AEG establishes branded content division

AEG has announced the launch of a new in-house video production division, dubbed AEG Studios, to create branded content for it and and its partners.

Headed up by veteran content strategist Raymond Leon Roker (pictured), currently head of content for Coachella (promoted by AEG’s Goldenvoice) and publisher of URB Magazine, AEG Studios will work with the live entertainment giant’s brand partners to “conceive, produce and deliver compelling content across digital, print, video and mobile”, allowing them “to engage their target audience authentically and tell their stories in more thoughtful and engaging ways”.

“Our partners are asking for great storytelling through original content, [and] we have listened and are now building a world-class production company with the most innovative creators in the sports and entertainment business,” says Andrew Klein, senior vice-president of AEG Global Partnerships. We’re known for bringing our partners’ messages to life through cutting-edge campaigns.

“We are building a world-class production company with the most innovative creators in the sports and entertainment business

“AEG Studios will amplify our ability not only to solve our brand partners’ needs, but also help them engage with their target audiences by bringing them the one-of-a kind pieces of content and creativity that only our network of talent, assets and resources can provide.”

AEG’s corporate partners include American Express, Renaissance Hotels, Uber, O2 and H&M.

Live Nation, AEG’s only rival for the mantle of world’s biggest live entertainment company, turned over US$88.7 million from its sponsorship and advertising business in 2016. Its Canadian operation today inked a multi-year partnership with Mercedes-Benz, while Live Nation Australia last month signed a similar deal with airline Virgin Australia.

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