LIVE AFFAIR

What LIVE AFFAIR does

Live Affair is a Paris-based live performance booking and management agency operating as a secondary establishment (établissement secondaire) of BELIEVE SAS, the France-headquartered digital music distribution company. Founded in 2019 within the Believe group, Live Affair represents a roster of 21 artists across genres including rap, R&B, electro, pop, jazz, and rock, with marquee names such as Jul, SDM, Favé, La Mano 1.9, VEN1, and Yamê. The company intermediates between represented artists and venues/festivals to secure concert bookings, festival appearances, and showcase events, supplemented by co-production partnerships with independent show producers Allo Florida and Wart. Stated General Director is Stéphane WEHRLÉ; the entity is licensed under French performing-arts classification (APE 9001Z) with booking and producer licenses 2-003489 and 3-003485.

The core offering consists of artist booking and management services, a concert and event ticketing integration routed through third-party platforms (Ticketmaster as primary, plus See Tickets, Shotgun, Digitick), a newsletter-driven fan engagement product, and an extensive festival/venue agenda listing. Live Affair's distribution footprint spans France plus 11 additional European countries (Switzerland, Belgium, Germany, Netherlands, Sweden, Luxembourg, Italy, Spain, Denmark, Portugal, United Kingdom) and has confirmed North American activity in Canada and the United States. Festival partnerships include Dour, Rock en Seine, Eurockéennes, Paléo, and Francofolies, alongside ownership/programming stake in the Golden Coast Festival in Dijon. The technology stack is a digital platform integrated with Believe group's broader music distribution infrastructure; no proprietary AI, APIs, mobile apps, or third-party integrations are disclosed.

The business model is professional services — Live Affair earns booking fees and producer commissions on live performances for its represented artists, with pricing negotiated on a per-artist basis through direct contact with booking representatives. Go-to-market operates along two complementary motions: an event-driven motion through festival partnerships, concert series, and direct venue bookings across Europe; and a direct-to-consumer motion via the company website, newsletter signup capturing audience data, and individual artist social media presence. Underlying distribution leverage derives from the parent company's 45+ country digital music network and label relationships including Morning Glory/Believe, Def Jam, and Naïve & DBS Records. Revenue is not publicly disclosed.

Name

LIVE AFFAIR

Legal name

LIVE AFFAIR – Un établissement secondaire de BELIEVE SAS

Website

https://liveaffair.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Paris-based live music booking agency, operating as a secondary establishment of Believe SAS, representing 21 artists across rap, R&B, electro, pop, jazz, and rock genres for concert, festival, and arena performances across France, Europe, and North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Live Performance Booking Services: Revenue generated through booking fees from live concerts, festival appearances, and showcase events for represented artists. The company acts as an intermediary between artists and venues/festivals.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Live Affair provides professional booking, tour management, and live performance representation services for a roster of 21 artists across multiple genres (rap, R&B, electro, jazz, pop, rock). The company books artists into concerts, festivals, and showcase events across France, Europe, and select international markets, and co-produces shows with independent producers such as Allo Florida and Wart to deliver tailor-made services for each artist.

Product overview

Live Affair is a live performance-focused entity within the Believe group, created in 2019. It offers artist booking and management services for a diverse roster of French-speaking musicians across genres including rap, R&B, electro, jazz, pop, and rock. The core offering consists of artist representation and live performance coordination, supplemented by concert/venue calendar listings, newsletter-based fan engagement, and ticketing integration through external platforms. The company collaborates with independent show producers like Allo Filipe and Wart through co-productions to create customized services for artists.

Differentiator

Problem solved

Functional benefit

Products and services

• Artist Booking & Management Services Professional booking, tour management, and live performance representation for a roster of 21 French-speaking artists spanning rap, R&B, electro, jazz, pop, and rock genres. Service includes festival access, venue bookings, touring logistics, career development, and co-production support adapted to each artist's career stage.
• Live Concert Co-Production Co-production of live shows in partnership with independent show producers Allo Florida and Wart, delivering tailor-made concert productions for represented artists at major French venues.

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• BelievecoreStrategic or Co-development Partner · 1 January 2019Live Affair is a secondary establishment of Believe SAS, created within the Believe group in 2019. Believe is a world leader in digital music distribution operating across 45+ countries. Live Affair combines live performance expertise with Believe's digital and technological expertise to support artist development.
• Allo FloridaminorStrategic or Co-development PartnerIndependent show producer partnering with Live Affair through co-productions to create tailor-made services for artists.
• WartminorStrategic or Co-development PartnerIndependent show producer partnering with Live Affair through co-productions to create tailor-made services for artists.
• Please PleasecoreStrategic or Co-development PartnerFestival programming partner for Golden Coast Festival, a hip-hop focused festival in Dijon, France.
• Combat MédiacoreStrategic or Co-development PartnerFestival programming partner for Golden Coast Festival, a hip-hop focused festival in Dijon, France.
• Play Two LivecoreStrategic or Co-development PartnerFestival programming partner for Golden Coast Festival, a hip-hop focused festival in Dijon, France.
• Label - Morning Glory / BelievecoreChannel Partner/ Reseller/ DistributorDecimo is signed to Morning Glory / Believe label for music distribution.
• Label - Morning Glory / 109 RecordcoreChannel Partner/ Reseller/ DistributorFavé is signed to Morning Glory / 109 Record for music distribution.
• Label - Def JamcoreChannel Partner/ Reseller/ DistributorLazuli is signed to Def Jam for music distribution.
• Label - Naïve & DBS RecordscoreChannel Partner/ Reseller/ DistributorYamê is signed to Naïve & DBS Records for music distribution.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing partner for concert ticket sales across Live Affair artist events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Customer concentration

• LinkedInlinkedin.com/company/live-affair

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LIVE AFFAIR