Andrea Pascual

CulturActiva is a cultural agency and community that supports producers, institutions, and creative entrepreneurs in developing and scaling their projects.

We combine strategy, communication, production, and funding to help the cultural ecosystem grow sustainably and reach broader audiences.

CulturActiva also leads El Negocio del Ocio, a B2B media platform sharing news, insights, and stories from professionals shaping the entertainment industry.

Behind The Scenes is an international consultancy for live entertainment, helping producers and promoters optimize operations, expand globally, and maximize profitability.

We provide strategic and operational support across business development, marketing, ticketing, logistics, tour management, financial planning, and tax advisory, ensuring every project is efficient, compliant, and scalable.

Our expertise covers production workflows, partnerships, and revenue optimization, always tailored to the realities of touring and international entertainment.

We’ve collaborated with shows and producers across Europe and the United States, bridging creative ambition with operational excellence and sustainable growth.

Led commercial strategy and business development initiatives within the live entertainment and experiences sector. Managed key accounts and strategic partnerships, driving revenue growth through negotiation, market analysis and performance optimization.

Oversaw sales operations, coordinated cross-functional teams and mentored account managers to ensure target achievement and long-term client retention. Played a central role in expanding high-impact experiential projects, identifying new market opportunities and strengthening relationships with cultural institutions, promoters and corporate partners.