San Juan, Aug 29 (EFE) – Puerto Rican businessman Alejandro Pabón, partner and promoter at Move Concerts and the producer in charge of Bad Bunny’s concert season in Puerto Rico, told EFE that “it will be difficult” to surpass this musical project on the island because of its social and cultural impact, though he hopes to keep staging major events.
“What I want is for us to continue doing things this big for a long time, and hopefully with other artists. For them to get even close to what Benito (Bad Bunny) is achieving would be a blessing, because many people would benefit from it,” the producer said.
Pabón took part this week in the forum “Puerto Rico as a global driver in music and entertainment,” organized by GFR Media and Agencia EFE. He is a key figure behind productions for artists like Bad Bunny, Karol G, Justin Bieber, Ed Sheeran, Katy Perry, and Beyoncé, in Puerto Rico and abroad.
Under his leadership, Move Concerts has been the island’s leading concert promoter for the past four years, with more than 413,000 tickets sold in 2024 alone. But its most emblematic achievement came in 2025 with the 30-concert series “No Me Quiero Ir de Aquí” at the Coliseo de Puerto Rico.
Producer Alejandro Pabón poses during an interview with EFE on Tuesday in San Juan, Puerto Rico. EFE/Thais Llorca
“Without fear” of making history
“I never would have thought something like this was possible,” Pabón said of the historic residency, produced by Move Concerts together with Noah Assad Presents, the company run by Bad Bunny’s manager, Noah Assad.
The 30-show run sold more than 400,000 tickets. Those included 80,000 tourist packages aimed at drawing people from around the world to the Caribbean territory to experience its landscapes, culture, and cuisine.
Producer Alejandro Pabón poses during an interview with EFE on Tuesday in San Juan, Puerto Rico. EFE/Thais Llorca
“I have to thank Benito and Noah for coming up with this idea and trusting me and the rest of the team to make it happen. We went for it without fear, head-on, because these are big dreams and we showed they can be achieved,” Pabón emphasized.
The concerts sold out in record time. The production also recreated inside the Coliseo arena the house featured in the short film for Debí Tirar Más Fotos.
A unique social and cultural impact
The house became a meeting place for celebrities including LeBron James, Penélope Cruz, Javier Bardem, Kylian Mbappé, Achraf Hakimi, Ricky Martin, Eladio Carrión, Arcángel, Jowell & Randy, De La Ghetto, Tito El Bambino, Residente, José “Piculín” Ortiz, and Félix “Tito” Trinidad.
“In terms of reach—what Benito does, his message, what it means—I find it very hard to see anyone emulating this. I’m not saying someone couldn’t sell out 20 shows, but having the cultural and social impact that he’s generated may be a once-in-a-lifetime event,” Pabón said.
The concert season, like the album Debí Tirar Más Fotos, pays tribute to Bad Bunny’s native Puerto Rico and its culture, blending reggaeton with traditional genres such as salsa and plena, known for their powerful percussion.
Chief operating officer of Rimas Nation, part of the Rimas Entertainment conglomerate, highlighted the intergenerational connection in Bad Bunny’s performances. He pointed to songs like “DTMF” and “Lo que le pasó a Hawaii,” which celebrate Puerto Rican identity.
A bright future for new talent
Pabón acknowledged the challenges of replicating this success. He said the new generation of artists shows “great talent, hunger, and seriousness,” and he foresees “a bright future.”
