Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

Colombia-born Henry Cardenas has been a force in U.S. Hispanic music and sports events for more than 12 years. His Chicago agency books music events at New York's Radio City Music Hall and around the U.S., sponsored by Procter & Gamble Co. and Philip Morris Cos.

Age: 39

Title: President, Cardenas/Fernandez & Associates

Fact: Box office sales for Hispanic music events exceed general audience totals. Mexicans will pay top dollar for top performances.

Tip: There is no single audience for Hispanic music; different areas of Latin America have different sounds.

Headaches: Performers' lack of loyalty to promoter. The life of a promoter is about elbow grease, not glamor.

Most Popular
In this article: