DEAG Fully Acquires EDM Promoter I-Motion

Nature One Festival 2019
Andre Tanneberger, aka ATB, perorms at Nature One, held at the former U.S. rocket base Pydn in Kastellaun, Germany, Aug. 2, 2019. (Photo by Thomas Niedermueller/Getty Images)

Deutsche Entertainment Aktiengesellschaft (DEAG) has increased its share in I-Motion GmbH Events & Communication (I-Motion) in Germany from 50.1% to 100%.

The remaining 49.9% of shares were acquired from the previous U.S. joint venture partner Livestyle, Inc.

“DEAG is thus successfully continuing its Buy & Build strategy and expanding its business activities as planned in the area of open-air events as well as the share of its own high-margin event formats, which are associated with a high share of recurring revenues,” according to a press release announcing the acquisition.

DEAG has held a stake in I-Motion since 2019, complementing other DEAG subsidiaries and EDM festivals such as Airbeat One. I-Motion has recorded annual growth rates in the double digits ever since, and is highly profitable, according to DEAG, which expects “the complete acquisition to produce clearly positive results for the Group’s earnings after minority interests – besides strategic advantages.”

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I-Motion was founded in 1994, and has successfully established itself as a market leader and organiser in the field of EDM in Germany, with a festival portfolio that includes Nature One, Mayday, Toxicator, Ruhr-in-Love, and Syndicate, drawing a combined 250,000 visitors each year – in addition to I-Motion’s other events.

The company is also active in the field of entertainment services, including security, catering, marketing, as well as personnel services.

DEAG, by its own admission, “plans to continue playing an active role in the consolidation of the live entertainment industry in Europe and to drive its growth through M&A. The focus is on complementary acquisitions in ticketing as well as expanding into other European markets and in further business segments.”

Detlef Kornett, Co-CEO of DEAG: “The cooperation with I-Motion has developed very positively since 2019. Our expectations have been more than fulfilled, both strategically and economically, so that the acquisition of all shares in one of Europe’s most successful EDM event promoters is now the logical next step for us. Together with the long-standing Managing Director of I-Motion, Oliver Vordemvenne, and his great team, we have steadily expanded our open-air and EDM events in recent years and see high potential for expansion in this area, also in other European countries. I am very much looking forward to the continued successful and trustful cooperation with Oliver and the I-Motion team as part of the DEAG family.”

“We are very pleased that we are now fully part of the DEAG family and will continue to write our success story. Together with a strong team, we want to further develop our event formats and expand into new markets. We still have a lot of plans for the future,” says Oliver Vordemvenne, Managing Director of I-Motion.

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