PETALING JAYA: Crewstone International Sdn Bhd, a private equity and private credit manager, has formed a strategic investment partnership with Genesis Entertainment Sdn Bhd, following the successful structuring and mobilisation of institutional capital into the live entertainment sector.
As part of this partnership, Crewstone-backed productions have already demonstrated meaningful commercial scale, including the delivery of the 2025 Ateez and Cravity Concert in Kuala Lumpur in May, which attracted about 7,800 attendees.
The transaction demonstrates Crewstone’s sector-agnostic ability to deploy capital into commercially viable, execution-led platforms beyond conventional investment categories.
Across its recent production history, Genesis has deployed more than RM20 million into large-format water and music festivals, scaling from an initial two-acre event with about 22,000 attendees to a 31-acre national festival attracting over 35,000 attendees, illustrating repeatable event economics and the institutionalisation of live entertainment as an asset class.
Under the partnership, Crewstone said it acts as anchor capital partner for selected large-scale entertainment productions and regional initiatives, pairing institutional capital with specialist operating expertise.
Crewstone added it provides capital stewardship, governance oversight, commercial structuring, and cross-border market access, while working alongside experienced operators to scale platforms with proven execution capability.
These productions demonstrated broad commercial participation across ticketing, food and beverage, and sponsorship, and received Malaysia Book of Records recognition for both the largest water-and-music festival in Malaysia and the tallest stage trusses, reinforcing Genesis’ ability to scale responsibly while maintaining execution discipline.
Founded in 2022, Genesis has built a track record in conceptualising, producing and executing premium live entertainment formats across multiple markets, working with international artists, sponsors, venue operators and production partners to deliver large-scale events to commercial audiences.
Industry-wide, Asia’s live entertainment sector has entered a renewed growth cycle.
According to PwC, the sector is projected to expand at about 6% annually through the end of the decade, reflecting its emergence as an increasingly institutional and commercially viable asset class.
Against this backdrop, Genesis’ operating scale and event economics position the platform favourably relative to broader market growth, having expanded production scale and commercial throughput by approximately 1.2x over the past three years.
“Entertainment is an increasingly institutional asset class in Asia when supported by the right structure and discipline,” said Crewstone International managing director and CEO Izmir Mujab.
“Our partnership with Genesis is grounded in execution, governance, and scalable economics. Crewstone’s role is to apply structured capital and cross-border expertise to platforms that have demonstrated the ability to deliver at scale.”
Genesis Entertainment CEO Lens Chan Wei Wah said, “Crewstone brings structure, discipline and cross-border perspective to our platform. This partnership strengthens their ability to plan, finance and execute large-scale productions responsibly as they expand regionally.”
