Leading Brazilian promoter 30e has announced a global partnership with System Of A Down.
The long-term agreement will see the independent entertainment company produce tours, marketing, and initiatives for the Armenian-American heavy metal band.
It follows the success of 2025’s Wake Up! South America Stadium Tour, which saw the band play to over 500,000 fans across nine stadium shows in Colombia, Peru, Chile, Argentina, and Brazil. The outing was conceived and promoted by 30e, which seeks to grow its 360-degree services as it grows beyond its home market.
“This partnership was built on shared values, trust, and a long-term vision. System Of A Down has always used its music as a cultural and artistic voice, which aligns directly with how 30e believes major projects should be developed,” says Pepeu Correa, CEO of 30e.
“It is an honour to establish a long-lasting partnership with one of the most important bands in the world,” he adds.
The band roared back onto the global touring circuit following their impressive South American run, continuing onto stadiums across Europe and North America in 2025.
CAA’s Emma Banks, the band’s worldwide ex-NA agent, spoke about the band’s comeback campaign during a keynote session at Eurosonic Noorderslag earlier this month.
“They haven’t released an album since 2005, but they’ve been doing the biggest shows of their career,” she said. “They’ve sold out stadia in South America. Back in May, they sold out two stadium shows in Mexico City in a week, and they’re doing a sold-out UK and European tour in July, all of which are by far the biggest shows of their career.”
“Brazil is a place we love and where System has experienced some of the best shows of their career”
“It just shows that you can go away and come back, and sometimes not doing anything makes you bigger. I think System Of A Down is an act that has always had so much potential. People were prepared to wait. That’s been a really fun one,” added the agency’s co-head of global touring.
This year, the band are due to headline Las Vegas’ Sick New World in April, followed by the dual Estadio GNP Seguros (cap. 65,000) shows and a nearly sold-out stadium run across Stockholm, Paris, Milan, Berlin, Düsseldorf, London, and Warsaw, currently closing the year by headlining Sick New World in Fort Worth, Texas, in October. Live Nation is promoting their UK/EU trek.
SOAD’s manager, David ‘Beno’ Benveniste, says the partnership with 30e will propel them even further.
“Brazil is a place we love and where System has experienced some of the best shows of their career – both because of the unparalleled energy of the incredible, fervent fans as well as 30e’s professionalism and attention to detail,” Beno says.
“We look forward to this exciting endeavour and helping to establish 30e worldwide,” he concludes.
IQ will dig into the live music circuit in South America with our newest publication, Latam Live, offering readers an in-depth look at one of the world’s fastest-growing regions. The annual publication will launch next month.
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