AEG Presents Invests in Greenhouse Talent, Expanding European Event Promotion

AEG Presents invests in Greenhouse Talent, which promotes nearly 1,500 events a year across Belgium and the Netherlands

September 15, 2026 By Mandy Dalugdug

AEG Presents has invested in Greenhouse Talent , the independent concert promoter, festival producer, and booking agency that operates across Belgium and the Netherlands .

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The two companies announced the partnership on Monday (September 14) .

Neither company disclosed the financial terms or the size of the stake acquired by AEG Presents .

According to the announcement, the investment “formalizes a longstanding relationship,” and Greenhouse Talent becomes part of AEG Presents ’ European promoter network.

Greenhouse Talent will continue to operate from Ghent and Breda under its existing leadership.

It will keep the “entrepreneurial identity, local expertise and artist relationships” it has built in the Benelux , the announcement said.

Pascal Van De Velde founded Greenhouse Talent in 2005 .

The company employs 60 people across Belgium and the Netherlands , and says it is the largest independent concert promoter in the Benelux .

Its Belgian business is led by Mathilde Van Geertruyden , and its Dutch business by Wouter de Wilde .

Greenhouse Talent promotes close to 1,500 events a year across music, live entertainment, and comedy, with the comedy business running under its LiveComedy brand.

Artists and attractions it has promoted include Hans Zimmer , Massive Attack , Laufey , Ludovico Einaudi , Bryan Adams , Erykah Badu , Luke Combs , Diana Ross , Rammstein , Gabriel Iglesias , Jeff Dunham , and WWE .

The company also produces Gent Jazz in Belgium and Spoorpark LIVE in the Netherlands .

It acquired Gent Jazz in 2023 , after nonprofit organizer Jazz en Muziek went bankrupt.

Greenhouse Talent is also the lead promoter and producer of the Dutch edition of Country to Country , which the companies say is entering its sixth year and has become the region’s largest country music festival.

The Dutch festival site lists AEG Presents and SJM Concerts as organizers alongside Greenhouse Talent .

Country to Country ’s own billing credits its creation to AEG Europe and SJM Concerts in association with the Country Music Association .

“We know each other very well, understand how the other works, and most importantly, we genuinely love working together,” said Van De Velde . “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.

> “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.” Pascal Van De Velde, Greenhouse Talent

“After 20 years of working together, it feels like the right moment to take this next step.”

Added Adam Wilkes , President and CEO of 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 organizations.

“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.

> “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.” Adam Wilkes , AEG Presents Europe and Asia-Pacific

“ Pascal and Greenhouse Talent fit seamlessly into everything we’re doing across Europe , and I’m thrilled to take this next step together.”

The Greenhouse Talent investment lands ten days after AEG Presents opened a dedicated office in Germany .

The company launched Berlin -based AEG Presents Germany on September 4 , hiring Sina Hall from Semmel Concerts as Senior Promoter.

Hall led the launch of Country to Country ’s Berlin edition in March 2019 and became its Festival Director.

Semmel Concerts promotes that edition alongside AEG Presents .

The German office builds on the “partnership stake” AEG Presents acquired in MCT Agentur in December 2024 .

MCT is the German concert promotion company founded by Scumeck Sabottka .

AEG Presents has also been expanding outside Europe .

The company opened an office in Seoul in May 2026 , naming Jonathan Lee as Managing Director of AEG Presents Korea .

In August , AEG Presents struck a strategic partnership with Creativeman Productions , the Japanese promoter behind the Summer Sonic festival.

A division of Anschutz Entertainment Group , AEG Presents operates across five continents and is the world’s second-largest live music company behind Live Nation .

Unlike its listed rival, AEG Presents does not report financial results publicly.

Live Nation generated revenues of USD $7.7 billion in Q2 2026 , up 9% YoY, with its Concerts division contributing $6.4 billion of that.

AEG Presents ’ festival portfolio includes Coachella , Stagecoach , British Summer Time at Hyde Park , and Rock en Seine . Music Business Worldwide

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_Originally reported by [Music Business Worldwide](https://www.musicbusinessworldwide.com/aeg-presents-invests-in-greenhouse-talent-which-promotes-nearly-1500-events-a-year-across-belgium-and-the-netherlands/)._