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Austria’s live sector unites for ‘Back to Live’ campaign

CTS Eventim Austria, Live Nation, Barracuda, Arcadia and more are hoping to accelerate the live sector's recovery through combined efforts

By IQ on 08 Jul 2021

Barracuda Music CEO Ewald Tatar leads the charge for 'Back to Live'

Barracuda Music CEO Ewald Tatar leads the charge for 'Back to Live'


Behemoths from across Austria’s live entertainment industry are banding together for a campaign aimed at boosting the sector’s post-lockdown recovery.

The ‘Back to Live’ campaign kicked off today (8 July) with the launch of a portal that gives an overview of upcoming cultural and sporting events, alongside exclusive discounts and offers to entice fans.

The initiative, launched by the Austrian Event Industry Association (IGÖV) and CTS Eventim Austria’s oeticket, comes shortly after the country reopened at the beginning of July.

According to the organisers, the joint initiative is intended to benefit all industries connected to live entertainment including sport, culture, tourism, hospitality, events and music, and accelerate the return to “normal economic conditions”.

The alliance has already attracted more than 120 players including Arcadia Live, Arena Wien, Barracuda Music, Hoanzl Agentur, Leutgeb Entertainment, Live Nation, Masters of Dirt, Musikverein Graz, Posthof Linz, Scheibmaier & Schilling, Show Factory and Szene Wien, from the live music sector.

“With ‘Back to Live’ we convey confidence and joie de vivre after 15 months of almost no events. A flourishing event industry helps many industries, such as the badly suffering city hotel business, to make their comeback and support the artists,” says Ewald Tatar, president of IGÖV and MD at Barracuda Music.

“The campaign will invite everyone to take part so that we can actually make the comeback with our combined strengths”

Georg Hoanzl, IGÖV board member and founder of Hoanzl agency, adds: “The ‘Back to live’ campaign will invite everyone to take part so that we can actually make the comeback with our combined strengths. It is a joint effort that I am happy to support in order to offer the live acts a stage and a platform for the entire culture and event industry.”

Christoph Klingler, CEO at CTS Eventim Austria, says: “Today’s presentation of ‘Back to Live’ is the impetus for a major joint project aimed at the entire industry. We get a ball rolling so that we can get started together and support each other.

“After months of intensive negotiations with politicians to make the comeback possible, we are back with ‘good news’. The concert halls and sports stadiums are being filled again.”

The live sector has returned to business faster than expected after the Austrian government brought forward its date for mass gatherings to restart.

Since 1 July, all events have been permitted to go ahead at full capacity, including standing events, both indoor and outdoor.

Social distancing and masks are not be required, but event attendees still have to meet one of three rules to gain admission: they must be vaccinated; they must be able to provide a negative Covid test; or they must be able to prove that they have recovered from a Covid infection.


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