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Superstruct acquires trio of European festivals

The Providence Equity-backed live behemoth has now amassed nearly 90 festivals across Europe and Australia

By Lisa Henderson on 05 Jun 2023

London's Mighty Hoopla is one of three festivals acquired by Superstruct

London's Mighty Hoopla is one of three festivals acquired by Superstruct

image © Mighty Hoopla/Luke Dyson

Superstruct has bought majority stakes in London-based festivals Mighty Hoopla and Cross the Tracks, as well as Austria’s Snowbombing.

IQ understands the controlling stakes were bought from various companies owned by Gareth Cooper (founder and former CEO of Broadwick Live). Financial details have not been disclosed.

The deal marks the second time the two companies have done business together, after divvying up Global’s festival portfolio in April 2019. Snowbombing and Mighty Hoopla were among the festivals that remained under Broadwick’s control.

Established in 1999, Snowbombing is the biggest and longest-standing of the three events. The luxury ski holiday, touted as Europe’s biggest snow and music festival, now brings 100+ international acts to perform around the slopes of Mayrhofen, in the Austrian state of Tyrol.

Fatboy Slim, Madness, Pendulum, Example, Magnetic Man, Sub Focus, Tinie Tempah, Chase & Status, Skream & Benga, Mark Ronson and Dizzee Rascal are among the acts that have performed at the festival.

The inaugural edition of Snowbombing took place in Risoul, France. It then moved to Villars, Switzerland, in 2002-2003 and Les Arcs, France, in 2004 before settling in Mayrhofen in 2005.

Superstruct’s acquisition of the festival is a result of the company taking a stake in Snowbombing parent SBH Events – a company controlled by Cooper.

Mighty Hoopla is described as “a pop festival embracing the best of pop, alternative and queer culture” and has featured acts including Sugababes, Steps, Jessie Ware, Cheryl, Chaka Khan and TLC, Kelly Rowland and Kelis.

Mighty Hoopla is described as “a pop festival embracing the best of pop, alternative and queer culture”

Launched in 2017, the festival’s inaugural edition took place in east London’s Victoria Park on the Sunday after the two-day Field Day festival, also produced by Broadwick Live.

In 2018, Mighty Hoopla and Field Day moved to south London’s Brockwell Park (cap. 30,000) after AEG Presents/Goldenvoice was awarded a five-year contract for the exclusive use of Victoria Park for events. AEG Presents’ All Points East was launched that same year.

In 2019, Field Day festival moved again, trading fields for warehouses located at Meridian Water in north London. Mighty Hoopla remained at Brockwell Park and Broadwick Live launched new festival Cross The Tracks on the Sunday of the same weekend.

Hoopla expanded to a two-day festival in 2022, taking place on a Friday and Saturday while Cross the Tracks followed on Sunday. The 2023 edition of the queer pop festival took place last weekend (2–3 June) with acts including Years & Years, Sophie Ellis-Bextor, Natasha Beddingfield, Kelis, Artful Dodger and Beverly Knight.

Cross the Tracks, launched in 2019, is dubbed “a family-friendly festival, celebrating the world of soul, funk and jazz with a mix of international artists and local homegrown talent”.

The Brockwell Park festival has welcomed acts including Chaka Khan, Martha Reeves & The Vandellas, Khruangabin, Gilles Peterson, Joy Crookes, Anderson. Paak, Macy Gray, The Cinematic Orchestra and Sister Sledge. This year’s sold-out edition of Cross the Tracks moved to the bank holiday Sunday in May.

Superstruct Entertainment has now amassed nearly 90 festivals in Europe and Australia, which makes it the second-largest festival promoter in the world after Live Nation.

The company was founded in 2017 by Creamfields founder and former Live Nation president of electronic music James Barton and Roderik Schlosser whilst at Providence Equity Partners.

Cross the Tracks is dubbed “a family-friendly festival, celebrating the world of soul, funk and jazz”

The company has a presence in at least eight markets including the UK, Denmark, Norway, Finland, the Netherlands, Spain, Germany and Australia.

In the UK, it has interests in Y NotTruckNassBlue DotVictoriousSouth West FourKendal CallingTramlinesBoardmasters and Lost Ventures – many of which were acquired when Global’s portfolio was divvied up in April 2019.

Elsewhere in Europe, the company’s network includes leading operators and festivals such as Elrow (ES), Sziget (HU), Wacken Open Air (DE), Mysteryland (NL), Hideout (HR), Sonar (ES), Flow (FI), Defqon1 (NL), Parookaville (DE), Zwarte Cross (NL), Arenal Sound (ES), Øya (NO), O Son do Camiño (ES) and Tinderbox (DK).

IQ also understands that Superstruct has an interest in 10–12 festivals in Australia, some of which operate under the same brand.

Alongside festivals, the live entertainment behemoth also owns festival travel and accommodation companies such as Festival Travel and Liffin, both of which are based in the Netherlands.


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