Peter Schwenkow returns to live entertainment
German live entertainment entrepreneur Peter Schwenkow is returning to the sector with plans to build a new European live and family entertainment group backed by Swiss private equity firm Ufenau Capital Partners.
Schwenkow, the founder and former long-serving CEO of DEAG Deutsche Entertainment AG, is expected to lead the new venture, which will target investments in mid-sized promoters, producers and entertainment operators across Europe.
Ufenau intends to act as majority shareholder and said it could provide up to €100 million in equity over the coming years for acquisitions and further investment. The firm is already reviewing initial opportunities.
The strategy is to bring established, often founder-led entertainment businesses together under a common group structure while allowing individual companies to retain their brands, management teams and operational independence.
Return to the sector
Schwenkow has been active in live entertainment since the late 1970s and founded DEAG, which he developed over more than four decades into a European entertainment group active across live music, classical entertainment, family shows and venues.
During his career, he has promoted artists including David Bowie, the Rolling Stones, Anna Netrebko and David Garrett and has been involved in more than 60 acquisitions.
Following his time at DEAG, Schwenkow has remained active through Grandezza Entertainment GmbH, where he is a shareholder and managing director. Grandezza specialises in live shows, circus and Christmas entertainment.
“Europe’s entertainment market is home to a large number of highly successful, often founder-owned businesses,” said Schwenkow. “Together with Ufenau, we want to offer these entrepreneurs and their management teams a long-term growth perspective as part of a strong European group. Ufenau brings capital and extensive buy-and-build expertise; I will contribute my industry knowledge and network.”
He added: “Ralf Flore and I have known and respected each other since our time together at DEAG. I look forward to opening a new chapter in European entertainment with him and his team.”
Grandezza expected to join
Grandezza Entertainment is also expected to become part of the new group at a later stage, with Schwenkow planning to contribute his shareholding.
The company will continue to be led by Schwenkow and producer Thomas Schütte, a former managing director of Circus Roncalli.
European buy-and-build strategy
Ufenau founder and managing partner Ralf Flore said the European entertainment sector was attractive because of its fragmented structure and the number of successful entrepreneur-led companies operating with strong regional brands.
The new group plans to pursue opportunities in areas including marketing, ticketing, international expansion and proprietary entertainment formats.
Ufenau and Schwenkow said their longer-term objective is to establish a leading mid-market group in the European live and family entertainment sector through acquisitions and organic growth.