Adrian Martinez, co-founder of Los Angeles production house STURDY., has built a leading role in live-show design and direction for artists including Bad Bunny and Rauw Alejandro. The company was formed in 2018 to work more directly with artists and translate their creative ambitions into larger-scale concert experiences, reflecting growing audience expectations for elaborate live productions.

STURDY. first worked with Bad Bunny on a 2020 Apple Music performance, then helped stage his 2021 P FKN R shows in San Juan, which cost more than $10 million. It has since contributed to his major tours, Grammy and Coachella appearances, and 2025 residency; his latest 57-date tour became the highest-grossing and best-selling tour ever without US dates, while his career gross exceeded $1 billion. STURDY. also supported Rauw Alejandro’s 2025 Cosa Nuestra tour, which grossed $117.3 million from 869,000 tickets, and plans to expand into music-campaign and experiential design.