BMG and its live partner Undercover have formed a strategic alliance with Volker Hirsch, founder of Germany’s Taubertal Festival.

The deal, which will see BMG acquire a majority stake in Taubertal organiser KARO Konzert-Agentur Rothenburg, marks the latest phase of the label and publisher’s live expansion, adding festivals to its existing touring, booking and concerts offering.

Founded in Tauber Valley in 1996, Taubertal has featured acts including Placebo, Rise Against, Pink, Die Toten Hosen, The National and Skunk Anansie. Its 25th-anniversary edition, scheduled for 12-14 August 2022, will welcome the likes of Biffy Clyro, Kontra K, AnnenMayKantereit and Kraftklub.

KARO, Undercover and BMG will work together to create “compelling, tailor-made music marketing and sponsorship solutions for the festival”, with the goal of further strengthening the brand internationally.

“After 25 very successful years, I am looking forward to a new chapter,” says KARO Konzert-Agentur Rothenburg CEO Hirsch, who will retain full creative freedom and continue to head the festival.

I AM EXCITED TO BE ABLE TO BUILD UP THE FESTIVAL HEADLINERS OF THE FUTURE TOGETHER WITH BMG

Hirsch adds: “I see the partnership with BMG as a valuable support in underpinning the position of Taubertal-Festival as a top national festival brand and in bringing the media activation of the festival to a top international level.

“I am excited to be able to build up the festival headliners of the future together with BMG and to be part of BMG‘s live entertainment offering started together with Undercover.”

Berlin-based BMG partnered with German promoter Undercover in 2020.

Michael Schacke, CEO of Undercover and head of BMG’s live activities in GSA, says: “One year after Undercover joined BMG, we can now close the festival gap in our live portfolio and thus further expand our joint vision of live entertainment and artist partnership.

“In Volker’s and my first conversation about moving closer together it immediately became clear: The values of KARO, BMG and Undercover including fairness and transparency fit together incredibly well. My team and I are really looking forward to working together.”

Dominique Casimir, BMG EVP global repertoire & marketing EU, APAC & LATAM, adds: “Moving into live music demonstrates BMG’s commitment to offer artists the entire creative value chain, giving us the opportunity to serve them in every area of their careers depending on their individual setup. Expanding these services to all relevant stakeholders in the live music and entertainment market is the next big step.”