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DEAG Acquires Italian Promoter MC2 Live
October31
DEAG (Deutsche Entertainment Aktiengesellschaft) has acquired Italian live entertainment promoter M
DEAG (Deutsche Entertainment Aktiengesellschaft) has acquired Italian live entertainment promoter MC2 Live.
The company`s founders, Andrea and Stefano Pieroni, will continue to manage MC2 Live in the long term, alongside their team, who will all remain with the company.
Following its entry into the Spanish market at the end of 2023, DEAG is now expanding its presence in the Italian market with the acquisition, further strengthening its strong market position in Europe.
This expansion into Italy is expected to create synergies within the live entertainment sector and, over time, in ticketing and the development and realization of new event formats. DEAG also plans to host live events in Italy in the future, leveraging its successful experience in other national markets.
The Pieroni brothers, Andrea and Stefano, are among Italy`s leading independent live entertainment promoters.
Headquartered in Milan, they bring a strong partner network and a diverse event portfolio.
Over recent decades, Andrea Pieroni has organized numerous concerts, festivals, and events featuring international music stars such as Judas Priest, Slipknot, Rammstein, 50 Cent, Ne-Yo, Eros Ramazzotti, and Negrita.
“Following this year’s transactions with Showplanr, How to Academy, District Live and Sputnik/Black Mamba, the acquisition of MC² Live and the partnership with Andrea and Stefano is a further step in our international expansion strategy and will open up just another national market. This is in line with our plan to expand and deepen DEAG’s international network of promoters.
"MC2 Live’s line-up of events for 2025 is impressive with acts including Pantera, Iron Maiden, Marilyn Manson, Tokio Hotel and many more. We will continue to expand MC2 Live’s good market position by offering high-quality content and position the company even more prominently and internationally,” said Detlef Kornett, Group CEO of DEAG.
“With DEAG, we have a strong partner at our side with whom we can create an even more international presence and further develop DEAG’s European network. I am convinced that we will benefit continuously from each other, and I am very much looking forward to working together with the whole group,” commented Andrea Pieroni, founder of MC2 Live.
Pictured: Detlef Kornett and Andrea Pieroni
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