AEG Presents has taken a strategic stake in Greenhouse Talent, an independent concert and festival promoter in the Benelux region, formalizing a two-decade working relationship and widening the live entertainment company’s European presence.
The investment follows AEG Presents’ expansion in the United Kingdom, France, Norway and Germany. Financial terms were not disclosed.
Greenhouse Talent promotes about 1,500 events each year, ranging from club shows to stadium concerts and festivals. Its portfolio includes:
- Gent Jazz in Belgium, which regularly draws around 60,000 attendees
- Spoorpark LIVE in the Netherlands, a week-long event with a capacity of 12,500
The promoter has worked with artists including Hans Zimmer, Massive Attack, Erykah Badu, Diana Ross and Rammstein.
Greenhouse Talent employs 60 people across Belgium and the Netherlands and will continue to operate from its offices in Ghent and Breda under existing management. Mathilde Van Geertruyden leads the Belgian business, while Wouter de Wilde leads the Dutch operations. The company was founded by Pascal Van De Velde in 2005.
Pascal Van De Velde said:
“What started as a partnership has grown into a strong, powerful and trusted relationship with a shared ambition to excellence, innovation, and integrity in everything we do. After 20 years of working together, it feels like the right moment to take this next step.”
