Established promoters across Denmark, Norway and Sweden are merging into one umbrella company backed by Belgian investment firm Waterland Private Equity.
All Things Live unites Denmark’s ICO Concerts and ICO Management & Touring, Norway’s Atomic Soul Booking and Friction, along with Sweden’s Maloney Concerts and Blixten & Co, into a significant rival to Live Nation Entertainment’s dominance of the region.
The project is undertsood to have been instigated by ICO co-owner Kim Worsøe, with Waterland as an active majority stake-holder, although Worsøe declined to elaborate when approached by Audience
Combined, the six-company partnership will have an overall turnover of €85 million ($97m) a year and employ around 70 staff.
“This investment in these six companies is our second in the Nordic region since our office opening in Copenhagen in 2017, and underlines our focus on expanding our activities in the region,” says Waterland Nordic MD Kaspar Kristiansen.
ICO Concerts, which promotes artistes such as Rammstein, KISS, Lenny Kravitz, Michael Bublé, The 1975 and Def Leopard, is one of the longest-established promoters in the region, with a history of working internationally.
“We look forward to leveraging their [Waterland’s] experience from other growth situations to capture the opportunities that exist in our markets,” says Worsoe.
Fellow ICO co-owner Pernille Møller Pedersen says, “Together with our Norwegian and Swedish colleagues, we have created a series of memorable live experiences in recent years, and we are excited to be joining forces to strengthen our collaboration and provide an even better offering to artistes and fans across the Nordics.”
Atomic Soul Booking and Friction founder Peer Osmundsvaag adds, “This is a natural next step for our businesses as we have always had a shared vision of creating great events, In All Things Live, we will be able to build significant scale, reach more people and attract more great artistes.”.
Osmundsvaag’s companies work with acts such as the Rolling Stones, Green Day, Justin Bieber, Bruno Mars, Eminem, Calvin Harris, Snoop Dog and Twenty One Pilots, as well as local artistes.
In Sweden, among shows promoted by David Maloney, who founded Maloney Concerts in 2013, are Kanye West, Justin Bieber, Celine Dion, Backstreet Boys, Khalid and Lana Del Rey.
“When you’re an inddependant promoter you can be the best in the country, but to grow and work with bigger acts you need the finance of something bigger, and that’s what this deal, brings” Maloney tells Audience.
“Our companies have worked together for a long time, so it’s a natural progression,” he explains. “Our markets are actually quite different, so it’s important for us to also retain independent thinking.”
Echoing his associates’ vision, Blixten & Co founder Leif Henriksson adds, “With the strategic and financial support of Waterland, we will be able to combine our in-depth knowledge and experience from our respective markets and accelerate growth as the leading independent entertainment player in the Nordics.”
As a combined entity, All Things Live will promote almost 3,000 events and sell more than one million tickets annually, as well as exclusively represent 140 local artistes.