STURDY. Powers Global Music Tours with Creative Vision

STURDY., a Los Angeles-based production house, was established in 2018 by tour director Martinez and collaborators Kevin and Tyler Henry. This venture aimed to move beyond freelance limitations and overcome the inefficiencies of middlemen in the music industry, focusing on deeply understanding and elevating artists' creative goals.

Their significant impact is evident in their work with Puerto Rican superstar Bad Bunny. STURDY. designed and directed his "P FKN R" shows in late 2021 and has since been instrumental in his major tours like "El Último Tour del Mundo" and "World's Hottest Tour." Most recently, STURDY. helmed Bad Bunny's "DeBí TiRAR MáS FOToS" 57-show run, which concluded on July 22, 2026, and became the highest-grossing and best-selling tour to not play in the United States. This partnership has contributed to Bad Bunny's career gross exceeding $1 billion.

STURDY.'s success extends to other major artists, including Rauw Alejandro, who directly approached the company in 2022 via Instagram. STURDY. has since been involved in his "Saturno" tour and the high-concept "Cosa Nuestra" tour in 2025, which achieved significant commercial success. Martinez expresses gratitude for working with artists whose music he genuinely enjoys.

Looking forward, STURDY. plans to expand its influence across live production, music and album campaigns, and experiential design. The company anticipates a growing demand from artists seeking to create more immersive and grand-scale productions, aligning with fans' increasing expectations for live entertainment.