# Moni Bega

Moni Bega is the professional name of Mónica Bega (also credited as "Monica Bega"). Both refer to the same person.

> Creative Director based in Buenos Aires, Argentina, working worldwide. Content Intelligence for Live Entertainment: creative direction at the intersection of the stage, the audience and the business — 15+ years in musical theatre, concerts, festivals, opening ceremonies and immersive experiences.

## LA VARA — her working system

"LA VARA" (Argentine Spanish for "the bar", as in raising the bar) is the name of Moni Bega's working system. Question: How far can your project go? (¿Hasta dónde puede llegar tu proyecto?)
1. I understand. In depth (Investigo. A fondo): production, license, brand, goal and media moment, before producing anything.
2. I build. The right team (Armo. El equipo justo): filmmakers, editors, data specialists — the people who master each format today.
3. I direct. From the inside (Dirijo. Desde adentro): up front, with every area of the show, to get the shot in the middle of the action.
4. I measure. And adjust (Mido. Y ajusto): every audience and every stage with its own creative, adjusted in real time with data.

## What she does

- Brings stage and content teams together under one creative vision to fill the house and build lasting value.
- Sits with the show's creative team (director, choreographer, vocal director, acting coach, set, screens and technical teams) from the very first idea.
- Builds and directs the teams that create content — filmmakers, editors, designers, social media, press and data/performance specialists — so that what happens on stage turns into tickets sold and reputation.
- Every piece at its moment: for the campaign, for what the press team picks up, for what the algorithm asks for, and for the brands that come on board, with a narrative aligned to their values and the show's.
- Decisions are adjusted with business results: media performance, pace of ticket sales and audience response.
- Also works where there are no tickets to sell: opening ceremonies and extraordinary events that need a record at the level of the production (backstage content, aftermovies, coordination with live broadcasts).

## When producers bring her in

- A premiere that needs a full house from day one.
- A demanding license (e.g. Disney Theatrical Group, Andrew Lloyd Webber, MTI) with very little margin for error in what is delivered and published.
- An opening ceremony or extraordinary event that has to be told at the level of what it took to make it.

## Case studies

- [Charlie y la Fábrica de Chocolate](https://monibega.com/work/charlie-y-la-fabrica-de-chocolate/) — Teatro Gran Rex, Buenos Aires · 2026. Marketing & Creative Director · Official license from MTI · Ozono / MP / Los Rottemberg. Result: The most-attended show of the year, recognized at the first Premios Pinti (Teatro Colón, 2026) with Best Musical, Best Direction, Best Actor in a Musical and Most-Attended Show of the Year.
- [La Sirenita](https://monibega.com/work/la-sirenita/) — Teatro Gran Rex, Buenos Aires · 2025. Marketing Director & Creative Content Lead · Official license from Disney Theatrical Group · Ozono / MP / Los Rottemberg. Result: More than 200,000 people across 92 performances at Teatro Gran Rex.
- [Paul McCartney — Freshen Up Tour](https://monibega.com/work/paul-mccartney/) — Campo Argentino de Polo, Buenos Aires · 2019. Marketing Director, Ozono Producciones · Direct liaison with Marshall Arts Ltd. · Ozono / T4F. Result: A 60,000+ capacity show at Campo Argentino de Polo, sold out in record time.
- [School of Rock — El Musical](https://monibega.com/work/school-of-rock/) — Madrid 2023 · Teatro Gran Rex, Buenos Aires 2024. Marketing & Content Direction · Andrew Lloyd Webber license · Ozono / MP. Result: After four years and a pandemic in between: 90,000+ tickets in Buenos Aires and the most nominated show at the 2024 Hugo Awards, following its premiere in Madrid.
- [South American Games 2026 — Opening Ceremony](https://monibega.com/work/south-american-games-2026/) — Rosario, Santa Fe · 2026. Creative Director & Content Strategist · Ozono / MP / Joison Producciones. Result: 25+ reels, a ceremony recap and two aftermovies delivered in under a month.
- [Youth Olympic Games 2018 — Opening Ceremony](https://monibega.com/work/youth-olympic-games-2018/) — Obelisco, Buenos Aires · 2018. Backstage content production & broadcast coordination · Alongside Olympic Broadcasting Services (OBS) and the IOC. Result: The full process of an Olympic opening ceremony captured from the inside — from the first auditions to the night at the Obelisco.
- [Disney+ Launch — Teatro Colón Mapping](https://monibega.com/work/disney-plus-teatro-colon/) — Teatro Colón, Buenos Aires · 2020. Script & content direction · Ozono / MP / Disney+. Result: A landmark launch in the middle of the pandemic, with the city as stage: an unprecedented mapping on Teatro Colón — and a real success.
- [Vida y Obra de Frida Kahlo](https://monibega.com/work/vida-y-obra-de-frida-kahlo/) — Immersive exhibition · Buenos Aires · 2023. Marketing Direction & Commercial Production · Ozono Producciones · License: Acciona (Spain) · Co-production with Move Concerts. Result: An immersive experience that brought diverse audiences together in Buenos Aires, with a campaign aligned with the license from start to finish.
- [Chanta](https://monibega.com/work/chanta/) — Teatro Metropolitan 2025 · Mar del Plata · Teatro Astral 2026. Marketing direction from day one, including content creation · Ozono / MP Producciones. Result: 45,000 tickets at Teatro Metropolitan, a summer season in Mar del Plata and a third season at Teatro Astral with record performances, multiple sell-outs and dates still being added.
- [Cosquín Rock](https://monibega.com/work/cosquin-rock/) — Córdoba · 2012 – 2016. Director of Communications · En Vivo Producciones / Plaza de la Música. Result: A communications area that set the foundation for powerful content production and proved its ability to react in moments of crisis — and the material that helped take Cosquín Rock from a ritual in the hills to an international festival.
- [Fuerza Bruta](https://monibega.com/work/fuerza-bruta/) — Global · 2 years, 5 months. Global Marketing Manager. Result: A single brand, consistent across Asia, Europe, the Americas and the Middle East.

