Live Nation has expanded its presence in Greece through an investment in Athens-based High Priority Promotions (HPP), as new research shows strong demand for more live music events across the country.

According to the research, 45% of concertgoers travel to other cities and towns to attend concerts, while 40% believe there are not enough live music events in their area.

Nearly half of respondents, 46%, said there are not enough local venues.

The survey also found strong demand for additional rock concerts, with 47% of fans saying they would like to see more shows in the genre.

Pop and jazz followed, with 32% and 28% of respondents, respectively, expressing interest in more events.

Nearly one-quarter of those surveyed said Greece is still overlooked by major international touring artists.

Live Nation's investment comes as part of its commitment to expanding access to live music globally.

"Greece has a fanbase that rivals anywhere in Europe, and the data shows just how strong that demand is," said Steven Todd, Managing Director, Central & Eastern Europe for Live Nation.

"High Priority Promotions has been a trusted partner for many years, and this investment will allow us to bring more world-class shows to Greek fans than ever before." Recent stadium concerts have demonstrated the strength of the market.

Metallica drew 90,000 fans to a sold-out performance at Athens' Olympic Stadium, setting a new attendance record for the venue.

Fans traveled from 91 countries to attend the show, highlighting Greece's emergence as a destination for concert tourism.

Athens was also selected as the opening city for Metallica's M72 World Tour.

Iron Maiden launched its recent tour in Athens, where more than 50,000 fans attended what became the band's largest concert ever held in Greece.

This investment and partnership demonstrate Live Nation's confidence in Greece's potential as a hub for international live music events.