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

BRESH Global has acquired a majority stake in Grupo Polenta, the Argentina-born live entertainment company known for its DJ-driven music experiences, creative community and brand partnerships, Billboard can exclusively announce Wednesday (July 8).

The deal marks the traveling Argentine party brand’s first add-on acquisition and expands the company’s portfolio of experiential, music and entertainment IP rooted in community, live experiences, media, talent and brand partnerships.

“BRESH was born from the belief that happiness lives inside every person, and that music, emotion, and community can help awaken it,” Jaime James, founder of BRESH, said in a statement. “Polenta has built a world with that same energy: its own sound, its own spirit, and a community that comes together to feel alive. We are excited to bring our communities together, help Polenta reach more people, and create more moments of happiness.”

Founded in Buenos Aires, Polenta has built a strong following among Gen Z and young millennial audiences, while growing its footprint across Latin America, Europe and the United States. In 2024, the brand produced approximately 120 events, including club nights, festivals and sponsor-backed activations.

“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,” said Marina Frohmann and Ignacio Elizalde, co-founders of Polenta, in a joint statement. “That’s the energy and community we built Polenta around. At its core, Polenta has always had one purpose: to bring light to the night. It may sound simple, but we believe nightlife is ready for a revolution.”

Eduardo Garcia Fernandez, founder and managing partner at Carabela — the holding company behind BRESH Global — added: “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.”

Polenta will continue operating under its own brand and creative identity, led by Frohmann and Elizalde. Frohmann will remain CEO, while both founders will continue overseeing the company’s creative, commercial and operational strategy.

Today, BRESH Global reaches audiences in more than 30 countries and 200 cities, produces more than 500 events annually for over 1 million attendees, and generates billions of social media impressions each year, according to a press release. Its broader ecosystem includes Casa BRESH, the company’s Ibiza residency for artists and creators, among other media and live initiatives. The brand has also expanded its visibility through activations and appearances tied to major Billboard events, including Billboard Latin Music Week.