32 2 | PRISA, a global group PRISA Radio’s top music events in Latin America in 2016 were the two macro concerts held at the Azteca Stadium in Mexico by the station Ke Bue-na, and which brought the best of Mexican regio-nal music to more than 100,000 people. LOS40, A GLOBAL BRAND The renewed strategic vision LOS40 also reflects the international character of the brand, which is present in 11 countries and is overall leader in digi-tal entertainment, audiovisual and musical events. For LOS40, music and entertainment are part of people’s lives, hence the motto Music Inspires Life, which aims to sum up the power of music to create positive change in the world. The new LOS40 brand, which embraces a range of values and meanings, is the starting point of the digital transformation. LOS40 events have also adapted to this new vision. The annual awards have beco-me LOS40 Music Awards to celebrate the 50th anniversary of the station with a more global and multi-screen presence. This great celebration of music has become the most important Spanish-language music event on television and was broadcast in 21 countries in Latin America through TURNER channel HTV and TV channels belonging to the Alba-vision group. LOS40’s global programming has also been one of the stars of this year, and LOS40 Glo-bal Show, World Dance Music (WDM) and LOS40 BlackJack were a big hit in all mar-kets. PLANET EVENTS In 2016, concert promoter Planet Events worked with the hottest national and interna-tional artists from the current music scene, with highlights including the Paul McCartney concert in Madrid, attended by 45,000 peo-ple, and sponsored by El País and LOS40 for their respective 40th and 50th birthdays, and the tour El gusto es nuestro reuniting The new LOS40 brand image is revealed on the network’s 50th anniversary
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