AEG Presents has announced the launch of AEG Presents Germany, a dedicated office in Berlin, with Sina Hall joining the company as Senior Promoter.
Hall will spearhead the new office's initial focus on growing the country music market in Germany, alongside a broader mandate to pursue strategic opportunities across the market. She will report to Adam Wilkes, president and CEO, AEG Presents Europe and Asia-Pacific.
The launch builds on the company’s partnership with MCT Agentur, the German concert promotion company founded by Scumeck Sabottka, which has strengthened the company’s presence in Germany and Europe since the partnership was forged in 2024. Sabottka and the MCT team remain AEG Presents' key partner in Germany, continuing to lead on concert promotion and other opportunities in the market.
Hall, who takes 25 years of experience to AEG Presents, began her career at Trinity Concerts in Berlin, later moving on to senior positions at Dirk Becker Entertainment and Semmel Concerts. In 2018, she founded Sound Of Nashville, an umbrella brand for touring country artists with a focus on strengthening the presence of country music in Germany.
In partnership with AEG Presents, Hall led efforts to expand the Country to Country (C2C) Festival in Berlin. The festival launched in March 2019 and quickly established itself as a leading festival brand in the market.
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
"I'm incredibly excited to join AEG Presents. 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,” said Sina Hall.
"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 Adam 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."
"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 is a member of the international CMA Task Force and the CMA Board of Directors. In 2024, she was awarded CMA’s Jo Walker Meador International Award for her work promoting country music internationally.
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