AEG Presents has opened a dedicated office in Germany.
The company announced the launch of Berlin-based AEG Presents Germany on Friday (September 4).
Sina Hall joins as Senior Promoter from Semmel Concerts and will report to Adam Wilkes, President and CEO, AEG Presents Europe and Asia-Pacific.
Hall‘s initial focus will be growing the country music market in Germany, alongside what the company describes as “a broader mandate to pursue strategic opportunities across the market.”
The launch builds on AEG Presents‘ partnership with MCT Agentur, the German concert promotion company founded by Scumeck Sabottka.
AEG Presents acquired what it called a “partnership stake” in MCT in December 2024.
Sabottka and the MCT team remain AEG Presents‘ key partner in Germany and will continue to lead on concert promotion in the market, according to the announcement.
“I’m incredibly excited to join AEG Presents,” said Hall. “Germany has such a passionate and growing audience for country music, and I can’t wait to build on that momentum while exploring new opportunities for the company across the market.”
“Germany has such a passionate and growing audience for country music, and I can’t wait to build on that momentum while exploring new opportunities for the company across the market.”
Sina Hall, AEG Presents
“Germany is one of Europe’s most important live entertainment markets, and Sina‘s expertise makes her exactly the right person to help expand our footprint there,” said Wilkes. “This new office and role are about complementing the work Scumeck and the MCT team do consistently in Germany.
“We are thrilled to have Sina on board.”
“Germany is one of Europe’s most important live entertainment markets, and Sina‘s expertise makes her exactly the right person to help expand our footprint there.”
Adam Wilkes, AEG Presents
“Sina‘s work speaks for itself; she’s going to be a great addition to our efforts in Germany, and I’m looking forward to working closely with her,” added Sabottka. “This is a great example of what our partnership with AEG Presents is based upon: using complementary approaches to grow the business as a whole.”
Hall brings 25 years of experience to the role.
She began her career at Trinity Concerts in Berlin, before senior roles at Dirk Becker Entertainment and, most recently, Semmel Concerts.
In 2018, while at Semmel, Hall founded Sound of Nashville, an umbrella brand for touring country artists.
She led the effort to bring the Country to Country (C2C) Festival to Berlin, where it launched in March 2019, and became its Festival Director.
Semmel promotes the festival alongside AEG Presents.
The 2026 edition drew more than 9,000 people across three days in March, according to Semmel Concerts.
Hall sits on the Country Music Association (CMA) Board of Directors and on its international task force.
She was awarded the CMA‘s Jo Walker-Meador International Award in 2024 and was recognized in Pollstar‘s Women of Live in 2026.
The Berlin launch is the latest in a run of territory moves by AEG Presents.
The company opened an office in Seoul in May 2026, naming Jonathan Lee as Managing Director of AEG Presents Korea.
In August, it struck a strategic partnership with Creativeman Productions, the Japanese promoter behind the Summer Sonic festival.
A division of Anschutz Entertainment Group, AEG Presents operates across five continents and is the world’s second-largest live music company behind Live Nation.
AEG Presents does not publish financial results, unlike listed rivals Live Nation and CTS Eventim.
Live Nation generated revenues of USD $7.7 billion in Q2 2026, up 9% YoY, with its Concerts division contributing $6.4 billion of that, as reported by MBW.
Concerts drew 49 million fans in the quarter, up 10% YoY.
Live Nation has run a local promoting business in Germany since January 2016, when it launched Live Nation Concerts Germany under Marek and Andre Lieberberg.
The pair joined from Marek Lieberberg Konzertagentur, which stayed with CTS Eventim along with the Rock am Ring and Rock im Park festivals.
The dominant player in the German market, though, is CTS Eventim, which runs the Eventim Live promoter network and the eventim.de ticketing platform.
CTS Eventim owns or holds majority stakes in German promoters including FKP Scorpio, ARGO Konzerte, Semmel Concerts, and Dirk Becker Entertainment.
Hall therefore arrives at AEG Presents from inside that network: Semmel Concerts is majority-owned by CTS Eventim, as is Dirk Becker Entertainment, where she spent earlier years of her career.
CTS Eventim posted consolidated revenues of €1.513 billion ($1.76 billion at current exchange rates) for the first half of 2026, up 16.9% YoY, according to results published on August 20.
Revenues at the company’s Live Entertainment division rose 18.6% YoY to €1.061 billion ($1.23 billion), a rise CTS Eventim attributed to its portfolio of tours, concerts, and festivals “especially in Germany, Italy, and the USA.”
AEG Presents‘ festival portfolio includes Coachella, Stagecoach, British Summer Time at Hyde Park, and Rock En Seine.Music Business Worldwide
