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AEG Presents takes stake in Greenhouse Talent
September15
AEG Presents has formed a partnership with Belgium- and Netherlands-based promoter Greenhouse Talent, formalising a longstanding working relationship between the two companies.
The investment brings Greenhouse Talent into AEG Presents’ European network while the company will continue to operate from its offices in Ghent, Belgium, and Breda, the Netherlands, under its existing leadership.
Greenhouse Talent said it will retain its entrepreneurial identity, local market expertise and existing artist relationships.
Founded by Pascal Van De Velde in 2005, Greenhouse Talent has grown into one of the largest independent concert promoters in the Benelux region. The company employs around 60 people across Belgium and the Netherlands, with its Belgian operation led by Mathilde Van Geertruyden and its Dutch business by Wouter De Wilde.
Greenhouse Talent promotes close to 1,500 events annually across music, live entertainment and comedy. Artists and productions it works with include Hans Zimmer, Massive Attack, Laufey, Ludovico Einaudi, Bryan Adams, Erykah Badu, Luke Combs, Diana Ross, Rammstein, Gabriel Iglesias, Jeff Dunham and WWE.
Its comedy activities operate under the LiveComedy brand.
The company also produces Gent Jazz in Belgium and Spoorpark LIVE in the Netherlands, and is lead promoter and producer of the Dutch edition of Country to Country. The country music event is now entering its sixth year.
The agreement further expands AEG Presents’ European operations, following continued growth by the company in markets including the UK, France, Norway and Germany.
“We know each other very well, understand how the other works, and most importantly, we genuinely love working together,” said Greenhouse Talent founder Pascal Van De Velde. “What started as a partnership has grown into a strong, powerful and trusted relationship with a shared ambition to excellence, innovation, and integrity in everything we do. After 20 years of working together, it feels like the right moment to take this next step.”
Adam Wilkes, President and CEO of AEG Presents Europe and Asia-Pacific, added: “We have a longstanding and successful relationship with Pascal and the Greenhouse Talent team, making this partnership hugely exciting for both organisations. With AEG Presents’ continued growth in the UK, France, Norway and Germany, this move further expands our European footprint and enables us to draw on our shared expertise to create more opportunities for artists and audiences across the region. Pascal and Greenhouse Talent fit seamlessly into everything we’re doing across Europe, and I’m thrilled to take this next step together.”
Pictured: Pascal Van De Velde and Adam Wilkes
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