Connecting the live music industry
Live Nation Belgium Names New Managing Director
August16
Live Nation Belgium has appointed Jean Jacques Velkeniers as Managing Director, effective 1 September 2026.
Velkeniers will join the company’s existing management team and work alongside Live Nation Belgium president Herman Schueremans, who has played a central role in building the company’s position in the Belgian live entertainment market.
Velkeniers joins from Trixxo Group, where he most recently served as CEO. He previously held a number of international management positions at brewing group AB InBev.
The appointment comes as Live Nation Belgium looks to further strengthen its operations amid continued demand for concerts and festivals. According to the company, Velkeniers will focus in part on developing partnerships and digital experiences for artists, partners and audiences.
“Live Nation Belgium is a unique organisation with an exceptional reputation, built by Herman and the team,” Velkeniers said. “Music and live entertainment have always played an important role in both my career and my personal passions. I am excited to work alongside the team to build on this strong foundation, with a clear ambition to deepen partnerships and enhance digital experiences, creating even more value for artists, partners, and fans.”
Schueremans said the appointment would add further management expertise to the Belgian operation.
“What we have built over the past years is the result of the dedication, passion, and hard work of an outstanding team. By welcoming Jean Jacques, we are adding valuable expertise, and I look forward to working alongside him and our management team.”
Live Nation Belgium is part of the global Live Nation Entertainment network and is one of Belgium’s leading concert and festival promoters.
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