AEG Presents Germany Officially Launches

AEG Presents, the live event company responsible for Coachella, has opened a new office in Berlin. This officially marks the launch of AEG Presents Germany, with Sina Hall coming on as Senior Promoter.

The details:

• Hall reports to Adam Wilkes, President and CEO, AEG Presents Europe and Asia-Pacific.

• The main focus of the office is growing country music’s presence in Germany.

Background:

• Hall previously worked at Trinity Concerts in Berlin, Dirk Becker Entertainment, and Semmel Concerts.

• In 2018, she founded Sound of Nashville. Its goal was to proliferate country music throughout German media and live entertainment.

• She also worked on Country to Country Festival in Berlin.

• In 2024, AEG Presents partnered with German promoter MCT Agentur.

What they said:

• Hall: “I’m incredibly excited to join AEG Presents. Germany has such a passionate and growing audience for country music, and I can’t wait to build on that momentum while exploring new opportunities for the company across the market.”

• Wilkes: “Germany is one of Europe’s most important live entertainment markets, and Sina’s expertise makes her exactly the right person to help expand our footprint there. This new office and role are about complementing the work Scumeck and the MCT team do consistently in Germany. We are thrilled to have Sina on board.”

• Scumeck Sabottka, Founder of MCT Agentur: “Sina’s work speaks for itself; she’s going to be a great addition to our efforts in Germany, and I’m looking forward to working closely with her. This is a great example of what our partnership with AEG Presents is based upon: using complementary approaches to grow the business as a whole.”