In one of its largest acquisitions this year, Live Nation Entertainment looked overseas for its latest portfolio booster, snapping up the fifth biggest promoter in the world. Germany’s Marek Lieberberg will join the Live Nation fold beginning Jan.1, 2016, adding more than 700 shows a year and 2 million visitors to a platform that already boasts 23,000 shows and more than 60 million fans in 40 countries, according to Live Nation.
Lieberberg, who promotes gigs in Germany, Austria and Switzerland, will be CEO of the new Live Nation Concerts Germany division (with son Andre Lieberberg as president), which will be served by Ticketmaster Germany.
Lieberberg previously worked with Munich-based Ticketmaster rival CTS Eventim on ticketing.
“I have worked with Marek and Andre for over 20 years, and they are clearly among the top promoters in the world, Live Nation Entertainment President and CEO, Michael Rapino said in a statement announcing the deal. “Having them lead Live Nation’s concert business for Germany is an ideal fit, and continuing to build on our global scale in concerts provides our sponsors with increased access to fans in an important European market while adding millions of tickets to our Ticketmaster inventory.”
Commerzbank-Arena, Frankfurt, Germany is the hometown stadium of Marek Lieberberg.
"In the past we had shows with MLK almost every year and we are delighted to
work with Marek Lieberberg and Live Nation Germany in the future," said Patrik Meyer, head of Event Development for Lagardere Unlimited Stadium Solutions and managing director Commerzbank-Arena. "We look forward to being the 'home-ground' for Live Nation Concerts Germany."
Commerzbank-Arena had 23 event-days during the summer break 2015, which included the World Club Dome, six concerts, the e-sport event ESL one and a Street Food Festival.
Lieberberg has been at the forefront of European promotions for nearly half a century, partnering with Live Nation in the past to promote shows and tours by everyone from Madonna to U2 and Justin Timberlake, while also working with such acts as Bruce Springsteen, Queen, Metallica and Celine Dion.
The move into Germany is a big one for Live Nation, as it gives the company a foothold in one of the few major European territories where it had been unable to take a significant part of the market.
Lieberberg got his start promoting in 1970 when he formed Mama Concerts with former partner Marcel Avram. The two split in 1986 and Lieberberg formed Marek Lieberberg Konzertagentur (MLK) in 1990, working with everyone from Guns N’ Roses to Sting, Stone Temple Pilots and Depeche Mode over the years.
The company was also behind the massive Rock am Ring and Rock im Park festivals. MLK will continue under new management and hold onto its two signature fests.
“Becoming a part of Live Nation is the dream of every promoter,” Lieberberg said. “Gaining access to Live Nation’s concert platform and sponsorship team will take our business to another level, and accessing Ticketmaster’s leading technology will enable us to reach more fans and provide them with a unique service.”
Interviewed for this story: Patrik Meyer, +49 69 23 80 80 111