Live Nation has expanded its presence in Greece through an investment in Athens-based High Priority Promotions (HPP), as new research shows strong demand for more live music events across the country.
The investment comes as new data highlights growing interest in live music among Greek fans. According to the research, 45% of concertgoers travel to other cities and towns to attend concerts, while 40% believe there are not enough live music events in their area. Nearly half of respondents, 46%, said there are not enough local venues.
The survey also found strong demand for additional rock concerts, with 47% of fans saying they would like to see more shows in the genre. Pop and jazz followed, with 32% and 28% of respondents, respectively, expressing interest in more events. Nearly one-quarter of those surveyed said Greece is still overlooked by major international touring artists.
“Greece has a fanbase that rivals anywhere in Europe, and the data shows just how strong that demand is,” Steven Todd, Managing Director, Central & Eastern Europe for Live Nation said.
Advertisement
“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,” Todd continued. “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.”
| RELATED: Live Nation Backs UK Promoter Louder in New Investment Deal |
Recent stadium concerts have demonstrated the strength of the market. Metallica drew 90,000 fans to a sold-out performance at Athens’ Olympic Stadium, setting a new attendance record for the venue. Fans traveled from 91 countries to attend the show, highlighting Greece’s emergence as a destination for concert tourism. Athens was also selected as the opening city for Metallica’s M72 World Tour.
Iron Maiden launched its recent tour in Athens, where more than 50,000 fans attended what became the band’s largest concert ever held in Greece.
In addition to producing major concerts, HPP has introduced accessibility measures at recent events, including dedicated viewing platforms, golf cart transportation, and guided assistance services for attendees at Metallica and Iron Maiden performances.
Kostas Thelouras, Managing Director, and Nana Trandou, Co-founder, at High Priority Promotions shared, “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.”
