Live Nation this week announced the appointment of John Reid as the president of concerts for the company's Europe division.

Reid's January 16 appointment is the latest in a string of focused efforts by the live entertainment giant to grow its international influence, particularly in the area of concert promotion and marketing.

Prior to his appointment within Live Nation Europe, Reid was the CEO and vice chairman of Warner Music International. During his more than 10 years at WMI, Reid managed global marketing for artists such as Madonna, Green Day and Michael Bublé.

"I'm very pleased to join Irving Azoff, Michael Rapino and Simon Lewis at Live Nation," Reid said in the January 16 statement. He later added, in part, that "this is a great opportunity to join the largest live music, management and ticketing businesses at a very exciting time for the company."

Live Nation's plans for Reid include continued business development across the continent, as well as increased focus on artist touring and marketing.

"John will be pivotal in broadening our touring artist portfolio and strengthening our show marketing capabilities as we head into what we expect to be another strong year," said Live Nation Europe CEO Simon Lewis in the statement.

During a September 2010 conference, Live Nation president and CEO Michael Rapino pinpointed international expansion as one of the company's focal points heading into 2011.

Live Nation quickly made good on Rapino's statements.

In November of that year, the company announced the acquisition of Ticketnet, a ticket retailer in France. Just a few months later in February 2011, Live Nation also acquired Spanish ticketing company ServiCaixa.

Even as 2011 closed and the new year began, Live Nation continued to move forward with multiple overseas efforts.

Earlier this month, Live Nation inked a deal with a Croatian concert promoter to bring more artists and shows through that country. The company also recently opened new offices in South Korea, where it hopes to take advantage of growing interest in the K-Pop music genre.