Latam’s cultural export fuels La Sordera’s cross-border growth
Its principals unpack the promoter's evolving business strategy, from servicing Venezuelan expats a decade ago to European expansion today
News By Hanna Ellington | 24 September 2026
When La Sordera began promoting shows for Venezuelan expats in Chile a decade ago, its business was rooted in connecting communities.
That purpose remains today, its principals tell IQ, though the operation has scaled to produce and promote more than 500 shows across Europe and Latin America, building a multinational business that helps artists, management, and touring teams navigate the complex trade between the two regions.
The company’s evolution mirrors the broader rise of Latin music over the past 10 years,…
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