Marketing / 09.20.23

Big Business & Small Struggles: Germany Returns to Full Strength

Access Staff

Pollstar (09/15/23) Gottfried, Gideon

Germany's live entertainment professionals see their market rebounding, with tickets for A-list artists selling faster than ever while festivals are still facing headwinds. A saturated touring calendar will likely cost small to medium shows, as fans must choose among a staggering number of events while facing Europe-wide price hikes. This is persuading many fans to see shows in stadiums, and Nils Hoch, deputy CEO at Munich's Olympic Park, says mini-residencies at stadiums may be the most unique aspect of post-COVID international touring. "Most [artists] are choosing to play twice or three times, which wasn't the case a few years ago," he notes. "But they're selling out, and it makes sense for artists and their teams from a production and cost standpoint." Simone Wendt at Dresden's Rudolf-Harbig-Stadion observes that sports has also bounced back, with ticket sales at her venue having reverted to pre-COVID levels. Some major touring artists who could sell out stadiums have opted to do arenas, while Depeche Mode has proved the appeal of a touring model that includes both venues. Stadiums remain the safest bets, with Semmel Concerts CEO Dieter Semmelmann expecting more open-air events, and proposing lower artist fees or higher prices as measures for offsetting rising costs.

Read the full story from Pollstar.

Tags: Marketing , Germany