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All Things Live buys Dutch festival promoter

Amsterdam-based promoter Loveland Events has been organising renowned dance music festivals for over 25 years

By Lisa Henderson on 21 Aug 2023

Loveland Festival 2023

Nordic live entertainment giant All Things Live is expanding in the Netherlands with a majority stake in festival promoter Loveland Events.

Established in 1995, the Amsterdam-based organiser has launched several renowned dance festivals that draw over 150,000 visitors annually.

The company’s stable of events includes Loveland Festival, 909 Festival, Music On Festival and Loveland Orange Festival, as well as several ADE (Amsterdam Dance Event) events.

The addition of Loveland expands All Thing Live’s existing festival portfolio throughout Europe as well as its footprint in the Netherlands which already includes Concert at Sea, HIER Festival, In Het Volkspark and Agents After All.

Kim Worsøe, member of the executive board of All Things Live Group, says: “Marnix and his team have built fantastic festivals over the years, and we are excited to welcome Loveland to the All Things Live family and our growing festival business fueled by passion for great live events and love for music.”

“By combining powers, we get the chance to learn from a variety of festival entrepreneurs in [ATL’s] extensive portfolio”

Marnix Bal, founder and CEO of Loveland, adds: “We believe that Loveland Events and All Things Live is a perfect fit that comes at the right time. After producing events for over 25 years, the partnership offers the unique opportunity to do better events for the city of Amsterdam and its residents. By combining powers, we get the chance to learn from a variety of festival entrepreneurs that make up the extensive portfolio of All Things Live and incorporate best practices in our own events.”

All Things Live was established in December 2018 following Waterland Private Equity’s acquisition of leading Nordic live entertainment companies in Denmark, Norway and Sweden. The partnership has since expanded into Finland, Belgium, the Netherlands, Italy and the Middle East.

The company represents 522 local artists on exclusive contracts, arranges 17 festivals, promotes 8,200 local and international events with more than 2,100,000 tickets sold per year and continues to grow its current portfolio of 35 corporate partnerships.

All Things Live has promoted artists including Justin Bieber, The Rolling Stones, Rammstein, Green Day and Eminem.


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