Live Nation Invests In Romania’s Emagic & Slovakia’s Vivien

Live Nation has acquired a majority stake in Romanian promoter Emagic as well as Slovakian booking agency Vivien in what has been described by local press as a package deal.

A leading promoter since 2005, Emagic has helped shape Romania’s live music scene, working with international and local artists including Depeche Mode, Guns N’ Roses, B.U.G. Mafia, and Metallica.

The company was also the local promoter when Live Nation brought the highest-selling concert tour to date to the Romanian capital of Bucharest, June 12-13, taking place at the Arena Națională stadium, and grossing $11,516,677, according to the box office report submitted to Pollstar for both shows.

Vivien is a premier booking agency in Slovakia, that has brought global artists including Beyoncé, Iron Maiden, Imagine Dragons, Depeche Mode, Rammstein and 30 Seconds to Mars to Slovakia. Vivien also manages and represents IMT Smile, one of the largest and most successful bands in Slovakia.

“By investing in these businesses, and partnering with established local teams, Live Nation 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,” according to the press announcement from Live Nation.

“This long-term commitment will help reduce the need for fans to travel, grow opportunities for local talent, and build a more vibrant, sustainable live entertainment market across Central and Eastern Europe,” it continues.

This statement is backed by Live Nation’s own research showing that over half of live music fans from Slovakia currently travel to other cities to attend concerts, and nearly 50% say 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,” according to the press release, which leads the world’t biggest promoter to conclude: “There just aren’t enough concerts close to home for fans in Romania and Slovakia.”

A Live Nation spokesperson commented, “From Bucharest to Bratislava, fans are telling us they want more live music in their own cities. 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. With Emagic and Vivien, we’re strengthening local expertise, expanding capacity and creating more opportunities to bring world-class artists to local stages.”

Subscribe to Pollstar HERE