Nordic live entertainment giant All Things Live is expanding in the Netherlands with a majority stake in festival promoter Loveland Events.

Established in 1995, the Amsterdam-based organiser has launched several renowned dance festivals that draw over 150,000 visitors annually.

The company’s stable of events includes Loveland Festival, 909 Festival, Music On Festival and Loveland Orange Festival, as well as several ADE (Amsterdam Dance Event) events.

The addition of Loveland expands All Thing Live’s existing festival portfolio throughout Europe as well as its footprint in the Netherlands which already includes Concert at Sea, HIER Festival, In Het Volkspark and Agents After All.

Kim Worsøe, member of the executive board of All Things Live Group, says: “Marnix and his team have built fantastic festivals over the years, and we are excited to welcome Loveland to the All Things Live family and our growing festival business fueled by passion for great live events and love for music.”

“By combining powers, we get the chance to learn from a variety of festival entrepreneurs in [ATL’s] extensive portfolio”

Marnix Bal, founder and CEO of Loveland, adds: “We believe that Loveland Events and All Things Live is a perfect fit that comes at the right time. After producing events for over 25 years, the partnership offers the unique opportunity to do better events for the city of Amsterdam and its residents. By combining powers, we get the chance to learn from a variety of festival entrepreneurs that make up the extensive portfolio of All Things Live and incorporate best practices in our own events.”

All Things Live was established in December 2018 following Waterland Private Equity’s acquisition of leading Nordic live entertainment companies in Denmark, Norway and Sweden. The partnership has since expanded into Finland, Belgium, the Netherlands, Italy and the Middle East.

The company represents 522 local artists on exclusive contracts, arranges 17 festivals, promotes 8,200 local and international events with more than 2,100,000 tickets sold per year and continues to grow its current portfolio of 35 corporate partnerships.

All Things Live has promoted artists including Justin Bieber, The Rolling Stones, Rammstein, Green Day and Eminem.

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

European live entertainment group All Things Live is launching a new operation in the Middle East, headed by veteran promoter Thomas Ovesen.

Ovesen has brought acts including Justin Bieber, The Eagles, Guns ‘N Roses, Jennifer Lopez, Elton John and Ed Sheeran to the region, and launched festivals such as RedFestDXB and Fiesta De Los Muertos.

The market-leading executive has gained more than 20 years of experience in the region, working at Dubai-based venues and promoters such as Coca-Cola Arena, 117 Live and Done Events before launching his own company TOP Entertainment.

The new partnership is the result of prior successful collaborations between TOP and ATL, as well as “a desire to fast-track long-term plans, increase synergies, and seize opportunities across the region”. All Things Live Middle East, based in Dubai, is already operating.

“When we decided to expand into the region, we were intent on partnering with Thomas”

“We have watched attentively as a vibrant music and entertainment scene has grown in the Middle East with great contributions from hard-working and entrepreneurial industry leaders such as Thomas Ovesen,” says Kim Worsoe, member of the executive board of All Things Live Group. “When we decided to expand into the region, we were intent on partnering with Thomas, and I am excited for the future with him leading what promises to be a regional powerhouse. Anyone who loves live entertainment – whether they are music fans or our industry colleagues – should be similarly excited.”

Ovesen adds: “All Things Live Middle East will help take regional live entertainment event promotions to the next level. ATL is an ambitious company with aggressive expansion plans, and together we will work to enhance not only the entertainment experiences available to fans across the Middle East but further evolve industry partnerships and relations when it comes to looking after performers and successfully promoting their shows.”

Since All Things Live was founded by Waterland Private Equity in 2018, it has expanded to seven European countries and 19 companies, with offices in Oslo, Stockholm, Helsinki, Copenhagen, Brussels, Milan and Amsterdam.

The company’s portfolio ranges from musical productions to music festivals and standup events to stadium concerts, with The Rolling Stones, Eminem, Katy Perry and Rammstein among its clients.

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.