STURDY.'s Adrian Martinez on Crafting Tours for Bad Bunny & More Stars

In the competitive world of live music production, establishing a distinctive creative identity is both challenging and essential. Los Angeles-based production company STURDY. has emerged as a key player in this space, particularly noted for its work with Latin music icons Bad Bunny and Rauw Alejandro. Founded in 2018 by Adrian Martinez alongside collaborators Kevin and Tyler Henry, STURDY. was born out of the trio’s desire to move beyond freelance gigs and middlemen, aiming to build direct, authentic relationships with top-tier artists.

Martinez and his team recognized early on that the conventional production landscape often diluted an artist’s vision through layers of intermediaries. Their mission was to bridge this gap by deeply understanding and elevating the unique creative aspirations of each performer. This approach quickly caught the attention of global stars, starting with a collaboration on a 2020 Apple Music performance for Bad Bunny.

The collaboration with Bad Bunny marked a significant turning point. Following the streaming event, STURDY. was brought on to design and direct the Puerto Rican superstar’s landmark P FKN R concerts at San Juan’s Estadio Hiram Bithorn in late 2021. These shows were particularly notable as Bad Bunny’s return to live touring after the pandemic hiatus, featuring a production budget reportedly exceeding $10 million. The success of these concerts established STURDY.’s capacity to deliver large-scale, immersive concert experiences that aligned closely with Bad Bunny’s innovative artistry.

Building on this momentum, STURDY. continued to partner with Bad Bunny on numerous high-profile projects. This included the Grammy-winning artist’s 2022 tours, El Último Tour del Mundo and World’s Hottest Tour, as well as his 2023 appearances at the Grammys and Coachella. Notably, STURDY. also played a central role in the conceptualization and execution of Bad Bunny’s 2025 residency, No Me Quiero Ir de Aquí, at the José Miguel Agrelot Coliseum in San Juan. The most recent collaboration was the 57-show DeBí TiRAR MáS FOToS tour, which concluded in July 2026 and set records as the highest-grossing and best-selling tour without any U.S. stops. These achievements coincide with Bad Bunny surpassing $1 billion in career gross revenue, a historic milestone for a Latin artist who performs primarily in Spanish.

STURDY.’s expanding influence is further demonstrated by its work with Rauw Alejandro, another prominent Puerto Rican musician. Their partnership began in 2022 when Alejandro personally reached out via Instagram, signaling trust and mutual artistic respect. Since then, STURDY. has crafted the visual and production elements for Alejandro’s Billboard Awards performance, the Saturno tour, various festival appearances, and the ambitious Cosa Nuestra tour in 2025. This tour alone generated over $117 million and sold close to 870,000 tickets, effectively doubling Alejandro’s prior commercial benchmarks.

These collaborations exemplify STURDY.’s dedication to fostering long-term creative relationships with artists they genuinely admire and listen to. The company’s philosophy centers on building concert experiences that are not only visually compelling but also deeply aligned with the artist’s musical narrative and identity.

Looking forward, STURDY. envisions broadening its scope beyond live shows. Plans include expanding into album campaign creative design and developing immersive experiential projects. As audiences demand larger-scale and more engaging live productions, STURDY. aims to help artists elevate their performances to new heights.

The trajectory of STURDY. from a small group seeking to break free from freelancing constraints to a powerhouse production house partnering with the biggest Latin music stars reflects a broader industry shift. Artists are increasingly prioritizing authentic storytelling and innovative stagecraft, and companies like STURDY. are essential facilitators of these artistic ambitions.

While details on future projects remain limited, STURDY.’s proven track record with Bad Bunny and Rauw Alejandro positions the company as a significant creative force in shaping the future of live Latin music performances. As the live music landscape evolves, their commitment to understanding and amplifying artist visions appears likely to yield further groundbreaking productions.