Christopher BarrettAEG Presents has launched a German division headed by award-winning senior promoter Sina Hall.
Operating out of an office in Berlin, AEG Presents Germany will see Hall lead the new division’s initial focus on growing the country music market in Germany.
Sina Hall
Hall, who reports into AEG Presents Europe and Asia-Pacific CEO & president Adam Wilkes, also has a broader mandate to pursue strategic opportunities across the market.
AEG said the move deepens its commitment to the German live events market, complementing an existing partnership with MCT Agentur, the highly respected German concert promotion company founded by Scumeck Sabottka. Sabottka and the MCT team will remain AEG Presents’ key partner in Germany, leading on concert promotion and other opportunities.
Hall’s 25 years of industry experience includes roles at Trinity Concerts in Berlin, Dirk Becker Entertainment and Semmel Concerts. In 2018, she founded Sound of Nashville focusing on touring country artists. With AEG Presents, she helped launch its Country to Country (C2C) Festival in Berlin in March 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,” said Hall.
Wilkes said Germany is one of Europe’s most important live entertainment markets, and Hall’s expertise means she is an ideal choice to help expand AEG Presents’ footprint there: “This new office and role are about complementing the work Scumeck and the MCT team do consistently in Germany. We are thrilled to have Sina on board.
“Sina’s work speaks for itself; she’s going to be a great addition to our efforts in Germany, and I’m looking forward to working closely with her,” added Sabottka. “This is a great example of what our partnership with AEG Presents is based upon: using complementary approaches to grow the business as a whole.”