Undercover GmbH – Live Entertainment And Artist Partnership

What Undercover GmbH – Live Entertainment And Artist Partnership does

Undercover GmbH is a German live entertainment and concert promotion company founded in 1991 by Michael Schacke and Dirk Wink-Hartmann in Schwülper (near Braunschweig), Lower Saxony. The company operates three integrated lines of business: (1) tour organization for national and international artists across Germany, Austria, and Switzerland (clients include Die Toten Hosen, Silbermond, Bosse, NENA, Cro, No Angels, and Malou Lovis); (2) local promotion (örtlicher Veranstalter) for ~200 concerts, cultural, and comedy events per year across venues in Braunschweig, Wolfsburg, Magdeburg, Göttingen, and Berlin; and (3) event services (Eventdienstleistungen) for third-party organizers, covering concept development, technical production, marketing, permits, and security. Revenue is generated through ticket sales via its proprietary ticketing platform (tickets.undercover.de), tour organization fees, event production service fees, and sponsorship/partnership revenue from regional brands such as Öffentliche Versicherung Braunschweig and Braunschweigische Landessparkasse.

The company's core technology is its in-house ticketing platform with Print@Home, postal delivery, and white-label distribution for other organizers, supplemented by in-house capabilities for stage, sound, lighting, and video production. Undercover has built a portfolio of proprietary event brands — Wintertheater, BRAWO Bühne, Lokpark Open Airs, Underconstruction, Unser Aller Festival, All In Beat Festival, herzensdinge, and Undercover Klubkultur — that generate recurring audiences and brand equity. The company was majority-owned by BMG from October 2020 to December 2023 (during which time it operated within the Bertelsmann Content Alliance) and regained independence at the end of 2023. Undercover employs ~30 people and is ranked #48 in Pollstar's 2022 Top 100 Promoters globally.

Name

Undercover GmbH – Live Entertainment And Artist Partnership

Legal name

Undercover GmbH

Website

https://undercover.de

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Undercover GmbH is a German live entertainment company founded in 1991 in Braunschweig that organizes touring, local concerts, and event services for national and international artists, operating a proprietary ticketing platform and a portfolio of branded event formats across the DACH region.

Ownership category

akta.pro rank

Product category

Live Entertainment and Concert Promotion

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311)

akta.pro primary industry

Concert & Tour Promoters (MPAIAFAA)

akta.pro secondary industries

VIP, Hospitality & Premium Experiences (MPAGAAAK), Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK), Live Music Booking (Bands, Soloists, DJs) (HSACAHAA), Event Security, Safety & Crowd Management (MPAGAAAI)

Keywords

• Live entertainment services
• Concert promotion
• Artist tour management
• Event production
• Ticketing platform

Headquarters

HQ city

Schwülper

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket Sales and Ticketing Services: Primary revenue through direct ticket sales via the company's proprietary ticketing platform (tickets.undercover.de). The company also offers ticketing-as-a-service to other event organizers, handling everything from setup to customer service and payment processing.
2. Concert, Tour, and Event Organization / Veranstalter Services: Revenue from organizing and producing concerts, tours, festivals, and local events as örtlicher Veranstalter (local promoter) and tournee organizer (tour manager/booking agent). Includes stadium concerts, club shows, open-air events, comedy, and spoken word.
3. Event Production Services (Eventdienstleistungen): Fee-based services provided to other event organizers including concept development, program planning, technical execution, stage/sound/lighting/video production, security concepts, permits, and marketing support. Offered as full-package or individual components.
4. Sponsorship and Partnership Revenue: Revenue from sponsors and institutional partners (e.g., Öffentliche Versicherung Braunschweig, BLSK, BMG) who fund specific event formats (Klubkultur, festivals) and receive brand visibility in exchange.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Undercover GmbH operates as a full-service live entertainment company, promoting concerts, tours, and festivals as a local promoter (örtlicher Veranstalter) in north German cities and as a national/international tour organizer (Tourneeveranstalter) across Germany, Austria, and Switzerland. The company delivers end-to-end event services including artist booking, technical production, marketing, and ticketing, complemented by proprietary branded event formats such as Wintertheater, BRAWO Bühne, and Lokpark Open Airs. It also operates its own ticketing platform (tickets.undercover.de) used for direct ticket sales and offered as white-label to third-party organizers.

