Live Nation Entertainment has confirmed the acquisition of one of the country’s leading promoters, Mainland Music, by its Live Nation GSA division, based in Frankfurt, Germany.
The company was co-founded in 2012 by long-term working associates Derrick Thomson of Cult Concert Agency, Marc Lambelet (Black Lamb Productions), Christian Gremelmayr (Abart Club), and Martin Schrader and Santosh Aerthott (both Redda Music), with offices in Zurich and Lausanne.
Mainland, which owns the Openair Gampel (cap. 33,000) festival, promotes more than 650 shows a year, with artistes such as Metallica, Ozzy Osbourne, Snow Patrol, Twenty One Pilots, The Lemonheads and Razorlight.
Lambelet says Mainland was intended as “gathering the forces of four companies with similar philosophy and goals”.
“Looking at how this has been evolving, we came to the conclusion that it would become more and more difficult to remain successful as an independent promoter, without teaming up with a bigger group,” he tells Audience.
“Live Nation GSA [Germany, Austria, Switzerland] are people we get on well with and with whom we wanted to work with. I believe the feeling is reciprocal and it quickly became obvious that they were the ones we should partner with.
“We will bring them our knowledge and connections with the local market,” he says. “We intend to keep on doing what we have done so far, but better, and service the acts and their audiences even more efficiently.”
In July 2017, Live Nation bought the 50,000-capacity Openair Frauenfeld (see Audience, issue 210) and has an office in Zurich.
Live Nation GSA chief operating officer Matt Schwarz says, “With their strong relationships and impressive industry insights, this important strategic move will strengthen our presence in the Swiss market and ensure the continuation of our success story through this merger in the years to come.”