This is Live Group
This is Live Group is a Dutch full-service event agency headquartered in Schijndel that organizes, produces, and facilitates music festivals, stadium concerts, and themed events across a portfolio of 40+ owned brands, serving 600,000–750,000+ visitors annually in the Netherlands and Belgium via ticketed events, in-house F&B, and corporate event services.
- Company typePrivate
- Founded2023
- HeadquartersSchijndel, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What This is Live Group does
This is Live Group, operating as This is Live B.V., is a privately held Dutch full-service event agency headquartered in Schijndel, Netherlands. The company organizes, produces, and facilitates music festivals, concert series, themed seasonal events, club nights, spectacle events, and hospitality venues under a portfolio of 40+ owned brands, including Paaspop (a recurring sell-out multi-genre festival with 105,000 visitors and 18 stages), Live at Philips Stadium (a 38,000-capacity stadium concert series in Eindhoven), Extrema Outdoor Belgium (~90,000 visitors), WiSH (60,000 visitors), Solar Weekend, De Brabantse Winter, SMÈRRIG seasonal festivals, Elektrum, Spoorpark Live, and 100% Hardcore Indoor, among others. Annually, the group attracts 600,000–750,000+ visitors across 70–80 events spanning the Netherlands and Belgium (Benelux region).
The company's business model is anchored in direct-to-consumer ticket sales for self-organized festivals and concerts, distributed through primary ticketing partners (Weeztix, Ticketmaster) and an exclusive secondary-market agreement with TicketSwap that regulates resale within +/-20% of face value. Revenue is diversified across four streams: festival and concert ticket sales (transaction-fee model), in-house Food & Beverage operations via the Fabulous Festival Food catering division (professional services), event production and facilitation services for third-party organizations including municipalities (professional services), and horeca operations including Café LouLou. The group also runs B2B corporate event services. Internal capabilities are vertically integrated, with in-house teams for production, marketing, project management, brand partnerships, and F&B. Distribution is event-driven: customers are acquired through direct ticket sales at owned events, with marketing concentrated on Instagram, Facebook, LinkedIn, TikTok, YouTube, a corporate website, and an email newsletter.
The group is governed by a five-member directie (Peter Sanders, Joop Soree, Jasper van de Wouw, Loyce Peijnenburg, Tom Box) supported by functional heads across Project Management, Finance, Marketing, Production, Brand Partnerships, and F&B, with an employee base of 11–50. The corporate umbrella This is Live Group was formally launched in 2023, consolidating legacy event brands (some dating back to 2011, such as Extrema Outdoor Belgium) under a single holding structure. Strategic partnerships include the TicketSwap resale partnership, a joint production with Artist for President (Intercell Eindhoven), and a tribute concert series partnership with TIRR Music Agency (Benelux's largest tribute booking agency).
This is Live Group firmographics
Firmographics- Name
- This is Live Group
- Legal name
- This is Live B.V.
- Website
- https://thisislive.group
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- This is Live Group is a Dutch full-service event agency headquartered in Schijndel that organizes, produces, and facilitates music festivals, stadium concerts, and themed events across a portfolio of 40+ owned brands, serving 600,000–750,000+ visitors annually in the Netherlands and Belgium via ticketed events, in-house F&B, and corporate event services.
- Ownership category
- akta.pro rank
This is Live Group industry classification
Industry- Product category
- Live Event Management
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111), Other Performing Arts Companies (711190), Caterers (722320)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)
- akta.pro secondary industries
- Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP, Hospitality & Premium Experiences (MPAGAAAK), Corporate Catering, Staffing & Guest Services (F&B, Security, Ushers) (MPAGAHAM), Live Music Venues & Concert Bars (THAFAEAD)
Keywords
Where This is Live Group is headquartered
LocationHeadquarters
- HQ city
- Schijndel
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
This is Live Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Festival and Concert Ticket Sales: The company generates primary revenue through ticket sales for self-organized festivals and concerts including Paaspop, Extrema, Solar Weekend, WiSH, De Brabantse Winter, Spoorpark LIVE, and over 40 other branded events.
- Food & Beverage Services: In-house F&B operations through their catering company Fabulous Festival Food, providing food and beverage services at their own events and for third-party clients.
- Event Production & Facilitation Services: Provides production, marketing, decoration, and facility management services to other organizations seeking to organize events. Includes full event organization and exploitation services.
- Horeca Operations: Operates hospitality venues and restaurant concepts including Café LouLou and other food & beverage establishments.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
This is Live Group product offering
Product offeringCore offering
This is Live Group owns and operates a portfolio of 40+ live event brands, including major music festivals (Paaspop, Extrema Outdoor Belgium, Solar Weekend, WiSH, De Brabantse Winter), stadium concert series (Live at Philips Stadium), and hospitality concepts (Café LouLou). Beyond its own brands, the group provides full-service event production, marketing, food & beverage (Fabulous Festival Food), and end-to-end event facilitation for corporate clients and third-party organizers.