Product overview

Undercover GmbH operates as a live entertainment and artist partnership company offering a unified portfolio of event management services and branded production formats. The core offerings consist of tour and concert management, local event hosting, and comprehensive event services for external clients, supported by the company's proprietary Undercover Ticketshop for direct ticket sales. The product portfolio includes branded production sub-brands such as Wintertheater (historic tent Christmas series), BRAWO Bühne (open-air concert series), Underconstruction (pop-up urban events), Lokpark Open Airs, Unser Aller Festival, All In Beat Festival, herzensdinge design market, and Untercover Klubkultur (emerging artist club series).

Differentiator

Problem solved

Functional benefit

Brands

• Undercover Klubkultur: A platform and event series dedicated to strengthening local club culture in Braunschweig, featuring emerging artists and curated club shows, partnered with Öffentliche Versicherung Braunschweig and Braunschweigische Landessparkasse.
• Wintertheater
• BRAWO Bühne
• Underconstruction
• Lokpark Open Airs
• Unser Aller Festival
• All iN Beat Festival
• herzensdinge

Products and services

• Undercover Ticketshop Company-owned ticket sales platform enabling direct ticket purchases for all Undercover events with Print@Home functionality and postal delivery options; also offered as a white-label solution to third-party event organizers.
• Tournee- und Veranstaltungsservice (Tour Management) Concert and tour management services across Germany, Austria, and Switzerland for artists and their management, including stadium shows, arena concerts, and club tours, with a focus on sustainable artist career development.
• Örtliche Veranstaltungen (Local Event Promotion) Local event promotion and management services at major north German venues, organizing approximately 150 concerts, cultural, and comedy events annually across Braunschweig, Wolfsburg, Magdeburg, and Göttingen.
• Eventdienstleistungen (Event Production Services) Comprehensive event services for third-party clients including concept development, press work, marketing, ticketing, permits, security concepts, technical planning (stage, sound, lighting, video), program planning, and artist booking, available as full-package or modular components.
• Wintertheater Annual pre-Christmas entertainment series held in a historic mirrored tent near Martinikirche since 2011, featuring the long-running 'Braunschweiger Weihnachtsgeschichte' production and selected guest performances.
• BRAWO Bühne Annual open-air concert series at Raffteichbad since 2004, featuring national and international headliners including James Blunt, Zaz, Status Quo, Sarah Connor, and Silbermond.
• Underconstruction Urban pop-up cultural series transforming the closed Braunschweig Stadthalle during its renovation phase into a music, art, and performance venue.
• Lokpark Open Airs Outdoor concert series held at the historic Lokpark Braunschweig, a former steam locomotive repair workshop, featuring an industrial atmosphere and major live acts.
• Unser Aller Festival Multi-week festival since 2018 organized in cooperation with Kollektiv 4 e.V., featuring diverse events across the Gifhorn district including readings, comedy, rock, pop, classical, and jazz.
• All In Beat Festival Inclusive festival concept at Neuerkerode village where approximately 700 residents with disabilities participate in planning and execution across all aspects of the event.
• herzensdinge – Der Handmade Designmarkt Curated handmade design market featuring regional and national creatives presenting jewelry, home accessories, ceramics, prints, and gourmet foods between historic train carriages at Lokpark Braunschweig.
• Undercover Klubkultur Club culture series supporting emerging artists through curated club shows at a network of partner venues, sponsored by Öffentliche Versicherung Braunschweig and Braunschweigische Landessparkasse.

