Marcelo Figoli is no stranger to big numbers. As the founder and owner of Fenix Entertainment — the Argentina-based conglomerate that encompasses live shows, amusement parks, soccer teams and media — Figoli has offices in eight countries, produces more than 100 live events per year and has successfully promoted tours by the likes of Ricardo Arjona, Ricky Martin, Romeo Santos and Shakira.

But Figoli capped 2024 with his biggest tour ever: namely, the Luis Miguel 2023-24 Tour — co-promoted alongside Henry Cardenas’ CMN — which became not only the highest-grossing Latin tour of the year but also the highest-grossing Latin tour of all time, according to numbers reported to Billboard Boxscore.

In December, when Billboard published its top tours of the year recap, the Miguel tour had reported more than 2 million tickets sold over 128 shows, generating a gross income of $290.4 million in 2024 alone. That number doesn’t include the 2023 figures or Miguel’s final Mexico City shows.

“I was very emotional [when I heard the news],” Figoli tells Billboard of his record. “I felt immense happiness, for the artist and for the work we did.”

Below, Billboard speaks with Figoli about the stunning success of the Miguel tour and how it broke all records.

Despite its size, Fenix ​​is ​​an independent company. How do you distinguish yourself from other promoters worldwide?

We offer something different. We do more artisanal work, if you will, and put more thought into each of the artists and the products. I throw myself into it. I’m passionate, I go crazy, I review sales numbers every day, I’m a workaholic. I’m very calm when it comes to handling the stress generated by these massive events that I organize, but I’m very nervous in the day-to-day work leading up to achieving success.

We can provide a plus in markets like Latin America and in some cases — as with Luis Miguel and Arjona— in the entire world. Also, Fenix ​​has partnered with CMN in recent years, and that consolidation continues to open a space for us.

Had you worked with Luis Miguel before?

We did countless concerts with Luis Miguel, but we had worked in the South American markets. Never a global tour like this one. But we’d worked very well because we have great respect and great admiration for his career. For us, he is one of the greatest artists in the world in any language, and we firmly believe in his career and that is why we bet on his tour. I thought the tour was going to be big, solid, strong. It may have exceeded my expectations, but I did know that this tour was going to do what it did. Initially, we were going to partner with CMN only in the United States and we ended up partnering for everything.

There’s a big leap from a “solid” and “strong” tour to the most successful in history. What do you attribute it to?

For me, the key to success was, first, how high we aimed. And second, how we planned the tour launch at the same time at a global scale, rather than market to market. We launched the global tour on the same day. The same day we put all the cities up for sale, and on the same day, with the same launch, we created a global explosion. We were able to get hundreds of thousands of fans around the world talking about it at the same time. We had billboards up in every city that went on sale, and we had digital and radio campaigns in each of those cities from day one. It’s the kind of launch that I have only seen for mass-consumer products. It was important to show that confidence and aggressiveness in the tour, and positioning it as a global tour, not a local tour. The way we framed it made it go viral.

How was working with CMN?

A lot of coming together, a lot of pre-production before launch. We work very well with the CMN team and the artist’s team. Plus, Henry is a legendary promoter.

It strikes me that Luis Miguel didn’t even have a new album or single…

But he was having a good personal and artistic moment, and that had an influence. Also, the launch strategy around the tour. In addition, we did a great job with our marketing teams, influencers, etc. But the basis is in the greatness of the artist. I’ve worked with so many artists, and I can’t think of many who could pull off a tour [of this magnitude and stamina]. He has demonstrated extraordinary professionalism and courtesy.

How do you see next year for Latin tours?

Excellent. We’re trying to convince Ricardo Montaner to do a farewell tour. Obviously we are negotiating for Ricardo Arona’s global tour. And with artists in development, we’ve had extraordinary success with Emilia Mernes and her 10 Arenas Movistar in Buenos Aires, where she played to over 290,000 people. I think Emilia is going to be a big deal in 2025.