European Promoter DEAG Buys Majority Stake in Berlin Booking Firm


European concert promoter DEAG Deutsche Entertainment has acquired a majority stake in MEWES Entertainment Group, a Berlin-based artist management, booking and event business that has specialized on artists in the field of “Schlager and Volksmusik” for more than 20 years.

MEWES reps the German “Schlager” singer HEINO, who released his successful album Mit freundlichen Grüßen. In the area of rock/pop, the company manages the bookings for well-known artists like Robbie Williams, Revolverheld, Mark Forster, Max Giesinger, Sasha, Alvaro Soler, Namika, Milow and many more.

DEAG, based in Berlin and led by CEO Peter Schwenkow, is looking forward to further expanding its activities in the area of “Schlager and Folksmusic” and, at the same time, bringing on board managing director Jan Mewes, an experienced industry expert.

DEAG has been active in this sector for many years, conducting major events featuring Andreas Gabalier, La Brass Banda, Seiler und Speer, Hansi Hinterseer, Rainhard Fendrich and Beatrice Egli, among others.

“In DEAG, I have a strong partner at my side,” said Mewes. “Many of my network contacts have had very good experiences with DEAG and Peter Schwenkow in the past. So, it was only a matter of time until I jumped on board the train. I would like to thank the company for its trust. I look forward to working with them and am convinced that we can benefit from each other in the long term.”

Schwenkow aded: “Jan Mewes brings along very good and long-standing expertise in the area of pop and Folksmusic. I look forward to working with him. With his broad network and our structural resources, we will create additional synergies for DEAG. The joint content will be merchandised via MyTicket so our ticketing business will also benefit from this investment.”

DEAG also said more than 230,000 music fans recently attended a trio of open-air events in Germany, the U.K. and Switzerland. “The three open air events reflect DEAG’s successful start into the expected very strong third quarter of 2019,” reported CEO Peter Schwenkow, of Nature One (Germany), Belladrum (Scotland) and Sion sous les étoiles (Switzerland).

Other highlights in the current quarter include six stadium shows starring Ed Sheeran, the “Potsdamer Schlössernacht” in the Schlosspark Sanssouci, the flashlight concert on the Berlin Waldbühne and the first open-air concert by Star violinist Anne-Sophie Mutter in Munich.

Founded in Berlin in 1978 and listed since 1998, DEAG’s core businesses include Rock/Pop, Classics & Jazz, Family Entertainment and Arts+Exhibitions.

“In the course of the last years we have established a network of growth which is attractive for our partners but also for those who follow our success,” said DEAG chief marketing officer Detlef Kornett. “We have managed to extend the value chain and to deliver on synergies between our various companies and to lift the potential of exploring new segments — this includes family entertainment (e.g. Christmas Garden, Disney On Ice), arts and exhibition (e.g. Harry Potter The Official Exhibition, The Art of the Brick) and entertainment shows for broader audiences.”

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