Inside the business of big shows: Greg Walsh and the economics of live events

Stephen Grootes speaks to Greg Walsh, CEO of G&G Productions, about the business behind major concerts and live events. With a track record of bringing international acts to South Africa, Walsh has built a reputation for navigating the complex economics of touring from securing talent and venues to managing risk in a market where margins are tight and costs are high.

Listen to the interview in the audio player below.

In the world of live entertainment, what audiences see on stage is only a fraction of the story.

Behind every major concert or international tour is a complex financial and logistical machine, one that Greg Walsh, CEO of G&G The Goosebumps Company, has spent years mastering.

Walsh has built a reputation as one of the key players in bringing global acts to South Africa.

At its core, the business of live events is about managing risk. Securing international talent requires significant upfront investment, often months before a single ticket is sold.

Promoters must negotiate artist fees, secure venues, and cover production costs, all while betting on strong ticket demand in a price-sensitive market.

The South African market presents unique challenges. A weaker rand can push up the cost of booking international artists, who are typically paid in foreign currency. At the same time, local audiences face economic pressures of their own, limiting how high ticket prices can go.

Speaking to Stephen Grootes on The Money Show, Walsh says it’s a high-risk environment where margins are often tight and easily impacted by external factors such as currency volatility, inflation, and shifting consumer spending patterns.

"The big stuff that goes wrong the most often I feel for event organisers, is probably the weather. Although there are certainly worse risks, I think it's the highest, most consistent scary risk of all of them."

- Greg Walsh - CEO, G&G The Goosebumps Company

"Music acts have become even more expensive, particularly since we came back from Covid...prices have gone up significantly. A DJ who was $30,000 can be $300,000 now."

- Greg Walsh - CEO, G&G The Goosebumps Company

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