Live Nation Acquires Finnish Booking Agency And Promoter Hög

Live Nation Entertainment announced the acquisition of Hög Agency & Promotion. The entire business, which generated net sales of EUR 2.34 million last year, will become part of Live Nation Finland, including all of Hög Agency & Promotion’s staff and some 30 Finnish artists on its roster.

The announcement sent out by Live Nation Finland emphasizes that the acquisition helps build Live Nation’s agency business in the country. 

Some of the Finnish artists now represented by Live Nation include Olavi Uusivirta, Adi L Hasla, Mouhous and Vilma Alina. In addition to the acquisition Live Nation Finland has also signed two of Finland’s hottest emerging acts, Kube and SONNY.

Mikko Varjamo, the founder and CEO of Hög Agency will continue at Live Nation Finland as an agent. “After running my own agencies for over nine years, I felt It was time to move forward. This new union with Live Nation will enable the company to operate at a different level and will strengthen our position in Finland’s music scene. I’m extremely excited about this,” he said.

Live Nation Finland’s managing director Tomi Saarinen added: “Our focus is on developing a strong domestic artist roster and the acquisition of Hög Agency & Promotion’s business is a key part of this plan. We aim to be the best possible partner for our artists and enable them to develop and reach their full potential while offering fans memorable experiences. We welcome the Hög super team to the Live Nation family.”