Movers & Shakers: Legends/ASM Global, Wacken

Legends and ASM Global have promoted James Harrison to VP of programming, UK and Europe.

Harrison, who joined ASM in 2017, has 16 years of programming experience across leading venues and organisations such as LW Theatres, ATG and Live Nation.

He is responsible for managing the company’s central programming team and overseeing music, comedy & entertainment bookings alongside colleague James Taylor, who manages the UK/EU sports and new business bookings.

Harrison is also credited as a driving force behind the strategic restructuring of the Legends/ASM UK programming team, as well as the diversification of the firm’s venue portfolio, which includes arenas such as Manchester’s AO Arena, OVO Arena Wembley and Leeds’ First Direct Arena, plus the firm’s concert hall division, made up of Connexin Live Hull, York Barbican, Sheffield City Hall, New Century Hall Manchester and Becketwell Live Derby.

“I’m very grateful for the trust and belief that ASM Global have placed in me and our team – I believe the team is the best in the business, and our offering is unrivalled,” says Harrison. “We’re at a very exciting point in the company’s history and I’m looking forward to continuing to lead the programming team and grasping all the opportunities to come.”

“James is the rare breed executive who seamlessly straddles both the creative chaos and the business hustle of live music entertainment”

This year, Harrison is spearheading programming for the upcoming launch of Derby’s Becketwell Live, a major new live entertainment hub for Derby, and delivering an expanded 2025 schedule of 1,000-plus shows across the group.

“James is the rare breed executive who seamlessly straddles both the creative chaos and the business hustle of live music entertainment,” adds Brian Celler, SVP & head of programming and content at Legends/ASM. “He has a deep understanding and instinct for live event touring, a sharp eye for deals that benefit artists, their teams, our venues, and the vision to shake things up.

“James conceived this new programming structure, and it is setting us up for growth across every level – grassroots clubs to iconic stadiums.”

Separately, Kristofer Åkesson has joined Legends and ASM Global as marketing and communications director for the Nordic region. He will be responsible for marketing, communications and PR strategy for the company’s growing regional venue portfolio which includes venues such as Sweden’s Avicii Arena, Strawberry Arena, 3Arena, Hovet, Södra Teatern and Finland’s Kulttuuritalo.

“I’m looking forward to using my experience to further develop and elevate the brands, business and the guest experience across our incredible venue portfolio in the Nordics, at a time where live experiences, including sports, music and more, are more sought after than ever before,” says Åkesson.

“Kristofer is well-respected in the industry and has a deep understanding of the world of live entertainment”

Previously, Åkesson spent almost a decade at Live Nation Sweden as both head of PR, and marketing & communications director. Since late 2024, he has worked in a consultancy role for Stockholm Live, the Swedish branch of Legends and ASM.

“Kristofer is well-respected in the industry and has a deep understanding of the world of live entertainment, from the promoter and venue perspective and also the commercial aspects of the business,” adds Marie Lindqvist, SVP operations, Europe at Legends and ASM. “I have no doubt that he will be a great addition to our team in supporting the growth of our existing business in the Nordics and also to position Legends and ASM Global in Europe.”

Meanwhile, André Jürgens, founder of Germany’s Reload Festival, has joined the Wacken Open Air management team as co-MD alongside Thomas Jensen and Holger Hübner, who have been shareholders in Reload for more than a decade.

“We are continuously strengthening our team to continue creating the best conditions for the successful implementation of the festival,” says a joint statement from Jensen and Hübnersay. “We are therefore very pleased to have gained André Jürgens as a new additional managing director for Wacken Open Air. He lives music, is a man of the trade, and will provide additional impetus with his expertise.

“André will form a three-person leadership team with us, rejuvenating the team and providing excellent support to our metal community with his experience.”

“If it hadn’t been possible to continue Reload, I wouldn’t have accepted the opportunity”

Jürgens, who will continue to be involved behind the scenes at Lower Saxony’s Reload, describes his hiring as a “crowning achievement”.

“As if the coach of local club St. Pauli gets an offer from a Champions League club. No coach on this planet would say no to that,” he says. “This is a crowning achievement. I simply can’t pass up this opportunity. But it’s also a crowning achievement for the entire Reload Festival and the work everyone puts in there.

“I’m not giving up on Reload. This was also the subject of discussions with Wacken officials from the very beginning. If it hadn’t been possible to continue Reload, I wouldn’t have accepted the opportunity.”

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Read More Like This

News|03 Mar 2025

Movers and Shakers: Legends, Frontier, SXSW

Legends has gained a new CFO/COO, Frontier Touring has appointed a tour director and SXSW has secured co-managing directors

News|04 Nov 2024

Movers & shakers: ASM Global, NEC, Ziggo Dome

ASM has promoted a trio in the MENA region, NEC Group has named a new chair and there's a reshuffle at Ziggo Dome and AFAS Live

News|30 Oct 2024

Movers and shakers: All Things Live, Goldenvoice

Nordic behemoth All Things Live has announced a new Group COO while AEG Presents-subsidiary Goldenvoice has promoted a slate of executives

News|14 Mar 2025

Movers & Shakers: Bradford Live, Friendly Fire

A venue director has been appointed for Bradford Live, while Friendly Fire has installed an interim head of festivals and outdoor productions