Quantifiable outcome

• Over 200 concerts and shows organized annually in north Germany
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Öffentliche Versicherung BraunschweigcoreGTM or Marketing Partner · 1 April 2026Joined Undercover Klubkultur as a new strong partner alongside BLSK in April 2026. Operates the 381 Event Space venue in Braunschweig's city center, which became a new performance location for the Klubkultur series. Partnership aims to sustainably strengthen local club culture.
• 381 Event Space (Braunschweig)coreChannel Partner/ Reseller/ Distributor · 1 April 2026New venue partner for Undercover Klubkultur series, operated by Öffentliche Versicherung Braunschweig. Located in Braunschweig's 'Kultviertel' (cultural district), the venue offers intimate concert and club formats, expanding the club culture network alongside westand, KufA-Haus, and Eule/XO.
• Braunschweigische Landessparkasse (BLSK)coreGTM or Marketing Partner · 1 July 2022BLSK has been sponsoring Undercover's club culture program 'Undercover Klubkultur' since July 2022, supporting smaller club shows (e.g., at Eule/XO) with artist funding. The partnership was intensified in 2023 and continues as of 2026 alongside Öffentliche Versicherung Braunschweig.
• BMGcoreStrategic or Co-development Partner · 1 October 2020BMG acquired a majority stake in Undercover in October 2020, marking BMG's first entry into live music business. Undercover formed the basis for BMG's live music and event segment under the Bertelsmann Content Alliance. Undercover founder Michael Schacke and the team remained with the company. The partnership ended when BMG sold back its stake in late 2023, with Undercover becoming independent again.
• NDR 2coreStrategic or Co-development PartnerLong-standing partnership with NDR 2 for the NDR 2 SOUNDCHECK FESTIVAL in Göttingen. Undercover has realized the festival since its inception, managing all organizational and technical aspects across multiple venues including the Göttingen Stadthalle, Junges Theater, Deutsches Theater, and a live broadcast Open-Air stage. NDR 2 books international pop newcomers; Undercover handles execution.
• Kollektiv 4 e.V.coreStrategic or Co-development PartnerCo-organizer of the UNSER ALLER FESTIVAL since 2018. The festival comprises multiple events across the entire district of Gifhorn, with a diverse program spanning readings, comedy, rock, pop, classical music, and jazz. Undercover co-presents and produces alongside the Kollektiv 4 e.V. collective.
• monofon GmbHmajorStrategic or Co-development PartnerLong-term production partner for multiple proprietary formats including Wintertheater (since 2011, historic mirrored tent at Martinikirche), Western-Musical 'Spiel mir das Lied vom Löwen', and other events. Responsible for creative and technical co-production.
• Evangelische Stiftung NeuerkerodemajorStrategic or Co-development PartnerPartner for the ALL iN BEAT FESTIVAL held at the inclusive village of Neuerkerode (approx. 700 residents with disabilities). The approximately 700 residents are involved in planning and execution — before, during, and behind the stage — making this a uniquely inclusive festival format.
• MusikexpressminorGTM or Marketing PartnerMusikexpress served as presenting partner for the Trainside Festival 2023 at Lokpark Braunschweig.
• Radio38minorGTM or Marketing PartnerRegional radio partner for Trainside Festival 2023.
• riptide (Lokaler Plattenladen)minorGTM or Marketing PartnerLocal record store partner for Trainside Festival 2023, collaborating on the festival experience.
• Bertelsmann Content AlliancecoreStrategic or Co-development PartnerUndercover formed the event competency center within the Bertelsmann Content Alliance during the BMG partnership period (2020-2023), working with other Bertelsmann divisions including Mediengruppe RTL Deutschland, RTL Radio, UFA, Penguin Random House Verlagsgruppe, and Gruner + Jahr.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Semmel Concerts: Major German concert promoter that combines local/regional event organization with national tour management and operates multiple branded festival formats (e.g., bayern rockt). Closely mirrors Undercover's full-stack promoter + format-owner model.
• BB Promotion: Berlin-based concert promotion agency running national tours and venue programming. Comparable as a German tournee organizer working with similar mid-tier and headliner artists across DACH.
• FKP Scorpio: One of Germany's largest independent concert promoters, operating national and international tours across multiple genres. Directly comparable to Undercover's Tournee- und Veranstalter business and comparable Pollstar-ranked promoter profile.
• Four Artists: German tour promoter operating in rock, pop, and entertainment across Germany and neighboring countries. Comparable in tournee services, headcount band, and Pollstar eligibility to Undercover.
• Karsten Jahnke Konzertdirektion: Hamburg-based German concert promoter managing national tours and operating venues/festivals. Comparable in scale and DACH focus, with a similar mix of owned event formats and touring work.

Broad incumbents

• AEG Presents (Europe): Global venue operator and promoter with European operations. Comparable at the level of stadium-scale event delivery that Undercover has demonstrated (35,000- and 25,000-capacity sell-outs) but with much broader geographic and venue footprint.
• Live Nation GSA: German arm of the world's largest live entertainment company. Comparable in offering, but with vastly larger scale, venue portfolio, and artist relationships; functions as a benchmark for where Undercover's Pollstar Top 50 position could be expanded.
• Eventim (CTS Eventim): Europe's leading ticketing and live entertainment platform. Comparable as both an indirect channel partner (Undercover's ticketing competes/overlaps with Eventim) and a broader-event promoter; functions as the dominant infrastructure player in German live events.

Regional players

• Mawi Concerts: German regional concert promoter focused on southern Germany. Not a direct competitor geographically but a useful peer for the regional-promoter business model Undercover runs in northern Germany.
• MCT Agentur: German tour and concert agency comparable to Undercover's tournee services in scale and artist-profile mix, focusing on the German-speaking market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/undercoverGmbH
• Instagraminstagram.com/undercovergmbh
• LinkedInlinkedin.com/company/undercovergmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Undercover GmbH – Live Entertainment And Artist Partnership