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Last Tour partners with discovery platform Fever

Spanish promoter Last Tour has formed a strategic alliance with live entertainment discovery platform Fever.

According to Last Tour – the promoter behind Bilbao BBK Live, Cala Mijas, BIME and Kalorama – the alliance will enable the company to “reach more and new audiences, in addition to promoting its expansion in LATAM, where Fever has experience in several territories”.

In addition, the agreement will allow Last Tour to “create synergies to expand its productions around the world”.

Fever is based in Madrid, Spain and New York, US and is led by Spaniards Ignacio Bachiller Ströhlein, Alexandre Perez Casares and Francisco Hein.

The platform makes personalised recommendations for users to enjoy unique, in-person local experiences such as immersive exhibitions, interactive theatrical experiences and festivals.

“It offers us the opportunity to carry out our activities more efficiently, to exchange knowledge, generate new opportunities”

The company is reportedly valued at $1.8 billion after its last funding round in February 2023, which was led by Goldman Sachs.

“This alliance is excellent news, as it merges the best of two outstanding companies: technology and entertainment,” says Alfonso Santiago, CEO of Last Tour.

“It offers us the opportunity to carry out our activities more efficiently, to exchange knowledge, generate new opportunities and the international development of both organisations.”

Francisco Hein, CMO and co-founder of Fever, adds: “This agreement is a significant step for us. Not only does it allow us to offer very high-quality musical content, but it also helps us to continue positioning ourselves as technological partners within the industry.”

Last Tour’s stable of events also includes Azkena Rock Festival, Donostia Festibala, Goxo, Navia Suena festival and Festival Santas Pascuas.

Bilbao BBK Live, Cala Mijas and BIME last year became the first festivals in Europe to receive B Corp certification.

 


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ASM Global partners with Forward Associates

ASM Global has entered into a strategic partnership with multi-disciplinary venue strategists Forward Associates.

Founded in 2015, Forward Associates aims to bring “a unique and holistic approach to the guest journey and live experience”.

The company, which has offices in London, Milan and Helsinki, is already working alongside the ASM Global team at Stockholm Live, developing the future strategy for their portfolio of venues including the Avicii Arena.

The firm has also been instrumental in supporting the new design at the AO Arena in Manchester as it undergoes a major £50 million redevelopment, and has completed projects for ASM Global venues in the US including the Desert Diamond Arena in Glendale, AZ.

Forward Associates’ previous projects include The O2, Tottenham Hotspur, Aston Villa FC, London’s Koko, the Brighton Dome, Everton FC’s new stadium and Liverpool’s iconic Liver Building.

The firm has also been instrumental in supporting the new design at the AO Arena as it undergoes a major £50m redevelopment

“As we continue to embrace cutting-edge technologies and industry disruptors on a global scale, producing renowned content through our unmatched relationships, culinary artistry, sustainability solutions and client profitability — we’re creating a new intersection that fuses these attributes together,” says ASM Global president and CEO Ron Bension.

“Now, we are investing in the industry’s leading innovators of guest experience, Forward Associates, who we’ll work with to bring all of this to life, looking at the guest journey, reimagining it for everyone, and ensuring there is an even wider choice for the entire audience.”

Chris Bray, president of ASM Global Europe, says: “Demand for market-leading, cutting-edge guest experience is increasing at pace. Our teams are exceptional at what they do, and we need to continue to innovate in this space, always exceeding our guest expectations. Forward Associates are best in class, with a real vision for the future of live entertainment experience, and absolute expertise in their field. They provide a unique, multi-disciplinary service, with a proven track record of delivering exceptional concepts from start to finish. We’re delighted to enter this new partnership, which will further cement our position as market leaders in venue operations and providers of live entertainment.”

Roy Westwood, CEO of Forward Associates, adds: “Whether a new build or a repositioning as part of a master planning exercise, Forward Associates are proud to be leaders in guest experience innovation. Together with ASM Global, we have a shared vision to continually evolve in this space, with a commitment to always delivering the very best for live entertainment fans. With ASM Global’s international portfolio and reach, this is an exciting move for us, and we are very much looking forward to getting started.”

 


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ASM unveils UK-first London Stadium partnership

ASM Global has announced a new strategic partnership with London Stadium to create additional event content for the venue, as well as creating new commercial opportunities.

In what has been described as ASM’s first UK booking foray, the company has committed to cementing the stadium as a leading global venue for “the very best in live experiences” through elevated non-matchday programming. The move broadens ASM’s footprint in the UK and Europe.

Originally built to host the London 2012 Olympic Games at Queen Elizabeth Olympic Park, London Stadium is the home of Premier League football club West Ham United as well as UK Athletics.

At 80,000-cap, London Stadium boasts the second largest concert capacity for a stadium in the UK’s capital and has staged concerts by acts including Beyoncé, the Rolling Stones, Foo Fighters, Red Hot Chili Peppers and Guns N’ Roses.

