AEG Presents and Greenhouse Talent Partner to Strengthen European Concert Promotion

AEG Presents today announced that it has formed a partnership with Greenhouse Talent, one of Europe’s leading independent concert promoters.

Greenhouse Talent has long-been the go-to local promoter for AEG Presents shows and projects coming to the Benelux region, so “this investment formalizes a longstanding relationship,” according to today’s press announcement.

Greenhouse Talent will continue to operate from Ghent and Breda under its existing leadership, retaining the entrepreneurial identity, local expertise and artist relationships that have made it a leading force in Benelux.

Founded by Pascal Van De Velde in 2005, Greenhouse Talent has become the largest independent concert promoter in Benelux, with 60 employees across Belgium and the Netherlands. Its Belgian business is led by Mathilde Van geertruyden and its Dutch business by Wouter de Wilde.

The company promotes nearly 1,500 events annually featuring international artists across music, live entertainment and comedy, with the latter operating under the LiveComedy brand. Its roster includes Hans Zimmer, Massive Attack, Laufey, Ludovico Einaudi, Bryan Adams, Erykah Badu, Luke Combs, Diana Ross, Rammstein, Gabriel Iglesias, Jeff Dunham, WWE and many more.

Additionally, Greenhouse Talent produces Belgium’s Gent Jazz festival and the Netherlands Spoorpark LIVE and is the lead promoter and producer of the Dutch edition of Country to Country. Now entering its sixth year, the event has grown into the region’s largest country music festival.

See: AEG Presents Opens German Office

Comments:

Pascal Van De Velde, founder, Greenhouse Talent, “We know each other very well, understand how the other works, and most importantly, we genuinely love working together. What started as a partnership has grown into a strong, powerful and trusted relationship with a shared ambition to excellence, innovation, and integrity in everything we do. After 20 years of working together, it feels like the right moment to take this next step.”

Adam Wilkes, President and CEO, AEG Presents Europe and Asia-Pacific, “We have a longstanding and successful relationship with Pascal and the Greenhouse Talent team, making this partnership hugely exciting for both organisations. With AEG Presents’ continued growth in the UK, France, Norway and Germany, this move further expands our European footprint and enables us to draw on our shared expertise to create more opportunities for artists and audiences across the region. Pascal and Greenhouse Talent fit seamlessly into everything we’re doing across Europe, and I’m thrilled to take this next step together.”

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_Originally reported by [Pollstar](https://news.pollstar.com/2026/09/14/aeg-presents-greenhouse-talent-announce-partnership-in-europe/)._