Live Nation has announced an investment of undisclosed value in Athens-based High Priority Promotions (HPP), formalising a long-running partnership to bring increased international touring traffic through the country.
Research cited by the company indicates that 40% of Greek fans feel there are not enough concerts locally, while 46% say venue supply is insufficient. Nearly half of concertgoers travel to other cities for shows, underscoring the lack of large-scale events and infrastructure across the country.
Demand is strongest for rock, followed by pop and jazz, with fans also calling for more international touring activity, the research suggests.
The partnership aims to increase the volume of global artists routing through Greece and to build on the country’s growing role in European touring schedules. HPP is one of Greece’s leading promoters and has worked with Live Nation on major events for more than a decade.
HPP’s Kostas Thelouras and Nana Trandou said: “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.”
“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”
Live Nation managing director for central and eastern Europe Steven Todd added: “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.”
Announcing the move, Live Nation pointed to growing demand for live music across the wider region as a cause for optimism. The company pointed to examples this year including Eric Clapton’s sold out shows in Prague, Krakow, and Budapest, Metallica breaking attendance records in Bucharest and Chorzów, and Iron Maiden also toured through Athens, Sofia, Bucharest, and Bratislava.
It also cited touring momentum behind European artists in domestic markets and beyond, with Belarusian artist Max Korzh selling out the national stadium in Bucharest.
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