Live Nation has launched Electronic Nation, a new electronic music-focused division, in the UK.
Led by Scott Barton, managing director of Live Nation’s Cream brand, Electronic Nation will be based in London and will be responsible all electronic music activities at Live Nation UK, including the Creamfields festival, touring, shows and clubs.
Creamfields (70,000-cap.), launched in 1998, is one of the biggest electronic music events in the world, and has spawned spin-offs Chile, Abu Dhabi, Ibiza, Malta, Brazil, Argentina, Peru, Australia and Hong Kong. Taking place in Cheshire over the last weekend in August, 2019 performers include Swedish House Mafia, Calvin Harris, Tiesto, Skrillex, the Chemical Brothers and the Chainsmokers.
The Creamfields also birthed Steel Yard, a 15,000-capacity arena structure which hosts shows by the biggest names in dance music in London and Liverpool.
“This new division is a major advance for Live Nation and for artists and acts in this genre”
“With Scott’s outstanding record managing global brands Cream and Creamfields, this new division is a major advance for Live Nation and for artists and acts in this genre,” comments Denis Desmond, chairman of Live Nation UK and Ireland.
Barton – whose older brother James, co-founder of Cream, now leads fast-expanding European festival operator Superstruct – says he hopes to drive Live Nation’s “continued expansion into the electronic arena, with the aim of connecting big-name dance acts to more fans across the UK through tours and festivals”.
“Electronic music has always been at the heart of what we do,” he says. “We have a dedicated team who work hard to connect fans to electronic music events across the UK. As the scene continues to grow, the knowledge and experience we have is key to our success.”
Live Nation formed a similar division in east Asia, Live Nation Electronic Asia, in August 2017.
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