All Things Live expands in The Netherlands with Loveland Events

International live entertainment group All Things Live has expanded its presence in The Netherlands by partnering up with Amsterdam-based Loveland Events.

Loveland, which was established in 1995, and has grown to become a leading organiser of festivals with more than 150,000 visitors attending annually. It is behind renowned festivals such as Loveland Festival, 909 Festival, Music On Festival, Loveland Orange Festival next to several ADE events.

The addition of Loveland expands All Thing Live’s existing festival portfolio throughout Europe as well as All Things Live’s footprint in the Netherlands that already includes Concert at Sea, HIER Festival, In Het Volkspark and Agents After All.

Marnix Bal, founder and chief executive of Loveland, said: “We believe that Loveland Events and All Things Live is a perfect fit that comes at the right time. After producing events for over 25 years, the partnership offers the unique opportunity to do better events for the city of Amsterdam and its residents. By combining powers, we get the chance to learn from a variety of festival entrepreneurs that make up the extensive portfolio of All Things Live and incorporate best practices in our own events.

All Things Live was established in December 2018 following The Netherlands-based Waterland Private Equity’s acquisition of leading Nordic live entertainment companies in Denmark, Norway and Sweden. The partnership has since expanded into Finland, Belgium, the Netherlands, Italy and the Middle East.

Kim Worsøe, a member of All Things Live’s executive board, said: “Marnix and his team have built fantastic festivals over the years, and we are excited to welcome Loveland to the All Things Live family and our growing festival business fuelled by passion for great live events and love for music.”