Klaus-Peter Schulenberg: Strong Brands and Fan Experience Drive the Future of Live Entertainment
22 July 2026Despite rising costs, extreme weather and changing market dynamics, the live entertainment industry continues to demonstrate resilience. In an interview with Frankfurter Allgemeine Zeitung, EVENTIM CEO Klaus-Peter Schulenberg shares his perspective on festival success, international growth, artificial intelligence and the future of secondary ticketing.
EVENTIM has welcomed more than one million festival visitors during the first phase of the 2026 season, with Rock am Ring, Rock im Park and Hurricane selling out and record revenues from merchandising and food & beverage. According to CEO Klaus-Peter Schulenberg, these results show that strong brands and continuous investment continue to deliver value, even in a challenging market.
Enhancing the fan experience remains a strategic priority. Investments in production, larger video screens, improved infrastructure and digital content help strengthen festivals beyond their headline acts. At the same time, organisers are adapting to increasingly frequent extreme weather by expanding medical services, providing free drinking water, cooling systems and additional shaded areas.
Schulenberg believes the market is consolidating around the strongest brands with a clear identity. While global superstars continue to attract audiences, rising production, security, staffing and energy costs affect the entire industry. As a result, promoters are increasingly creating additional services and premium experiences that add value for fans.
Europe remains EVENTIM's strategic home market, with continued investments in France, Italy and Spain alongside ongoing expansion in the United States and South America. The company continues to focus on operating venues and delivering content rather than owning infrastructure.
Artificial intelligence is becoming an increasingly important business tool. By combining historical ticketing data, social media insights and AI, EVENTIM supports promoters with more accurate demand forecasting, pricing and marketing decisions while reducing commercial risk.
On secondary ticketing, Schulenberg supports stronger regulation but argues that price caps alone will not solve the problem if transactions simply move to unregulated channels. He points to closed digital ecosystems such as Eventim.Pass as an effective way to protect fans, artists and promoters through secure resale, authenticity guarantees and greater control over ticket distribution.