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DEAG Expands Festival Portfolio with Juicy Beats
February21
DEAG Deutsche Entertainment AG is further expanding its activities in the festival sector by taking over the future organisation of the “Juicy Beats” music festival in Dortmund.
The move forms part of the company’s ongoing expansion strategy and is designed to strengthen its market position in the European live entertainment space.
DEAG expects the integration of Juicy Beats to generate synergy effects across its Live Entertainment and Ticketing operations. In particular, the company anticipates closer collaboration with other festivals and promoters within its portfolio, including Sputnik Spring Break, NATURE ONE, Ruhr-in-Love, Airbeat One and Kessel Festival.
Additional momentum is expected through cooperation with District Live, a DEAG Group booking agency and tour organiser specialising in Urban Music and Hip-Hop.
To oversee the festival’s future development, POPMODERN Juicy Beats GmbH has been established as the new organising entity.
Its management team includes Carsten Helmich, founder and Managing Director of Juicy Beats; Benedikt Alder, Executive Vice President of DEAG for the Festivals segment; and Oliver Vordemvenne, CEO of I-Motion Events & Communication.
Juicy Beats has been staged in Dortmund’s Westfalenpark since 1996 and attracts tens of thousands of visitors annually, making it one of the largest and best-known music festivals in North Rhine-Westphalia. The multi-stage event focuses on Urban, Electronic Dance Music and Indie Pop.
The 2026 edition will feature artists including Ikkimel, Filow and the DJ duo HBz. Previous headliners have included major national acts such as Deichkind, Kraftklub, K.I.Z and Tream.
Detlef Kornett, Group CEO of DEAG, commented:
“We are looking forward to working with Carsten Helmich and his team. Juicy Beats has developed into one of the most important music festivals in Germany in recent years. Many nationally renowned musicians made their first appearances at Juicy Beats. Juicy Beats consistently succeeds in bringing the sound of tomorrow to the big stage today.”
Carsten Helmich, Managing Director of POPMODERN Juicy Beats GmbH, added:
“Together with DEAG, we will continue to develop Juicy Beats and lead it into a new era. Our roots are in the Ruhr region. We come from Dortmund – and this is where we want to stay. With DEAG at our side, we will continue to offer visitors unforgettable experiences in the future.”
Founded in Berlin in 1978, DEAG operates across 25 locations in core markets including Germany, the United Kingdom, Ireland, Switzerland, Denmark, Spain and Italy. The group organises more than 6,000 live events annually and sells over 10 million tickets.
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