiences. The company sells tickets directly through their website and through partner ticketing platforms across Central America and the US.
2. Live Event Production and Promotion: Revenue generated from producing and promoting live entertainment events including global music tours, concerts, and exhibitions. The company handles production, logistics, and event management.
3. Immersive Experience Exhibitions: Revenue from ticketed immersive multimedia exhibitions such as Beyond Van Gogh, Beyond Monet, Frida Kahlo: The Immersive Biography, and The Messi Experience. These exhibitions use projection and interactive technology.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Primo Entertainment produces and promotes live music concerts and tours for international artists across Central America and the United States, and develops proprietary immersive multimedia exhibitions such as The Messi Experience World Tour, Beyond Van Gogh, Beyond Monet, Frida Kahlo: The Immersive Biography, and Cirque du Soleil: Soda Stereo – Sep7imo Dia. Revenue is generated primarily through ticket sales and live event production services delivered in partnership with artists, venues, and content collaborators such as Moment Factory and Cirque du Soleil.

Product overview

Primo Entertainment operates two core product lines: (1) Interactive Experiences featuring immersive multimedia exhibitions including The Messi Experience World Tour, Frida Kahlo: The Immersive Biography, Beyond Van Gogh, Beyond Monet, and Cirque du Soleil: Soda Stereo - Sep7imo Dia; and (2) Live Shows comprising music concerts and performances by international artists. The company specializes in transformational experiences combining world-class production, live entertainment, and immersive technology.

Differentiator

Problem solved

Functional benefit

Brands

• The Messi Experience World Tour: An interactive and immersive multimedia experience taking fans through the life and career of Leo Messi, combining cutting-edge technology across nine themed installations with interactive games, advanced technology, and artificial intelligence.
• Frida Kahlo: The Immersive Biography
• Beyond Van Gogh
• Beyond Monet
• Cirque du Soleil: Soda Stereo - Sep7imo Dia

Products and services

• The Messi Experience World Tour 75-minute interactive multimedia experience taking visitors through the life and career of Lionel Messi across nine themed installations, combining cutting-edge technology, interactive games, AI-powered interactions, and narration by Argentine writer Hernan Casciari. Targeted at Messi fans, families, and immersive-experience seekers, planned for expansion across 150 cities.
• Frida Kahlo: The Immersive Biography Interactive immersive experience exploring Frida Kahlo's life and art using large-scale projections, digital installations, and interactive elements that combine art, history, and storytelling. Targeted at art and culture audiences, families, and immersive-experience seekers.
• Beyond Van Gogh Immersive experience bringing Vincent van Gogh's masterpieces (Starry Night, Sunflowers, The Bedroom) to life through cutting-edge projection technology, combining music, narration, and large-scale visuals. Miami edition surpassed 100,000 visitors before extending its season. Targeted at art fans, families, and immersive-experience seekers.
• Beyond Monet Immersive experience bringing Claude Monet's Impressionist masterpieces (Water Lilies, Impression, Sunrise) to life using state-of-the-art projection technology and an emotive musical score. Targeted at art enthusiasts, families, and immersive-experience seekers in markets such as Miami.
• Cirque du Soleil: Soda Stereo – Sep7imo Dia Spectacular theatrical tribute combining Cirque du Soleil's world-class acrobatic artistry with the music of legendary Argentine rock band Soda Stereo, featuring a specially remastered soundtrack and immersive staging. Targeted at Soda Stereo fans, Latin American audiences, and Cirque du Soleil attendees touring across the region.
• Live Music Concerts and Tours Live music concerts and tour productions delivered for international and Latin American artists (including Gloria Trevi, Soda Stereo, Backstreet Boys, Ariana Grande, Justin Bieber, Bad Bunny, Marc Anthony, Enrique Iglesias, Ricardo Arjona, Guns N' Roses, Anuel AA & Karol G, Camilo, Ricardo Montaner, Reik, Melendi, Joan Manuel Serrat, Joaquin Sabina, Estopa, Carín León, Ela Taubert, Jesse & Joy, Alejandro Sanz, Mon Laferte) across venues in Costa Rica, Panama, Guatemala, Nicaragua, Miami, New York, and Buenos Aires. Delivered as a B2B production/promotion service to artists and consumed B2C via ticketed audiences.

Quantifiable outcome

• Millions of tickets sold across hundreds of successful productions
• +2 more outcomes

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• Moment FactorycoreStrategic or Co-development Partner · 25 April 2024Primo Entertainment partnered with Moment Factory to co-create The Messi Experience, an immersive multimedia exhibition featuring nine themed installations, AI-powered interactions with Messi, and interactive storytelling. The experience combines cutting-edge technology, 360 projection, 3D visuals, and artificial intelligence across immersive spaces dedicated to Lionel Messi's journey.
• Cirque du SoleilflagshipStrategic or Co-development PartnerPrimo Entertainment partnered with Cirque du Soleil to produce 'Cirque du Soleil: Soda Stereo - Sep7imo Dia - No Descansare', a spectacular tribute to the legendary Argentine rock band Soda Stereo. The production combines world-class Cirque du Soleil artistry with Soda Stereo's iconic music, featuring breathtaking acrobatics, stunning visuals, and immersive storytelling with a specially remastered soundtrack.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• C3 Presents: Major US-based concert and festival promoter (Austin City Limits, Lollapalooza). Comparable business model in producing large-scale music events and concert tours.
• OCESA (CIE): Latin America's largest concert promoter and live entertainment company, producing major international tours across Mexico and Latin America. Directly comparable to Primo's core concert promotion business model in Spanish-speaking markets.
• Paquin Entertainment Group: Canadian live entertainment producer and promoter operating across concerts, theatrical productions, and immersive exhibitions. Comparable as a mid-sized multi-format live entertainment producer.
• Moment Factory: Direct strategic partner on The Messi Experience and a leading creator of immersive multimedia installations worldwide. Comparable as both partner and competitor in immersive experience production.
• Cirque du Soleil: Direct strategic partner on Sep7imo Dia and a global leader in large-scale theatrical/live entertainment productions. Comparable in producing premium theatrical experiences and immersive shows.
• Fever: Leading global immersive experiences marketplace operating many of the same exhibition formats as Primo (Van Gogh, Frida Kahlo, Monet experiences). Direct competitor in the immersive exhibition business model.
• Atelier des Lumières (Culturespaces): Pioneering immersive art exhibition operator in Paris with global expansion. Directly comparable to Primo's Beyond Van Gogh, Beyond Monet, and Frida Kahlo exhibition products using projection technology.

Broad incumbents

• Live Nation Entertainment: World's largest live entertainment company and concert promoter. Comparable in concert promotion, ticketing, and artist relationships, but vastly larger scale and broader geographic reach.
• AEG Presents: Major global concert promoter and venue operator (Staples Center, Coachella). Comparable in producing international tours and large-scale live events, but with vastly broader portfolio and global footprint.
• MSG Entertainment: Operates iconic live entertainment venues (Madison Square Garden) and produces live entertainment including immersive experiences (MSG Sphere). Comparable in live entertainment production and venue operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/primoentertainmentglobal
• LinkedInlinkedin.com/company/primoentertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Primo Entertainment