As a promoter with OCESA, this grad oversees concerts and live events for artists including Bad Bunny, Paul McCartney, Metallica, and J Balvin
When José Aparicio Márquez enrolled in Full Sail University’s Entertainment Business bachelor’s program, he imagined a future in artist management or the recording industry. Today, he’s helping bring some of the biggest names in music to audiences across Mexico as a promoter for OCESA, one of the world’s largest live entertainment companies
My role is to oversee everything related to hiring talent, marketing, ticketing, legal, business affairs, production, and anything else needed to bring the show to life.”
As part of OCESA – a Live Nation company and the third-largest concert promoter in the world – José oversees every stage of bringing a show to life. From booking talent and coordinating marketing campaigns to managing ticketing, logistics, production, and artist relations, he serves as the driving force behind live events throughout Mexico
“I’m the head of all of my shows,” José explains. “My role is to oversee everything related to hiring talent, marketing, ticketing, legal, business affairs, production, and anything else needed to bring the show to life.”
Based in Mexico, José leads many of OCESA’s reggaeton productions while also managing comedy performances, sporting events, and other live entertainment. In 2026 alone, he’ll oversee roughly 110 shows, including tours for artists like J Balvin, Young Miko, Sebastián Yatra, and Karol G
His career path, however, wasn’t one he expected
Before attending Full Sail, José managed a friend’s band and was encouraged to pursue a career in the music industry. While researching schools, a musician friend introduced him to Full Sail, where he found a program that aligned with his business interests rather than performance
“I never expected to be a promoter,” says the grad. “When I went to Full Sail, I never thought this would be my career path.”
The best thing that I learned at Full Sail was networking.”
After graduation, José returned to Mexico, unsure exactly where his career would lead. His breakthrough came through another graduate of Full Sail’s Entertainment Business program who had recently started working for OCESA. She connected him with an opportunity at Pepsi Center in Mexico City, where he accepted a venue role that introduced him to the live events business
Today, Jose credits that connection – and all the relationships he built at Full Sail – as one of the biggest reasons for his success
“The best thing that I learned at Full Sail was networking,” shares José. “All the friends that I got there and all the networking I got there, it was a really good experience.”
Since joining OCESA full time as a promoter in 2022, José has helped promote concerts and events for some of the entertainment industry’s biggest names. His career highlights include producing events featuring Bad Bunny, Paul McCartney, Metallica, Major League Baseball’s Mexico City Series, and CCXP Mexico, one of Latin America’s largest pop culture conventions
While every event presents its own challenges, the grad says preparation is what makes show day successful
“For show day, my goal is not to worry about anything in particular,” he says. “You have to be ready for everything; you shouldn’t be worrying about whether the guest list is ready. Being one step ahead of it makes show days smooth and enjoyable.”
Even after years in the industry, José says the excitement of seeing fans experience a live event has never worn off
“I couldn’t feel the same energy doing anything else,” he says. “It’s seeing people smiling, crying, getting emotional during shows.”
For students hoping to build careers in entertainment, José believes technical knowledge is only part of the equation
“Be humble, and be nice to everybody,” he says. “You don’t know when you’re going to find somebody that’s mopping the floors, and five years later they’re going to be a boss. Ask questions, learn from everyone, and never stop building relationships.”
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