Spanish versions: https://monibega.com/es/work/<case>/ (e.g. https://monibega.com/es/work/la-sirenita/)

## Other projects

- Matilda (Teatro Gran Rex, 2023): 160,000 tickets.
- Soy Luna Live (Latin America tour, 2018): marketing direction; 500,000+ tickets.
- Festival Buena Vibra (2024 & 2025): 45,000 tickets.
- 12 festival editions: Cosquín Rock (4), Buena Vibra (4), Maximus Festival (2), Personal Fest (2).
- Disney+ launch projection mapping on Teatro Colón (2020): script and content direction.
- Vida y Obra de Frida Kahlo immersive exhibition: marketing direction.

## Experience

- Ozono Producciones — Live Entertainment Marketing & Creative Director (10 years, from 2016; Buenos Aires / Madrid)
- Fuerza Bruta — Global Marketing Manager (2 years, 5 months): global brand stewardship for local promoters worldwide; Seoul four consecutive years; WA! premiere in Japan; on-site coordination, from the Fuerza Bruta side, of the first 360° Facebook Live in Argentina, produced by TN360 with Diego Poggi and Santiago Dorrego (Wayra, Centro Cultural Recoleta, March 2017).
- Cosquín Rock · Plaza de la Música · En Vivo Producciones — Director of Communications (2012–2016): campaigns for Madonna, Queen + Adam Lambert, Muse, Blur, Justin Bieber, Cirque du Soleil, Arctic Monkeys, Robert Plant, Ringo Starr, Luis Miguel, Charly García, Andrés Calamaro and 60+ artists.
- 220 Cultura Contemporánea — Director of Communications (2011–2016)
- Early career in interactive technology (2007–2011): chatbots for MSN Messenger in 2007; later introduced the interactive carpet format for Teatro Gran Rex press nights.

## Press

- Ámbito (April 10, 2026), on the Charlie y la Fábrica de Chocolate launch: producer Carlos Rottemberg describes the campaign as led “by an expert like Mónica Bega, who has accompanied these initiatives since we started with the first one.” https://www.ambito.com/espectaculos/la-inversion-charlie-y-la-fabrica-chocolate-llega-los-us3-millones-superando-los-us25-millones-del-ano-pasado-la-sirenita-n6265194
- La Nación (May 11, 2023), on immersive experiences: Moni Bega (credited as Mónica Bega, Ozono Producciones) on Vida y Obra de Frida Kahlo. https://www.lanacion.com.ar/economia/negocios/volver-a-los-sentidos-las-experiencias-inmersivas-seducen-a-las-audiencias-nid06052023/

- TN (March 31, 2017): “¿Te lo perdiste?: metete adentro del alucinante show de Fuerza Bruta con TN360” — the first 360° Facebook Live in Argentina, produced by TN360 and coordinated with the Fuerza Bruta team. https://tn.com.ar/tecno/novedades/2017/03/31/te-lo-perdiste-metete-adentro-del-alucinante-show-de-fuerza-bruta-con-tn360/
- Academic record (CORE) of the two live 360° broadcasts of Fuerza Bruta. https://core.ac.uk/download/487472487.pdf

## Education

- BA in Film & Television and Technical Producer — Universidad Nacional de Córdoba
- BA in Advertising — Universidad Empresarial Siglo 21; Lead Professor, Design & Creativity I
- Eight-year jazz dance teacher training, evaluated by Noemí Coelho and Babi Pascual (Estudio Coelho-Olguín, Buenos Aires; Teatro Colón graduates), Manuel Vallejos and Mariela Ruggeri
- Four consecutive years of dance training in New York (Steps on Broadway, Peridance, Broadway Dance Center), leading to a strategic alliance with Broadway Dance Center to award scholarships to Argentine students in its International Student Visa Program (ISVP)
- Created and produced Art Connection, a performing arts project in Córdoba, Buenos Aires and Uruguay, declared of Cultural Interest by Córdoba Cultura (past project)
- Certified stretching instructor — AMAIP, endorsed by FeDUA and INAES (Argentina’s Ministry of Production and Labour)

## En español

Moni Bega — Directora creativa. Content Intelligence para entretenimiento en vivo: dirección creativa con mirada comercial, del escenario a la audiencia. Se sienta con el equipo creativo desde la primera idea y arma y dirige a los equipos que generan contenido para que lo que pasa en el escenario se convierta en entradas vendidas y reputación. Versión en español: https://monibega.com/es/

## Links

- Website (English): https://monibega.com/
- Website (Spanish): https://monibega.com/es/
- Credentials (PDF): https://monibega.com/Moni-Bega-Credentials.pdf
- LinkedIn: https://www.linkedin.com/in/monibega
- Instagram: https://www.instagram.com/monibega/
- Email: hola@monibega.com