Live Nation Expands Its Presence in Greece via New Partnership

Live Nation is expanding its presence in Greece through an investment in Athens-based concert promoter High Priority Promotions (HPP).

Why it matters:

• HPP is one of Greece’s leading concert promoters, and a longstanding Live Nation partner in the market.

• Recent record-setting shows from Metallica and Iron Maiden highlight the country’s growing appeal as a destination for concert tourism.

• Live Nation’s investment in the company comes as it seeks to establish a greater foothold in the region.

The data:

• The investment comes off the back of new data showing strong demand from Greek fans for concerts, venues and international artists.

• Though not revealing the methodology behind its research, Live Nation says 45% of Greek concertgoers travel to other towns/cities to attend live music events.

• 40% say there aren’t enough concerts where they live.

• 46% believe there are not enough local venues.

• 47% want more rock shows, 32% more pop.

What they said:

• Kostas Thelouras, Managing Director, and Nana Trandou, Co-Founder, at High Priority Promotions: “Joining Live Nation Entertainment marks an exciting new chapter for both HPP and the live entertainment industry in Greece. Together, we look forward to bringing more world-class artists, larger productions, and even more live experiences to local audiences, while continuing to strengthen Greece’s position as a key destination for international touring.”