AEG Presents launches German office
AEG Presents has launched a dedicated German operation in Berlin, appointing experienced promoter Sina Hall as Senior Promoter.
Hall will initially focus on developing the country music market in Germany while also pursuing wider opportunities for AEG Presents across the German live entertainment sector. She will report to Adam Wilkes, President and CEO of AEG Presents Europe and Asia-Pacific.
The new office expands AEG Presents’ presence in Germany following its 2024 partnership with MCT Agentur, the concert promotion company founded by Scumeck Sabottka. MCT will remain a key partner for AEG Presents in the market and will continue to lead concert promotion and other activities in Germany.
Hall has around 25 years of experience in the live music business. She began her career at Trinity Concerts in Berlin before holding senior positions at Dirk Becker Entertainment and Semmel Concerts.
In 2018, she founded Sound of Nashville, a platform focused on touring country artists and developing the genre’s profile in Germany. She later worked with AEG Presents on the launch of the Country to Country (C2C) Festival in Berlin in 2019.
“Germany has such a passionate and growing audience for country music, and I can`t wait to build on that momentum while exploring new opportunities for the company across the market,” Hall said.
Wilkes described Germany as one of Europe’s most important live entertainment markets and said Hall’s appointment would complement AEG Presents’ existing work with MCT Agentur.
Sabottka added that Hall’s appointment reflected the complementary approach behind the partnership between MCT and AEG Presents.
Hall is also a member of the international CMA Task Force and the CMA Board of Directors.