Live Nation acquires leading Swiss promoter Mainland Music
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Live Nation acquires leading Swiss promoter Mainland Music

The Swiss music scene is thriving. That’s why global market-leading event booker and ticket seller Live Nation has recently taken a stake in it, purchasing Openfair Frauenfeld and launching Ticket Master Switzerland (a Live Nation subsidiary). On Tuesday, it announced that it had deepened that investment into the country with the purchase of the country’s leading promoter, Mainland Music.

Live Nation’s share price has grown by 28% year to date

graph 13 livenation

Source: Yahoo Finance

Mainland, which was founded in 2012, is one of the country’s biggest concert promoters, putting on more than 650 shows per year. Post-acquisition, Mainland will continue to operate as normal, while also partnering with Live Nation on tours and “other promotion opportunities”. In the past, Mainland has worked with artists such as Sam Smith, Macklemore, Queens of the Stone Age, Parkway Drive, Rise Against, Snow Patrol, Passenger, Die Antwoord, Cypress Hill, Hollywood Undead, Hozier, and Biffy Clyro.

Matt Schwarz, COO of Live Nation GSA (Germany, Switzerland and Austria), said: “We are looking forward to partnering with a promising and thriving promoter like Mainland Music. With their strong relationships and impressive industry insights, this important strategic move will strengthen Live Nation’s presence in the Swiss market and ensure the continuation of our success story through this merger in the years to come.”

One of Mainland’s founders, Derrick Thomson, added: “Connecting to Live Nation will give us new opportunities in the Swiss market. As a very successful boutique-style promoter, we will add our spirit to Live Nation’s reach. “We are very excited and look forward to opening a new chapter in Mainland Music’s history.


Dominion holds Live Nation in its Global Trends Ecommerce Fund.

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