DEAG Buys Into Swiss Promoter Michael Drieberg’s LMP

Deutsche Entertainment Aktiengesellschaft (DEAG) announced the acquisition of a majority stake in promoter Michael Drieberg’s companies, Live Music Production LMP S.A. and Live Music Entertainment S.A.

The acquisitions are made via DEAG’s Swiss subsidiary AIO Group AG. DEAG is thus expanding its business activities from German-speaking Switzerland into French-speaking Switzerland.

Drieberg has been promoting and organizing event in Switzerland for more than 20 years, including shows and concerts with Johnny Hallyday, Sting, Zucchero and David Guetta. 

His group offers events in the segments rock/pop, family entertainment, arts and exhibitions, as well as classics and jazz, which perfectly chimes with DEAG’s offer. What is more, Drieberg caters to the Frech-speaking part of the country with artists and events such as “Disney sur Glace”, Patrick Bruel, Michel Sardou and others. 

Drieberg also runs the 2,000 capacity Metropol Theatre “Salle Métropole” in Lausanne on Lake Geneva, which first opened in 1929. He is also the organizer of the open-air event “Sion sous les étoiles,” which attracts up to 40,000 visitors each year.

DEAG’s executive board expects this step to create growth potentials for the live entertainment and ticketing business, and plans to take successful events that previously took place exclusively in the German- or French-speaking parts of the country will now also be offered in the other region. 

For the Swiss market as a whole, DEAG expects in perspective profitable sales with a potential of around CHF 35 million ($35.5 million).

After completion of the acquisition, Michael Drieberg will continue to manage the business.

“With this investment, we are accelerating the strategic expansion of our business activities in Switzerland. We are expanding our range of events to include first-class French-speaking artists and events and are gaining excellent access to the French-speaking market,” commented Detlef Kornett, member of the DEAG Executive Board.

“With DEAG, we are jointly establishing a network that offers all of us excellent growth opportunities. We have a long-standing, trusting relationship with Stefan Matthey and Good News Productions and look forward to expanding our joint activities,” added Michael Drieberg.