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DEAG launches standalone Hip-Hop Brand District Live
June21
In a strategic move to bolster its presence in the hip hop live event sector, DEAG (Deutsche Entert
In a strategic move to bolster its presence in the hip hop live event sector, DEAG (Deutsche Entertainment AG) has launched District Live GmbH.
The new company, headed by Alexander Handwerker, aims to enhance DEAG`s influence and operations within the urban music and hip hop domain.
Established as an independent entity from DEAG`s existing urban music and hip hop booking division, which has been operational since November 2022, District Live represents the next phase in the company’s expansion strategy.
District Live functions as a booking agency and tour promoter, focusing on emerging talents in the hip hop scene. This new division enriches DEAG’s overall portfolio with a dedicated urban music segment.
"Alexander Handwerker, Managing Director of District Live, not only leads the new division with notable success but also founded the hip hop brand driven by his personal musical passion," DEAG stated.
In its inaugural year, District Live reported selling 70,000 tickets. Its roster boasts promising newcomers like Tream, who has already sold over 100,000 tickets for his second tour in 2024, and established artists such as rapper Bausa, scheduled for 17 shows across Germany, Austria, and Switzerland in February 2025.
The company is also set to expand its influence in festival bookings.
Alex Handwerker said "With District Live, we are deliberately founding a brand that will make urban/hip hop acts feel strongly represented and optimally staged. As a booking agency, we focus on up-and-coming artists at an early stage in order to be able to accompany them on their journey from the very beginning. We also work with established artists to further develop their performances, thus enabling them to achieve a new, unique standing in the scene."
DEAG CEO Detlef Kornett highlighted that the new venture strengthens DEAG’s international brand presence in urban culture and hip hop. "We are particularly proud that this company, led by Alex Handwerker, has evolved from within our ranks. We wish Alex and District Live continued success and look forward to further collaboration across the entire DEAG group."
Alexander Handwerker`s career includes studying event management in North Rhine-Westphalia and gaining diverse industry experience in Berlin with DEAG and Universal Music. He later joined his father`s company, Handwerker Promotion, where he spearheaded the founding of District Live within a year.
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