The live giant is setting up a dedicated German base and putting veteran promoter Sina Hall in charge of its country music expansion.
AEG Presents has opened a dedicated office in Berlin and brought in veteran promoter Sina Hall as Senior Promoter, a move that gives the live company a more direct footing in Germany as it looks to grow its country music business and pursue other opportunities in the market.
The new operation, AEG Presents Germany, was announced Friday, Sept. 4. Hall joins from Semmel Concerts and will report to Adam Wilkes, President and CEO of AEG Presents Europe and Asia-Pacific. Her first mandate is clear: build the country audience in Germany, then widen the company’s reach from there.
Berlin becomes the base for AEG’s next German push
The Berlin launch extends AEG Presents’ existing relationship with MCT Agentur, the German concert promotion company founded by Scumeck Sabottka. AEG Presents took what it described as a “partnership stake” in MCT in December 2024. Sabottka and the MCT team remain key partners in Germany and will continue to lead concert promotion in the market.
Wilkes framed the new office as an expansion of that setup, not a replacement for it. The goal, he said, is to complement the work already being done by Sabottka and MCT while giving AEG Presents a stronger local platform in one of Europe’s most important live markets.
Hall said Germany has a “passionate and growing audience for country music” and said she wants to build on that momentum while looking for new opportunities for the company across the market.
Hall brings a long German live history
Hall arrives with 25 years in the business. She started at Trinity Concerts in Berlin, then moved through senior roles at Dirk Becker Entertainment and, most recently, Semmel Concerts. In 2018, while at Semmel, she founded Sound of Nashville, an umbrella brand for touring country artists.
She also led the effort to bring Country to Country, or C2C, to Berlin. The festival launched there in March 2019, with Hall serving as 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’s resume also reaches beyond promotion. She sits on the Country Music Association Board of Directors and its international task force. The CMA gave her its Jo Walker-Meador International Award in 2024, and Pollstar recognized her in Women of Live in 2026.
Country music is the entry point, not the ceiling
AEG Presents is making the Berlin office about more than one genre. The company said Hall’s role carries a broader mandate to pursue strategic opportunities across the German market.
That matters in a country where the live business is already crowded and highly developed. Live Nation has operated locally since 2016 through Live Nation Concerts Germany. CTS Eventim remains the dominant force, with its Eventim Live promoter network and eventim.de ticketing platform. CTS Eventim owns or holds majority stakes in a long list of German promoters, including FKP Scorpio, ARGO Konzerte, Semmel Concerts and Dirk Becker Entertainment.
Hall is coming from inside that ecosystem. Semmel Concerts is majority-owned by CTS Eventim, as is Dirk Becker Entertainment, where she spent earlier years in her career. That background gives AEG Presents a promoter with deep local experience and a direct read on the market it wants to grow in.
The Berlin office is the latest in a run of territory moves by AEG Presents. The company opened 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 Summer Sonic.
AEG Presents, a division of Anschutz Entertainment Group, operates across five continents and is the world’s second-largest live music company behind Live Nation. Its festival portfolio includes Coachella, Stagecoach, British Summer Time at Hyde Park and Rock en Seine.
Germany is now getting a dedicated office, a seasoned promoter and a clearer push into country. For AEG Presents, that is a sign the company wants more than a presence in the market. It wants a bigger share of it.
