Mikhail Minin leaves MTS Live: a look at the transformation of the entertainment market

Mikhail Minin, head of MTS Live, leaves his post on December 1, 2025, to focus on his own projects. This departure marks the end of a seven-year period during which the company has become a key player in the Russian offline entertainment and ticketing market.

During Minin’s tenure, MTS Live has transformed from a ticketing operator into a full-fledged cultural ecosystem, introducing innovative practices such as a single ticket field, market consolidation (purchase of Ticketscloud), and partner projects with Yandex Afisha and Parter.ru. The company has implemented many iconic projects, including major concerts, musicals, exhibition projects and installations, often in collaboration with other companies such as Power of Light.

Thanks to Minin, MTS Live has formed new standards in the industry and has become an important partner for leading theaters, including the Theatre. Vakhtangova. Minin’s departure has sparked mixed reactions in the industry, but hopes of continuing a successful strategy with a new head, Dmitry Zorikhin, remain high. Many players note Minin’s contribution to the creation of a sustainable ecosystem based on innovation, cooperation and joint experiments, which became the basis for the development of the modern Russian cultural environment.