Live Nation Invests in Greek Promoter High Priority Promotions

Live Nation announced an investment in High Priority Promotions (HPP), based in Athens, Greece. The promoter declined to share financial details of the investment with Pollstar .

The investment comes at a time when nearly half (45%) of Greek concertgoers travel to other towns and cities to attend live music events, while 40% say there aren’t enough concerts where they live, according to a OnePoll survey commissioned by Live Nation.

The data further shows that almost half (46%) of Greek concertgoers believe there are not enough local venues; that rock is the genre fans most want to see more of, with almost half (47%) calling for more rock shows, alongside demand for pop (32%) and jazz events (28%); and that fans are eager to see more international artists touring Greece, with nearly a quarter feeling the country still misses out on major global tours.

This kind of fan demand is one reason for Live Nation’s investment in HPP, one of Greece’s leading concert promoters and a longstanding partner in the market.

“Together, Live Nation and HPP are helping bring more global artists to Greece and further establishing the country as an increasingly important stop on major international tours,” the press announcement states.

This momentum is reflected in the scale of recent shows, including Metallica’s recent May 9 sold-out show at the Olympic Stadium, performing to 90,000 fans and setting a new stadium attendance record, with visitors travelling from 91 countries, according to Live Nation, highlighting live music’s power as a driver of tourism.

Athens was also chosen as the opening city for Metallica’s M72 World Tour, while Iron Maiden launched their tour at the city’s Olympic Stadium, May 23, with more than 50,000 fans attending what Live Nation described as ‘the band’s biggest-ever show in Greece.”

Their last performance at the Athens stadium was in July of 2022, selling 26,103 tickets at a $2,057,306 gross, according to the box office report submitted for the show by HPP.

The promoter has been focused on improving accessibility for fans, offering accessible viewing platforms, golf cart transportation and guided assistance services at the Metallica and Iron Maiden shows.

Demand for live music is growing across the wider region too, as Pollstar’s most recent Eastern Europe Focus proves in impressive fashion. The Balkan region in particular, which includes Albania, Bosnia, Bulgaria, Greece, Kosovo, Croatia, Montenegro, Macedonia, and Serbia, has come of age.

No Longer Secondary Markets: Eastern Europe Is Growing, Stable & Steady

Comments:

Kostas Thelouras, Managing Director, and Nana Trandou, Co-founder, at High Priority Promotions: “Joining Live Nation Entertainment marks an exciting new chapter for both HPP and the live entertainment industry in Greece. Together, we look forward to bringing more world-class artists, larger productions, and even more live experiences to local audiences, while continuing to strengthen Greece’s position as a key destination for international touring.”

Steven Todd, Managing Director, Central & Eastern Europe for Live Nation: “Greece has a fanbase that rivals anywhere in Europe, and the data shows just how strong that demand is. High Priority Promotions has been a trusted partner for many years, and this investment will allow us to bring more world-class shows to Greek fans than ever before. And with major live events being a powerful driver of tourism, we see a real opportunity to make Greece a must-visit destination for music fans across Europe too.”

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_Originally reported by [Pollstar](https://news.pollstar.com/2026/06/01/live-nation-invests-in-greeces-high-priority-promotions/)._