Live Nation is trying to get a foothold in the Portuguese market by hooking up with Lisbon-based promoter Ritmos & Blues and Roberto Medina’s Better World.
These strategic alliances will see Ritmos, which has worked with U2, Madonna and The Rolling Stones, work with LN’s Spanish operation to make combined offers for acts to play both countries.
Medina’s company, which produces Rock in Rio in Brazil, Portugal and Spain, will provide the sponsorship expertise.
LN and Better World have had a working relationship since former Live Nation Spain chief Gay Mercader helped produce Rock In Rio’s Spanish debut in Madrid in 2008.
Pino Sagliocco, who put the deals together with Medina and Ritmos heads Nuno Braamcamp and Alvaro Ramos, says the three companies can operate together to get more out of Portugal’s live music market.
Although Ritmos is best known as a promoter of top international acts, Sagliocco says that Better World’s involvement also opens up possibilities for developing festivals.
Ritmos itself has festival experience, having produced the 15,000-capacity Ilha Do Ermal on an island in a lake created by a dam on the River Ermal, near Braga.
Portugal is one of the European countries where LN doesn’t have a subsidiary, although Live Nation Europe president Simon Lewis says it’s “a natural touring extension to Spain.”