Pollstar (11/28/22)

Rather than focusing on traditional artist tours, U.K.-based Mega Events promotes tours based on event concepts. Some of the company's brands are associated with specific dates like the Festival of the Dead, Spring Break Amsterdam or Camp Octoberfest, while others highlight underground and club culture. Also gaining popularity is the Rock Orchestra, which Mega Events describes as “live candlelight performances of the biggest rock and metal tracks over the last 40 years.” The event draws between 60,000 and 70,000 people a year, and Managing Director Nathan Reed explained that Mega Events looks for “something that we can scale right away across the country, something that ideally has international demand as well.” He added, “we want 50 or 60 shows just in the U.K., and we want it to be viable enough that we can take it to Europe and America. After we create the concept, we work on the distribution to see how far we can push each individual brand.” Mega Events also stands out through its in-house delivery model. “We conceptualize the events ourselves,” Reed said. ”We qualify them using data. Because we qualify them using data, we know that we can promote and sell them out ourselves. We promote in-house, but then we also execute the events ourselves. We go and we book all of our own venues.”

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