World-leading music promoter Live Nation has continued its spate of acquisitions with Finnish competitor Hog Agency & Promotion. Hog is a key player in Finland, and represents some of the country’s most popular homegrown talent: Olavi Uusivirta, Adi L Hasla, Mouhous and Vilma Alina, amongst others. Hog was founded in 2016 by Mikko Varjamo, currently CEO, who will stay on at Live Nation Finland as an agent, along with his employees.

Live Nation’s share price has appreciated by 44% so far this year

Source: Yahoo Finance

The move comes after a spate of activity for Live Nation. The company acquired a majority stake in Tons of Rock, Norway’s biggest rock and metal festival, in February. Then in May, it acquired Spaceland Presents, one of Los Angeles’ best-known indie concert promotion and booking firms, as well as the owner of a number of significant venues. In June, it acquired Poland-based promoter Go Ahead. And, in addition to this latest purchase, the company has also signed two emerging acts from Finland: Kube and SONNY.

Varjamo said: “After running my own agencies for over nine years, I felt It was time to move forward. This new union with Live Nation will enable the company to operate at a different level and will strengthen our position in Finland’s music scene. I’m extremely excited about this.”

Tomi Saarinen, Live Nation Finland’s managing director, added: “Our focus is on developing a strong domestic artist roster and the acquisition of Hög Agency & Promotion’s business is a key part of this plan. We aim to be the best possible partner for our artists and enable them to develop and reach their full potential while offering fans memorable experiences. We welcome the Hög super team to the Live Nation family.”


Dominion holds Live Nation in its Global Trends Luxury Fund.

Author: Theo Leworthy

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