BMG, its live partner company Undercover, and Volker Hirsch, founder of the iconic German Taubertal-Festival, today announced they will form a strategic alliance.

BMG has signed an agreement to acquire a majority stake in KARO Konzert-Agentur Rothenburg GmbH, organizer of Taubertal-Festival, one of the most renowned mid-size boutique rock and pop festivals in Europe.

The alliance forms the next step in BMG’s strategic expansion into the live music and entertainment business. It means that in addition to touring, booking and concerts, BMG’s holistic offering to the live music market now includes festivals.

Working closely together, KARO, Undercover and BMG will leverage their shared experience, knowledge and partner networks and create compelling, tailor-made music marketing and sponsorship solutions for the festival. One of the long-term goals is to further strengthen the brand behind Taubertal-Festival internationally.

Founded in 1996, its picturesque location in Tauber Valley, the festival’s family character combined with a high-profile lineup have created a unique experience, making it one of the favorite festivals across the artists and festival community. Volker Hirsch will retain full creative freedom and continue to head the festival.

Volker Hirsch, CEO KARO Konzert-Agentur Rothenburg GmbH and founder of Taubertal-Festival, said: “After twenty-five very successful years, I am looking forward to a new chapter. 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.”

The deal comes one year after BMG announced its partnership with German live music promoter Undercover which forms the basis of BMG’s live music and entertainment unit in GSA. Over the past 12 months, Undercover added a number of new artists and projects to its roster including Stefanie Heinzmann, No Angels, Callejon, the concert series Sing Meinen Song, and illusionist Farid, adding up to more than 400 shows in full capacity planned for 2021 and 2022.

Michael Schacke, CEO Undercover and head of BMG’s live activities in GSA, said: “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, said: “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.”

Previous lineups of Taubertal-Festival featured domestic and international artists including Placebo, Rise Against, P!nk, Die Toten Hosen, Billy Talent, The National, Skunk Anansie, and Seeed. The festival’s 25th-anniversary edition is scheduled for August 12 - 14, 2022, featuring Biffy Clyro, Kontra K, AnnenMayKantereit, Kraftklub, and more.