Christopher BarrettLive Nation Entertainment has expanded its reach in Greece with the acquisition of local promoter High Priority Promotions (HPP).
HPP’s recent show projects include an Iron Maiden gig in front of 50,000 fans at the Olympic Athletic Center of Athens, the band’s biggest show in Greece to date, and a Metallica show at the Olympic Stadium that set a new attendance record at the venue’ with 90,000 fans.
Along with promoting shows and managing artists, HPP also provides event production consultancy. The company’s co-founder Nana Trandou said, “Joining Live Nation Entertainment marks an exciting new chapter for both HPP and the live entertainment industry in Greece. Together, we look forward to bringing more world-class artists, larger productions, and even more live experiences to local audiences, while continuing to strengthen Greece’s position as a key destination for international touring.”
Live Nation said the move comes as research illustrates a burgeoning demand for live music in Greece. It pointed to research that found 45 per cent of Greek concertgoers travel to other towns and cities to attend live music events, while 40% say there aren’t enough concerts where they live. Some 46 per cent of the respondents said there are not enough local venues.
Live Nation MD Central & Eastern Europe Steven Todd said Greece has a fanbase that rivals anywhere in Europe, and the new data shows illustrates the strength of demand for live shows: “High Priority Promotions has been a trusted partner for many years, and this investment will allow us to bring more world-class shows to Greek fans than ever before. And with major live events being a powerful driver of tourism, we see a real opportunity to make Greece a must-visit destination for music fans across Europe too.”