Live Nation has expanded its presence in Central and Eastern Europe, investing in Romanian promoter Emagic and Slovakian booking agency Vivien.
Bucharest-headquartered Emagic, which was established in 2005, has worked with international and local artists including Depeche Mode, Guns N’ Roses, Coldplay, B.U.G. Mafia and Metallica.
Separately, Bratislava-based Vivien has brought global artists to the region, including Beyoncé, Iron Maiden, Imagine Dragons, Depeche Mode, Rammstein and 30 Seconds to Mars.
Vivien also manages and represents IMT Smile, said to be “one of the largest and most successful bands in Slovakia.”
“With Emagic and Vivien, we’re strengthening local expertise, expanding capacity and creating more opportunities to bring world-class artists to local stages.”
LIVE NATION
Via the deals– and partnerships with established local teams – Live Nation says it is “strengthening the foundations” of live music in Romania and Slovakia, “enabling more shows across more cities, tailored to local tastes and supported by global scale.”
“With so many travelling for concerts and more international visitors building gigs into their trips – this is a pivotal moment to invest in the region’s live entertainment infrastructure,” said a Live Nation spokesperson. “With Emagic and Vivien, we’re strengthening local expertise, expanding capacity and creating more opportunities to bring world-class artists to local stages.”
According to Live Nation, over half of live music fans in Slovakia travel to other cities to attend concerts, with nearly 50% saying there aren’t enough events locally. In Romania, 47% of fans travel for shows, with around 40% citing a lack of events or venues in their area.
The company adds that its “long-term commitment” to the region will help reduce the need for fans to travel and grow opportunities for local talent, in addition to building a “more vibrant, sustainable live entertainment market across Central and Eastern Europe.”
It points to its experience in Hungary as evidence of the market’s potential, noting that Live Nation Hungary tripled its annual number of shows between 2022 and 2024.
Elsewhere in Europe, Live Nation announced in February that it had agreed to acquire Italian venue operator ForumNet Group in a deal that was reportedly valued at over $100 million.
The transaction followed Live Nation’s January agreement to acquire Paris La Défense Arena, Europe’s largest indoor venue, in France from Ovalto.
Meanwhile, on the other side of the Atlantic, Live Nation CEO Michael Rapino took the stand last Thursday (March 19) in the ongoing antitrust trial originally brought against the company by the US Department of Justice (DOJ).
The trial resumed last week in a New York federal court, with more than 30 states pressing ahead after rejecting the DOJ’s tentative settlement.Music Business Worldwide
