BRESH Global buys majority stake in Argentina's Grupo Polenta
What's the deal? BRESH Global has acquired a majority stake in Grupo PolentaDealroom has a profile for this one. Try Dealroom →, the Buenos Aires-based live music and party brand. It is the first add-on acquisition for the traveling Argentine party company, expanding its portfolio of experiential, music, and entertainment IP.
What each side brings: Polenta produced about 120 events in 2024 — club nights, festivals, and sponsor-backed activations — with a following among Gen Z and young millennials across Latin America, Europe, and the US. BRESH Global reaches audiences in more than 30 countries and 200 cities, producing over 500 events a year for more than 1 million attendees.
What changes? Polenta will keep operating under its own brand and creative identity. Co-founders Marina Frohmann and Ignacio Elizalde stay on to run creative, commercial, and operational strategy, with Frohmann remaining chief executive officer.
What's the endgame? Eduardo Garcia Fernandez, founder and managing partner at Carabela — the holding company behind BRESH Global — called Polenta “a natural addition,” saying it “brings a complementary audience, adds new experiential formats, and fits how we build — asset-light IP that travels across markets.”
Why now? “We are excited to bring our communities together, help Polenta reach more people, and create more moments of happiness,” said Jaime James, founder of BRESH. Polenta's founders framed the tie-up around their own ambitions: “nightlife is ready for a revolution.”
The signal: The deal points to consolidation in the live-experience business, where scale and cross-border reach matter. By combining two Latin party brands into one asset-light platform, BRESH Global is betting that community-driven IP can travel further together than apart.
Read more: Billboard
