‘Eventim Live Asia is just getting started’

Eventim Live Asia (ELA) was kickstarted amidst global turmoil thanks to the COVID-19 pandemic with the goal of bringing acts to the region. Ahead of TheTicketingBusiness Asia forum, which will return next month following a pandemic-induced break, we spoke to Jason Miller, chief executive of Eventim Live Asia.

“We launched ELA in the depths of COVID, so I am incredibly proud of what our team has accomplished in such a short period of time,” Miller told TheTicketingBusiness. 

“The goal was always to bring the best acts of the West to the East, and the best acts of the East to the West.  Along with our local co-promoters, we have produced dozens of shows across numerous Asian and Middle Eastern markets, and have also brought some fantastic Asian talent to both North and South America.

“Eventim Live Asia is just getting started.”

A major opportunity

Miller noted that Asia is an important market, and that agents and managers should not think about it as an afterthought to a large tour. 

“It’s a massive opportunity to build and cement an artist’s career, with passionate new fans,” he commented. 

“Sixty percent of the world’s population is in Asia. How can any artist who is serious about their career, and their future, not make Asia a priority?”

Asia’s return to live music took slightly longer than it did in Western countries, with Singapore only allowing audiences to attend concerts at music venues in March last year, for example. It was even later in Hong Kong, where restrictions were eased as late as October 2022. 

“The pandemic has grown unprecedented global demand for live music and shared experience,” said Miller. 

“We are seeing this across all the key Asian markets, even though some countries in Asia started later than other regions of the world. Nevertheless, ELA is uniquely positioned to take advantage of that tremendous growth today.”

Gaining momentum

Eventim’s ambition in Asia is reflected in its success globally, with the company announcing it had hit the €1bn (£900m/$1.1bn) revenue mark in its half-yearly revenue report compared to this time last year. 

At the time, chief executive Klaus-Peter Schulenberg said: “The breadth and depth of our portfolio and the successful internationalisation of our business are the key drivers of our strong and stable growth.”

Last month, CTS Eventim announced that it had exercised its call option to acquire a further 17% of France Billet’s share capital, upping its hold to a majority 65%. 

And in July, the entertainment and live music ticketing firm launched a new concert promoter and artist booking company in Switzerland. 

Miller commented: “Eventim is legitimately a visionary company, and it’s on a roll. Take a look at their growth over the last 10 years. Nearly tripled revenue, and literally doubled it in just the four years leading up to COVID. 

“They’ve done that with a unique combination of organic growth, as well as by partnering with or acquiring the best executive talent, and companies, in a string of new markets. Eventim is as much a global touring company as anyone in the world.”

Looking forward, Miller noted that experience and strong relationships will be the key to pushing ELA to the top of its game and attracting international talent. 

“Succeeding in Asia requires experience and relationships. You really need to know what you’re doing and who the best partners are to build the best events,” he said. 

“As part of the global Eventim Live network, I’m excited my team can bring all of these lessons learned over the years to a lot of great artists, and ultimately to the passionate fans of music and entertainment all over Asia.”