Product overview
This is Live Group operates as a diversified portfolio of event brands spanning the full-service event agency model. Its core portfolio consists of 36+ named owned brands — ranging from flagship multi-day multi-stage music festivals (Paaspop, Extrema Outdoor Belgium, Solar Weekend, WiSH, Elektrum, Paperclip, 24-uurs Solexrace, Bontgenoten) to stadium concert series (Live at Philips Stadium, Bij Ons In Brabant, Qmusic Foute Party – The Big One, Spoorpark Live Festival series), themed seasonal events (De Brabantse Winter, SMÈRRIG Halloween/Koningsdag/Zomerfestival), club and indoor events (Extrema Noir, Intercell, 100% Hardcore Indoor, In Ons Café), spectacle events (Outsiders CIRCUS REBL, ZONGENOTEN, FLEMMING), hospitality venues (Café LouLou), and tribute/concert touring series (De Avond Van, Hollandse Toppers, Het Zomertheater, Tribute Legends, Qmusic The Party Fout, Revolution Calling, Helldorado, SCUMBASH). The company also operates supporting divisions including in-house production, marketing, F&B (Fabulous Festival Food), hospitality concepts, business events facilitation, and a creative incubator, and facilitates other organizations through full event organization and exploitation.
Differentiator
Problem solved
Functional benefit
Brands
- Fout Events: The party label of This is Live, under which Qmusic the Party FOUT! shows fall.
- Fabulous Festival Food
Products and services
- Paaspop
Companies that use This is Live Group
Customer profileSegments3 records
Ideal customer profiles2 records
This is Live Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
This is Live Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TicketSwapcoreOfficial exclusive partnership for ticket resale. TicketSwap serves as the authorized secondary ticketing platform allowing fans to resell tickets within regulated price bounds (20% above/below face value). The partnership is explicitly mentioned in terms and conditions as the only tolerated resale channel.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
This is Live Group competitors and assessment
Company assessmentDirect peers
- ID&T: Dutch electronic music festival and event organizer behind Qlimax, Defqon.1, Mysteryland, and Thunderdome — directly comparable as a Netherlands-based live events company with a multi-festival portfolio and venue-style brand identity.
- MOJO Concerts: Leading Dutch concert promoter organizing major tours and festivals across the Netherlands and Belgium — competes head-to-head with This is Live Group for stadium/festival bookings and artist relationships in the Benelux market.
- Friendly Fire: Dutch concert and festival promoter running events such as Plein Open en Dichtbij and major club/festival productions — comparable as a Benelux-based promoter competing for talent and venue access.
- Mojo Concerts / Lowlands (Mojo-promoted): Lowlands is the benchmark three-day Dutch multi-stage festival — directly comparable to Paaspop and Solar Weekend in scale and audience, and operated by MOJO (a direct competitor for sponsor and talent budgets).
Broad incumbents
- Live Nation Entertainment: World's largest live entertainment company (Ticketmaster, Festival Republic) — operates globally across concerts, festivals, and ticketing; the strategic benchmark and global incumbent against which This is Live Group scales.
- Eventim: European ticketing and live entertainment platform (CTS Eventim) — comparable as both a ticketing infrastructure provider and live event promoter; relevant for the partnership ecosystem This is Live Group operates in (Weeztix, Ticketmaster).
- AEG Presents: Global live entertainment division of AEG (Anschutz Entertainment Group) operating major venues (The O2, Coachella) and concert promotion — broad incumbent with overlapping capabilities in festival/concert production and venue management.
- SFX Entertainment / Beatport (electronic events): Electronic music live events operator adjacent to Extrema Outdoor Belgium and WiSH — comparable in targeting electronic-music festival audiences at scale.
- Superstruct Entertainment: European festival platform owned by Providence Equity (Sziget, Roskilde, FLOW Festival, etc.) — comparable as a multi-festival operator in Europe with shared vendor networks and artist-booking ecosystems.
Regional players
- Hart van Holland (Niels Kohnen events): Dutch regional event producer — smaller scale but operating in the same Dutch mid-size festival market where This is Live Group competes for audiences and sponsors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
This is Live Group social profiles
Digital presenceThis is Live Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
This is Live Group leadership team
Management profileNumber of profiles
Profiles5 records
This is Live Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
This is Live Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
This is Live Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about This is Live Group
What does This is Live Group do?
This is Live Group owns and operates a portfolio of 40+ live event brands, including major music festivals (Paaspop, Extrema Outdoor Belgium, Solar Weekend, WiSH, De Brabantse Winter), stadium concert series (Live at Philips Stadium), and hospitality concepts (Café LouLou). Beyond its own brands, the group provides full-service event production, marketing, food & beverage (Fabulous Festival Food), and end-to-end event facilitation for corporate clients and third-party organizers.
Is This is Live Group a public or private company?
This is Live Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was This is Live Group founded?
This is Live Group was founded in 2023. It employs 11 to 50 people.
Where is This is Live Group based?
This is Live Group is headquartered in Schijndel, Netherlands, in the Europe region.
How does This is Live Group make money?
Four revenue lines are on record. Festival and Concert Ticket Sales are the primary driver. The others are food & Beverage Services, event Production & Facilitation Services and horeca Operations.
Who are This is Live Group's main competitors?
Direct peers on record are ID&T, MOJO Concerts, Friendly Fire and Mojo Concerts / Lowlands (Mojo-promoted). Broad incumbents are Live Nation Entertainment, Eventim, AEG Presents, SFX Entertainment / Beatport (electronic events) and Superstruct Entertainment. Hart van Holland (Niels Kohnen events) is listed as a regional player.
Does This is Live Group have an API?
No public API is recorded for This is Live Group.
What industry is This is Live Group in?
This is Live Group's product category is Live Event Management. Its primary akta.pro industry code is MPAIAFAI, Live Event Marketing, Sponsorship & Brand Partnerships, with a secondary code of MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions). Its NAICS code is 71131 and its SIC code is 7900.