BRESH Global Acquires Majority Stake in Argentina's Grupo Polenta, Uniting Two Latin Party Giants

On a sweltering summer evening in Buenos Aires, the city's vibrant nightlife scene pulsates with energy, the beat of Latin rhythms echoing through the streets. It's a moment that embodies the spirit of Grupo Polenta, the Argentina-born live entertainment company known for its DJ-driven music experiences, creative community, and brand partnerships. Founded by Marina Frohmann and Ignacio Elizalde, Polenta has built a world where music, emotion, and community come together to create unforgettable moments of happiness.

Behind the scenes of this thriving live entertainment company is a strategic move that will reshape the global party landscape: BRESH Global, a company with a shared vision of creating happiness through music and community, has acquired a majority stake in Grupo Polenta. This groundbreaking deal marks Polenta's first add-on acquisition, expanding the company's portfolio of experiential, music, and entertainment intellectual property (IP) rooted in community, live experiences, media, talent, and brand partnerships.

Jaime James, founder of BRESH, shares the company's philosophy: "BRESH was born from the belief that happiness lives inside every person, and that music, emotion, and community can help awaken it." Polenta, he notes, has built a world with the same energy, its own sound, spirit, and community that comes together to feel alive. The acquisition is a natural fit, with both companies united by their passion for creating unforgettable experiences.

For Polenta's co-founders, Marina Frohmann and Ignacio Elizalde, the deal represents a new chapter for their beloved brand. "We always wanted the dance floor to be a place of freedom and expression, a place with a story to tell, where music reconnects you with memories while introducing you to something new," they say in a joint statement. This sentiment is at the heart of Polenta's mission: to bring light to the night, and to create a nightlife revolution.

The acquisition will not only bring Polenta's unique audience and experiential formats to the BRESH Global platform but also expand the company's reach across Latin America, Europe, and the United States. In 2024, Polenta produced approximately 120 events, including club nights, festivals, and sponsor-backed activations. The partnership will enable Polenta to grow its footprint and create more moments of happiness for its community.

As Eduardo Garcia Fernandez, founder and managing partner at Carabela, notes, "Polenta is a natural addition to the BRESH Global platform. It brings a complementary audience, adds new experiential formats, and fits how we build, asset-light IP that travels across markets." The synergy between the two companies will undoubtedly lead to exciting new developments in the live entertainment space.

For Jaime James, the acquisition is a dream come true. "We are excited to bring our communities together, help Polenta reach more people, and create more moments of happiness." As the music industry continues to evolve, the coming together of BRESH Global and Grupo Polenta signals a new era of collaboration and innovation live entertainment.

The acquisition of Grupo Polenta by BRESH Global marks a significant milestone in the live entertainment industry, one that will likely inspire a new wave of collaborations and partnerships between companies. As the global party landscape continues to shift, one thing is clear: the future of live entertainment is bright, and the possibilities are endless.

• BRESH Global has acquired a majority stake in Grupo Polenta, the Argentina-born live entertainment company.
• Polenta has built a strong following among Gen Z and young millennial audiences.
• The company has produced approximately 120 events in 2024, including club nights, festivals, and sponsor-backed activations.
• The acquisition will expand BRESH Global's portfolio of experiential, music, and entertainment IP.
• Polenta will continue operating under its existing leadership, with Marina Frohmann and Ignacio Elizalde remaining at the helm.

As the parties come together, the dance floor will continue to be a place of freedom and expression, a place where music reconnects us with memories while introducing us to something new. The future of live entertainment is bright, and the possibilities are endless.