LiveNationLive Nation has entered into a strategic alliance with South Africa’s BIG Concerts. BIG concerts will now serve as the exclusive promotion partner for Live Nation in South Africa.

BIG Concerts sells more than 400,000 tickets per year, according to a news release from Live Nation. The 20-year-old company, which was founded by industry veteran Attie van Wyk, promotes concerts in Johannesburg, Durban and Cape Town.

“This alliance provides us with a world class partner to expand our global concert platform into South Africa as the region emerges as an increasingly important touring destination for artists,” Live Nation president/CEO Michael Rapino said in a statement. “This partnership is an example of the progress we are making in identifying growth markets to strategically monetize our tours on a global scale.”