Live Nation is in final negotiations to partner with 30e. NeoFeed has learned that a planning meeting took place on Monday afternoon, December 22nd, at 30e's headquarters in the Água Branca Business Center in São Paulo, with the company's team and the participation of eB Capital, which is acting as the financial sponsor of this partnership.
Sources close to the negotiations said that an aggressive business plan was discussed at the meeting, already taking into account the capitalized 30e, a new governance structure, and Live Nation's entry into the cap table .
Discussions between Live Nation and 30e are at an advanced stage and involve a strategic partnership between the groups. This union between the world's largest live entertainment company and Brazil's largest independent concert producer marks Live Nation's definitive entry into the country with its own operation.
Sources close to the companies confirmed to NeoFeed that the operation has been structured for a long time, as published in late October by columnist Lauro Jardim of the newspaper O Globo . And, depending on the final design of the deal and the assets included, it could involve up to R$ 2 billion.
“They are in the final details. The deal will go through at any moment and will be a huge hit in the market, something that hasn't happened in Brazilian entertainment for a long time,” says one of the sources. “Because Live Nation, having its own operations, will bring a different kind of business volume and opportunity to the market,” they add.
The partnership with 30e will allow Live Nation to consolidate an operational platform in the country, with greater control over event organization, direct access to global artists, and integration with its international network of shows, sponsors, and venues.
For the market, the move has the potential to redefine the sector's competitive balance, raising the level of professionalism and expanding the flow of major international tours to Brazil.
Founded seven years ago, 30e quickly gained scale and became a leading player in the Brazilian live entertainment market, spearheading the organization of major international tours in the country.
In recent years, he has been in charge of shows for artists such as Paul McCartney, System of a Down, Mariah Carey, The Killers and Twenty One Pilots, as well as central names in Brazilian music, such as Gilberto Gil , Titãs and Ney Matogrosso.
The partnership with Live Nation comes amid a corporate and financial reorganization at 30e, which has brought eB Capital on board as its financial sponsor.
The management company, founded and headed by Eduardo Sirotsky Melzer , with Marcelo Claure as a partner, has assumed responsibility for the company's financial strategy, including the provision of capital (own or third-party), the structuring of credit and equity operations, and the conduct of strategic transactions.
Over the past 18 months, eB Capital has undergone a significant repositioning in the financial market, expanding its operations beyond traditional private equity. The firm has structured a robust capital solutions area, which now manages approximately R$ 6 billion and has doubled in size in just 12 months.
In this model, the management company combines strategic advisory, financial structuring, credit, equity, and board participation. And, in practice, this structure gave 30e more robustness and helped pave the way for the entry of a major international partner.
In addition to eB Capital, which provided financial predictability to Live Nation in evaluating its investment in Brazil, Artesanal Investimentos, owned by partners Raphael Galhano and Breno Sartoretto, will also participate in the partnership of the new live entertainment company.
From the outset, Artesanal supported and financed 30e's expansion. The industry's interpretation is that the combination of Artesanal's track record, eB Capital's financial strength, and 30e's operational capabilities created the ideal environment to attract Live Nation's interest.
Everything is great!
Behind the growth of 30e is its founder and CEO, Pepeu Correa. At 37, he is a young entrepreneur in the cultural sector who built the company using a business logic that is uncommon in the Brazilian concert market, combining an appetite for risk, financial discipline, and the ability to execute large projects.
Under his leadership, 30e transformed from an independent production company into a structured live entertainment platform capable of competing for major global tours – including direct battles with international giants like Live Nation, which lost the tour of Brazilian singer Jão.
The production company has also entered the global radar of the sector. In a recent ranking by Pollstar magazine, which lists the largest ticket sellers in the world, 30e came in 10th place, with more than 1.3 million tickets sold in a six-month period — being the only Brazilian promoter in the top 10.
Their festival portfolio includes events such as MITA Festival, Ultra Brasil, Knotfest Brasil, GPWeek, and the I Wanna Be Tour, as well as large-scale tours like the Titãs reunion and System of a Down's recent series of South American shows, which brought together around 500,000 fans across nine dates.
On a global scale, Live Nation is not just a potential partner—it is the undisputed leader in the live entertainment industry. The company ended 2024 with revenues close to US$23 billion, organized more than 50,000 events, and brought approximately 150 million fans to concerts around the world.
In addition to promoting events, the group controls Ticketmaster, the world's largest ticketing platform, and operates a wide network of event venues in dozens of countries, giving it significant influence over the global live entertainment industry.
In Brazil, Live Nation has been operating since 2017 and expanded its presence by acquiring a stake in Rock in Rio, a festival in which it came to own 60% in 2019. More recently, it announced plans to build an indoor arena with a capacity of 20,000 people in São Paulo.
