Despite the international halt on in-person tours due to the pandemic, BMG is entering the live music business for the first time, the company announced today (Oct. 21), thanks to a new deal with independent German live music promoter Undercover GmbH.
The deal, expected to close this month, gives BMG a majority stake in Undercover, which will form the basis for a new live music and event business unit within BMG in Germany. Like BMG's publishing and recording units, the live division will be an opt-in service for BMG artists.
"Moving into live is the logical extension of BMG’s plan to integrate all the services an artist could need under one roof, with the artist brand at the center of it all," explains BMG executive vp repertoire & marketing continental Europe Dominique Casimir. "Crucially, we have found in [Undercover founder and CEO] Michael Schacke and his team a partner who shares our values."