MILAN (CelebrityAccess) — German concert promoter DEAG Deutsche Entertainment Aktiengesellschaft (DEAG) announced it has expanded into the Italian live events market through the acquisition of one of the nation’s premiere live events companies, MC2 Live S.p.A. (‘MC2 Live’).
The deal will see subsidiary DEAG Concerts GmbH acquire MC2 Live in its entirety. Following the acquisition, MC2 Live’s founders, Andrea and Stefano Pieroni, will continue continue in their leadership roles, overseeing their current team, who will also remain in plalce, according to DEAG.
Based in Milan, MC2 Live has developed a strong partner network and diversified portfolio, producing festivals and shows with international artists such as Judas Priest, Slipknot, Rammstein, 50 Cent, Ne-Yo, Eros Ramazzotti and Negrita.
“Following this year’s transactions with Showplanr, How to Academy, District Live and Sputnik/Black Mamba, the acquisition of MC² Live and the partnership with Andrea and Stefano is a further step in our international expansion strategy and will open up just another national market. This is in line with our plan to expand and deepen DEAG’s international network of promoters. MC² Live’s line-up of events for 2025 is impressive with acts including Pantera, Iron Maiden, Marilyn Manson, Tokio Hotel and many more. We will continue to expand MC2 Live’s good market position by offering high-quality content and position the company even more prominently and internationally,” said Detlef Kornett, Group CEO of DEAG.
“With DEAG, we have a strong partner at our side with whom we can create an even more international presence and further develop DEAG’s European network. I am convinced that we will benefit continuously from each other, and I am very much looking forward to working together with the whole group,” commented Andrea Pieroni, founder of MC² Live.
