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BMG Enters Live Business With Undercover Deal in Germany

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Despite the international halt on in-person tours due to the pandemic, BMG is entering the live music business for the first time thanks to a new deal with Undercover GmbH.

Despite the international halt on in-person tours due to the pandemic, BMG is entering the live music business for the first time, the company announced today , thanks to a new deal with independent German live music promoter Undercover GmbH.

"Moving into live is the logical extension of BMG’s plan to integrate all the services an artist could need under one roof, with the artist brand at the center of it all," explains BMG executive vp repertoire & marketing continental EuropeBMG Launches Record Label With French Soccer Club Olympique de Marseille

"Discussions about a partnership with BMG commenced long before the coronavirus pandemic, but we are now perfectly set up for when the market returns," Schacke added."There is a significant opportunity for us working together to offer a genuine alternative for artists in Germany and beyond, building on Undercover’s established recipe of 'live entertainment and artist partnership.

 

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