What elrow global s.l. does

Elrow Global S.L. is a Barcelona-headquartered entertainment company that produces themed, immersive electronic music events and festivals. Founded in 2010 by Juan Arnau and Cruz Arnau — the sixth generation of an entertainment dynasty dating to 1870 — Elrow designs each event around one of 18 rotating themes (including Bhūtarāh, Hallucinarium, Dance with the Serpent, and Neo Kaos Garden), with custom stages, costumes, props, and theatrical performers manufactured at the company's 6,000 sqm La Nave workshop in Barcelona (expanding to 10,000 sqm in 2024). The company's core technology is its in-house creative production engine: a 40-person team (including 10 seamstresses) producing the sets and props that enable it to transform empty venues into immersive party environments within 24 hours using 15-25 trucks of logistics equipment.

The company operates across 48 countries and 150 cities, delivering approximately 680 shows to 3.8 million attendees annually. Product portfolio spans large-scale branded festivals (Elrow Town at 30,000-50,000 attendees, Monegros Desert Festival), mid-size shows (Elrow XXL at 10,000-20,000), themed island/winter formats (elrow Island, Snowrow), and recurring club residencies at premium venues including Amnesia Ibiza and UNVRS Ibiza (Guinness-certified world's largest nightclub). Revenue is primarily generated through direct-to-consumer ticket sales — approximately 1 million tickets sold per year at €65-300 per ticket — supplemented by brand partnerships (Heineken, Desperados) for experiential marketing activations, branded stages, and VIP experiences.

The company became profitable in 2016 and in 2016-2017 sold a majority stake to Providence Equity Partners via its live music division Superstruct Entertainment (led by James Barton, founder of Creamfields), which has funded international expansion into the US, UK, China, and other markets. Reported revenue exceeds €55 million annually with direct costs of €40 million, growing at an average of 15% per year since 2015. The Arnau family retains significant ownership and continues to lead creative and operational direction.

Name

elrow global s.l.

Legal name

ELROW GLOBAL S.L.

Website

https://elrow.es

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Elrow is a Barcelona-based global entertainment company producing immersive, themed electronic music events, branded festivals, and club residencies across 48 countries and 150 cities, serving young adults aged 18-40 with custom-designed theatrical productions created in-house and generating revenue primarily through ticket sales and brand partnerships.

Ownership category

akta.pro rank

Product category

Live Entertainment and Event Production

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Performing Arts, Spectator Sports, and Related Industries (711), Performing Arts Companies (7111)

SIC

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

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industries

Event Decor Design & Styling (HSACAOAB), Event Design, Decor & Styling (HSACAAAB)

Keywords

• Immersive event production
• Electronic music festivals
• Themed party experiences
• Live entertainment services
• Experiential marketing activations

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Event Ticket Sales: Primary revenue stream from selling tickets to Elrow branded events. Average of 1 million tickets sold per year across all events. Ticket prices range from 65-300 euros depending on event type and access level.
2. Brand Partnerships and Sponsorships: Collaborations with brands like Heineken and Desperados for experiential marketing activations, VIP experiences, and stage sponsorship.
3. Festival Production: Producing own festivals (Elrow Town, Monegros Desert Festival) and providing branded stages at third-party festivals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Elrow designs, produces, and operates immersive themed electronic music events and festivals worldwide. The company creates custom-designed stages, costumes, props, and theatrical elements in-house at its Barcelona workshop, combining DJ programming with costumed performers, stilt walkers, confetti, and audience participation. Events are delivered through own branded festivals, third-party festival stages, and club residencies across more than 25 countries.

Product overview

Elrow is a global entertainment company specializing in immersive electronic music events and festivals. The core offering is Elrow's signature immersive party format—a theatrical, highly-produced experience combining themed decorations, confetti shows, costumed performers, stilt walkers, and interactive audience participation. The product portfolio includes Elrow Town (large-scale own festivals of 30,000-50,000 attendees), Elrow XXL shows (10,000-20,000 people), elrow Ibiza x UNVRS (summer Ibiza residency), elrow Island, Snowrow Festival, and the Monegros Desert Festival. The company also produces themed event shows with contemporary artists (elrow'art), operates an online merchandise shop (elrow Shop), and runs a music label (elrow Music). All productions are designed and manufactured in-house at their Barcelona workshop.

