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DEAG fully acquires EDM promoter I-Motion

DEAG says it plans to “continue playing an active role in the consolidation of the live entertainment industry in Europe” after confirming the full acquisition of electronic music promoter I-Motion.

The German-headquartered giant secured a majority 50.1% interest in the company back in 2019, and has now acquired the remaining 49.9% share from former JV partner LiveStyle, which formed following the collapse of the late Robert Sillerman’s SFX Entertainment in 2016.

I-Motion was founded in 1994 and draws around 250,000 visitors to its EDM festivals each year, including Nature One, Mayday, Toxicator, Ruhr-in-Love and Syndicate.

“The cooperation with I-Motion has developed very positively since 2019,” says DEAG co-CEO Detlef Kornett. “Our expectations have been more than fulfilled, both strategically and economically, so that the acquisition of all shares in one of Europe’s most successful EDM event promoters is now the logical next step for us.”

“We have steadily expanded our open-air and EDM events in recent years and see high potential for expansion in this area”

The live entertainment group adds that it will continue to drive its growth through M&A, and is placing a focus on complementary acquisitions in ticketing as well as expanding into other European markets and further business segments.

“Together with the long-standing managing director of I-Motion, Oliver Vordemvenne, and his great team, we have steadily expanded our open-air and EDM events in recent years and see high potential for expansion in this area, also in other European countries,” adds Kornett. “I am very much looking forward to the continued successful and trustful cooperation with Oliver and the I-Motion team as part of the DEAG family.”

DEAG is aiming to generate revenue of over €300 million (compared to €325m in 2022) and a further improved EBITDA compared to the previous year (€30.9m) in 2023.

“We are very pleased that we are now fully part of the DEAG family and will continue to write our success story,” says Vordemvenne. “Together with a strong team, we want to further develop our event formats and expand into new markets. We still have a lot of plans for the future.”

 


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DEAG’s summer festivals to attract crowds of 800k+

DEAG is on course to attract a record number of visitors to its festivals this summer, with crowds set to soar past 800,000 across its core markets of Germany, the UK & Ireland, and Switzerland.

The company has expanded its portfolio over the past few years with acquisitions such as Regular Musictickets.ie. platformIndian SpiritClassic Open Air and Airbeat One, and is anticipating a 40% year-on-year increase in visitors in 2023.

German electronic dance festival Airbeat One attracted 70,000 people to its 20th anniversary last weekend, which featured headliners such as Charlotte de Witte, Hardwell, Steve Aoki and Fritz Kalkbrenner at the airfield in Neustadt-Glewe in Mecklenburg-Western Pomerania. Before that, more than 400 DJs thrilled the electronic dance fans at

Elsewhere, in Switzerland, the Sion sous les étoile festival featured artists including Soprano and Joss Stone from 12-16 July and set a new attendance record of almost 60,000 visitors.

In the UK, DEAG’s Kilimanjaro Live staged Kew the Music with the likes of Bastille and Jools Holland at the Royal Botanic Gardens Kew, near London. The previous weekend, stars such as The Lumineers, Rod Stewart, The Who and Dermot Kennedy drew more than 50,000 visitors to six sold-out shows at Regular Music’s Castle Concerts in Edinburgh, Scotland.

“DEAG’s festival segment is showing fantastic growth across all genres of music in England, Scotland, Ireland, Germany and Switzerland”

“DEAG’s festival segment is showing fantastic growth across all genres of music in England, Scotland, Ireland, Germany and Switzerland,” says DEAG CEO Peter Schwenkow. “The outstanding response from audiences points the way for us to new formats, new locations and a gratifying further development of this extremely interesting music festival field.”

Other successes included Rave the Planet and the Kessel Festival in Stuttgart at the end of June, along with the sold-out Legends at the Sea in Büsum. In addition, the UK’s biggest retro festival series Let’s Rock, attracted around 100,000 fans to 10 locations.

Upcoming DEAG festivals include the Sylt Open Air 2023 at the end of July with Sarah Connor and Scooter, Summer Nights in Glasgow; the Wider Than Pictures Series in Dublin; Germany’s Nature One at the beginning of August with over 70,000 fans expected; Indian Spirit in Eldena as well as the new PennFest in Buckinghamshire, England, as well as the established Belladrum Tartan Heart Festival” in Scotland.

For the first time, around 75% of the tickets for DEAG events were sold, some exclusively, via DEAG’s own online ticket distributors, myticket.de, myticket.co.uk, gigantic.com and tickets.ie.

 


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Germany’s Festival for Festivals raises €350k

Germany’s Festival for Festivals (Festival für Festivals) raised €350,000 for events that are struggling due to the effects of the pandemic.

Over 150 festivals, including DEAG’s four-day Nature One festival, will benefit from the proceeds of the three-day livestream event, which took place between 21 and 23 August.

The festival saw 20,000 fans take part in various virtual challenges on the event’s app – 6,000 of which pre-ordered “festival boxes and ribbons”.

“We are incredibly happy and proud that we have been able to unite so many different festivals,” says Johannes Jacobi from Höme – Für Festivals, which initiated the project alongside broadcaster Alex Berlin.

“That alone is a strong signal and shows what can result from a collaboration of this size in the future,” he told MusikWoche.

“The fact that so many festival fans were so active at the weekend to literally celebrate festivals overwhelmed us”

“The fact that so many festival fans were so active at the weekend to literally celebrate festivals overwhelmed us, and was a little unexpected. We would like to thank every single person who celebrated the festival culture this weekend.”

Friends meeting festival in Berlin, Spremberg’s metal festival Gahlen Moscht Metal Open Air, and Rock am Berg Open Air were among the festivals supported by the event.

According to the Festival für Festivals organisers, fans solved over 20,000 challenges in the Höme Festivalcamp app, which garnered over 400,000 views across the weekend.

For every challenge solved, the participating camps could win points. The winning team “Korniville” won free access to all 156 festivals that took part in the campaign for the next festival summer.

In addition to the challenges, there was a varied program on three digital stages over the entire weekend which included auctions, quizzes, documentary screenings, and panels.

 


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