Pete Wilson - 3 'A' Entertainment

Pete worked for eighteen years for Harvey Goldsmith, initially as a touring manager, representing the company’s interests at venues internationally as well as all over the UK.

From the Crystal Palace Garden Parties to tours by the Who and liaising with venues, artists, technicians, record companies (and, in the case of the Who, hotel managers…) he fostered an understanding of the different needs of the various parties involved in producing a live event, the possible pitfalls, and the importance of being able to think on one’s feet. This hands-on experience, including the key role as one of three stage managers of the legendary Live Aid concert, proved an invaluable tool in Pete’s next role at Harvey Goldsmith’s, that of promoter.

Promoting tours by acts including Wham!, The Grateful Dead, Paul Weller and The Cure, and large outdoor concerts by the likes of David Bowie, Bruce Springsteen, and The Rolling Stones, his acute business sense combined with a clear appreciation of the realities of live touring would in themselves have made Pete a major figure in his field, but what made him unique amongst his peers were his unparalleled marketing abilities.

One area in which he enjoyed spectacular success was in the field of pop; having recognised early on that pop has a consistently huge audience which constantly renews itself, he became renowned throughout the industry for his use of innovative marketing strategies, which he used to develop to their full potential – tours by artists such as Boyzone, New Kids on the Block, Duran Duran, Jason Donovan and Ronan Keating.

Pete was responsible for millions of teenagers going to their first concerts and changing the face and make-up of the UK concert market. Pete still holds record numbers for arena shows with artists like Bros, New Kids On The Block and the record million ticket sellers, Steps. This led to his companies being awarded no less than 25 Promoter Of The Year awards.

Outside pop, he has been keen to develop non-musical talent, and played a key role in the evolution of Paul McKenna’s career, from local radio DJ to international entertainer, also helping to develop the WWF wrestling brand in the UK into a household name, culminating in a record-breaking Summer Slam! at Wembley Stadium, attended by 82,000 fans.

Pete brings to 3 ‘A’ not just his experience, perception and ability, but a genuine interest in nurturing the careers of the artists he works with; this has led to close ties with artists including Kylie Minogue and Ronan Keating, who have both been able to move seamlessly on from pop stardom to a higher level, at the same time augmenting rather than losing their original audiences.

The formation of 3 ‘A’ Entertainment has seen the birth of a truly unique entertainment company with unparalleled industry experience of over 60 years between the three principals. The company has brought a new insight and creativity to a stagnant entertainment industry. As with all new companies the desire has been to establish the company’s credibility, in this case in the promoting, servicing and producing fields. Far from a gradual beginning, during this first year some of the very best acts in various genres have chosen to align themselves with 3 ‘A’. To-date the list includes Eric Clapton, Westlife, Paul Weller, Blondie, Yes, Jeff Beck, Daniel Bedingfield, The Doors and Bjorn Again.

Diversification is the key to the success of 3 ‘A’, whose principals have over the years been behind such major events as Live Aid, Prince’s Trust concerts, and stadium tours by Madonna, Rolling Stones and The Eagles as well as a variety of non-musical events including Paul McKenna’s Hypnotic Show, the Shaolin Monks of China, WWF wrestling, Lord of the Dance, the Penn and Teller Magic Show, and the world renowned Cirque du Soleil. They have been involved with the leading artists in the teen market, from Wham!, Nik Kershaw, Duran Duran, and Bros to New Kids on the Block, Boyzone, Westlife and Steps, as well as MOR artists such as Neil Sedaka and Johnny Mathis, and ground-breaking performances of the operas Carmen, Tosca, and Aida.