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Bad Bunny and Rauw Alejandro Turn To This Touring Pro To Create Concert Worlds ‘On A Much Greater Scale Than We’ve Ever Seen’
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.
In short
- STURDY. designs ambitious live worlds for major Latin music stars.
- Its Bad Bunny partnership supported record-breaking touring results.
- Martinez sees demand growing for bigger, more immersive concerts.
Explained simply
Adrian Martinez co-founded a Los Angeles production company called STURDY. in 2018 to specialise in designing and directing live concert performances for major artists. The company was created to work more directly with musicians and turn their creative visions into large-scale concert experiences as audience expectations for elaborate productions have grown.
STURDY. has worked with some of the biggest names in contemporary music, particularly reggaeton and Latin artists. The company's best-known work includes designing concerts for Bad Bunny, whose tours have set revenue records, and more recently for Rauw Alejandro's 2025 tour, which grossed over $100 million.
Concert production has become increasingly sophisticated, with elaborate staging, visual design and technical elements now integral to major tours. Specialist production companies like STURDY. work with artists to translate their creative visions into the large-scale performances that contemporary audiences expect.
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