“We have a fantastic reputation for hosting some of the biggest, best and most diverse stadium events, which is evident across our incredible lineup this summer,” says London Stadium CEO Graham Gilmore. “We are always looking to improve; and this partnership with ASM Global will help push us on to even greater possibilities, unlocking the huge potential of our venue.”

“The venue has been ever-present in the city’s consciousness since the 2012 Olympic Games”

The venue’s 2023 calendar includes concerts by Burna Boy (3 June) and The Weeknd (7-8 July).

“We’re delighted to announce London Stadium as ASM Global’s first UK stadium partner, joining our elite network of iconic, major event venues around the world,” adds Tom Lynch, SVP, Europe, of ASM Global. “The venue has been ever-present in the city’s consciousness since the 2012 Olympic Games and has proved itself as one of the best multipurpose stadiums in Europe. It’s blessed with unique versatility for live events with first-class hospitality and unrivaled public transport connectivity to create the best possible fan experience.

“We are thrilled to be working with Graham and his team to continue to build on the stadium’s stunning Olympic legacy with world-class events and partnerships on one of the most culturally dynamic event campuses in Europe.”

ASM’s venue network spans five continents, with a portfolio of more than 350 arenas, stadiums, performing arts venues, and convention and exhibition centres,

 


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AEG Presents partners with K-pop promoter Powerhouse

AEG Presents has announced a strategic partnership with K-Pop touring and marketing company Powerhouse.

The Seoul and Los Angeles-headquartered company has worked with some of the biggest names in K-Pop, including BTS, Blackpink, Monsta X, and Tomorrow X Together, and is a partner of the biggest K-pop festival in the world, CJENM’s KCON.

Having teamed up on many successful K-pop artists over the past 13 years, AEG Presents and Powerhouse will build on their relationship by collaborating on all aspects of live K-pop business including touring, production, marketing and media.

“In the course of last two decades, K-pop has grown to be one of the most popular genres in the global music industry,” says C.S. Hah, CEO and president of Powerhouse, founded in 2018.

“Our collaboration has only become more extensive as the barriers continue to evaporate between global music markets”

“The K-pop market has proven its depth and width to be more matured than ever, and I hope our launch of this formal partnership with AEG Presents can help K-pop grow to reach new horizons across the regions.”

Adam Wilkes, president and CEO of AEG Asia Pacific, adds: “Powerhouse and AEG Presents have a great history together, and our collaboration has only become more extensive as the barriers continue to evaporate between global music markets. This feels like a logical progression in our ongoing partnership.”

AEG Presents and Powerhouse kicked off their relationship in 2010, producing the SM Town Concert at Staples Center, regarded as the first blast of K-pop in the US and selling out 12,500 tickets in a matter of minutes.

Since then, the two companies have collaborated on blockbuster K-pop tours including BTS’ 2017 The Wings Tour North American arena shows and their 2018 Love Yourself arena world tour, as well as MONSTA X’s 2018 The Connect World Tour.

Over the last five months, the two companies have produced and promoted tours for the likes of Blackpink, Tomorrow X Together, Enhyphen and Ateez.

 


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Goodlive and Live Base join forces in Germany

Goodlive and Live Base have formed a strategic partnership to deliver international rap artists to the German-speaking market via hip-hop festival Splash!

For the last two decades, Splash! (cap. 30,000) has cultivated Germany’s hip hop culture, providing a platform for up-and-coming domestic talent as well as established US acts.

This summer sees the Ferropolis-based festival return over two weekends for the first time since the pandemic, with headliners A$AP Rocky, Roddy Ricch, Lil Uzi Vert and KIZ.

Live Base, which is entering its 20th anniversary, launched as a club promoter and artist booking agency and has evolved into a music lifestyle and culture brand.

Collaborations include Bruno Mars at Chopard x Cannes Film Festival, A$AP Rocky at F1 Monaco Grand Prix, Pusha T & Lewis Hamilton x Tommy Hilfiger in Milan and the Drake official world tour after parties since 2011.

“Our aim is to present our guests with the strongest line-up of the year”

“We are very happy about the new co-operation with Live Base,” says Mirko Roßner, MD at Goodlive and founder of splash! “Our aim is not only to present our guests with the strongest line-up of the year but also to strengthen the involvement of the artists on all levels.

“This allows us to respond to the individual wishes of artists both nationally and internationally and to work together beyond the live area. Amer [Nawaz, Live Base founder] and his team are an ideal fit for Goodlive due to their experience and positioning as an independent partner.”

Nawaz adds: “We’re delighted to have this unique opportunity with an iconic brand who are embedded in the DNA of Germany’s youth.

“We have our fingers on the pulse, always. We thrive upon obstacles and are energised by the challenges ahead. With our experience, knowledge and relationships, we can’t wait to deliver Europe’s premier hip-hop festival!”

Alongside Splash!, Goodlive also promotes Germany-based festivals such as Superbloom, Melt, Full Force and Heroes.

 


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