BMG, its live partner company Undercover, and Volker Hirsch, founder of the German Taubertal-Festival, have entered into an alliance.
BMG says the alliance forms the “next step” in its expansion into the live music and entertainment business, after launching its live music division last year.
The deal with Taubertal-Festival, which was founded in 1996, means that in addition to touring, booking and concerts, BMG’s live music offerings now include festivals.
KARO, Undercover and BMG say that they will leverage the companies shared experience, knowledge and partner networks to create “compelling, tailor-made music marketing and sponsorship solutions for the festival,” says BMG, and will “strengthen the brand behind Taubertal-Festival internationally.”
Previous lineups at Taubertal-Festival have featured Placebo, Rise Against, P!nk, Die Toten Hosen, Billy Talent, The National, Skunk Anansie, and Seeed.
The festival’s 25th-anniversary edition is scheduled for August 12 – 14, 2022, featuring Biffy Clyro, Kontra K, AnnenMayKantereit, Kraftklub, and more.
The deal comes a year after BMG became a majority stakeholder in German live music promoter Undercover, which BMG says “forms the basis of BMG’s live music and entertainment unit in GSA.”
Over the past 12 months, Undercover have added a number of new artists and projects to its roster, including Stefanie Heinzmann, No Angels, Callejon, the concert series Sing Meinen Song, and illusionist Farid, with more than 400 shows in full capacity planned for 2021 and 2022.
“After twenty-five very successful years, I am looking forward to a new chapter.”
Volker Hirsch, Konzert-Agentur Rothenburg GmbH
Volker Hirsch, CEO KARO Konzert-Agentur Rothenburg GmbH and founder of Taubertal-Festival, said: “After twenty-five very successful years, I am looking forward to a new chapter.
“I see the partnership with BMG as a valuable support in underpinning the position of Taubertal-Festival as a top national festival brand and in bringing the media activation of the festival to a top international level.
“I am excited to be able to build up the festival headliners of the future together with BMG and to be part of BMG’s live entertainment offering started together with Undercover.”
“The values of KARO, BMG and Undercover including fairness and transparency fit together incredibly well.”
Michael Schacke, Undercover
Michael Schacke, CEO Undercover and head of BMG’s live activities in GSA, said: “One year after Undercover joined BMG, we can now close the festival gap in our live portfolio and thus further expand our joint vision of live entertainment and artist partnership.
“In Volker’s and my first conversation about moving closer together it immediately became clear: The values of KARO, BMG and Undercover including fairness and transparency fit together incredibly well.
“My team and I are really looking forward to working together.”
“Moving into live music demonstrates BMG’s commitment to offer artists the entire creative value chain.”
Dominique Casimir, BMG
Dominique Casimir, BMG EVP Global Repertoire & Marketing EU, APAC & LATAM, added: “Moving into live music demonstrates BMG’s commitment to offer artists the entire creative value chain, giving us the opportunity to serve them in every area of their careers depending on their individual setup.
“Expanding these services to all relevant stakeholders in the live music and entertainment market is the next big step.”Music Business Worldwide