Differentiator

Problem solved

Functional benefit

Brands

• elrow Town: Large-scale festival format with 30,000-50,000 person capacity, featuring multiple stages and immersive themed experiences
• elrow XXL
• elrow Residencies
• Monegros Desert Festival
• elrow Island
• Snowrow Festival
• elrow'art

Named customers3 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• HeinekencoreGTM or Marketing PartnerBrand partnership including experiential marketing activations, VIP events, and branded experiences. Heineken has collaborated on unique events including VIP experiences in Venice.
• Desperados (Heineken)coreGTM or Marketing PartnerBrand sponsorship with dedicated branded stage areas at events (Desperados Avenue) and experiential activations featuring DJs in creative settings.
• Okuda San MiguelminorStrategic or Co-development PartnerSpanish painter and sculptor who designed all pieces for Elrow'art Kaos Garden event in New York, including confetti and immersive art installations.
• UNVRS IbizacoreStrategic or Co-development PartnerElrow became resident at UNVRS Ibiza (world's largest nightclub per Guinness World Records) for their Ibiza x UNVRS 2026 season, marking a significant residency partnership.
• London Warehouse Events (LWE)coreChannel Partner/ Reseller/ DistributorUK partner for touring Elrow events across the UK, including major venues and festival stages. LWE co-promoted events at Victoria & Albert Museum Christmas lights and major London venues.

Scale indicators11 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Tomorrowland: Tomorrowland is the world's largest electronic dance music festival, held annually in Boom, Belgium, with theatrical stage design, themed editions, and a global tour footprint. It is the closest direct competitor to Elrow in combining premium electronic music lineups with large-scale immersive theatrical production at festival scale.
• Insomniac Events: Insomniac produces flagship electronic music festivals including EDC, Countdown, and Beyond Wonderland, with theatrical stage design and themed experiences across North America. It mirrors Elrow's model of building festival brands around immersive environments and notable DJ lineups targeting the 18-40 demographic.
• Creamfields: Creamfields is a major UK-based electronic music festival owned by Live Nation, founded by James Barton (who later led Superstruct Entertainment, Elrow's parent). It is the most directly comparable large-scale electronic music festival in Elrow's home European market with similar audience and production economics.
• Awakenings: Awakenings is a leading Dutch techno festival and event series with multiple annual editions and high production values. It competes with Elrow for premium electronic music audiences in the European festival circuit and offers similar immersive stage design and DJ-focused programming.
• Circoloco: Circoloco is the iconic Monday residency at DC-10 Ibiza and runs branded parties and festivals globally, including branded stages at major festivals. It is a direct competitor in the Ibiza club residency space where Elrow also operates, targeting the same electronic music tourist.
• Ushuaïa Ibiza: Ushuaïa is a premium open-air club and hotel venue in Ibiza hosting daytime residencies for major electronic music brands. It directly competes with Elrow's UNVRS Ibiza residency and other Ibiza day/night party formats for the same tourist audience.
• Time Warp: Time Warp is a long-running German techno event series with flagship Mannheim editions and global offshoots, focusing on high-end production and immersive visuals. It targets the same premium electronic music event audience as Elrow and competes in European and Latin American markets.
• Pacha Group: Pacha is an iconic Ibiza nightclub brand (with original Pacha Ibiza and global franchises including hotels) and runs themed party events and residencies. It directly competes with Elrow for the Ibiza premium nightlife tourist and overlapping sponsor interest.

Emerging players

• Boiler Room: Boiler Room started as a London-based DJ streaming platform and now produces branded events and festivals globally. It represents an emerging, digitally-native competitor that combines electronic music content with live event production, increasingly overlapping with Elrow's audience and sponsor base.

Broad incumbents

• Live Nation Entertainment: Live Nation is the world's largest live entertainment company, owning major festivals including Creamfields and electronic music promoters. It is the broad incumbent that owns many of Elrow's direct competitors and venues, and is a potential strategic acquirer or competitor in any given market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/elrow_
• YouTubeyoutube.com/user/ElRowChannel
• Facebookfacebook.com/elrowofficial
• LinkedInlinkedin.com/company/elrow-family
• Instagraminstagram.com/elrowofficial
• TikToktiktok.com/@elrowofficial

Revenue estimate

Valuation estimate

Number of profiles

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 elrow global s.l.