Live Nation has launched Electronic Nation, a new UK-based electronic music division.
Electronic Nation will be led by Cream MD Scott Barton.
With over 25 years’ experience, Barton handles the likes of Creamfields and Steel Yard festivals, as well as UK touring for some of the biggest names in dance music.
The new division will be based in London and will encompass all electronic music at Live Nation UK, from Creamfields to artist tours, clubs and shows.
Since its inception in 1998, the UK edition of Creamfields is now one of the biggest electronic music events in the world.
Taking place at the end of August, the festival attracts the biggest names in dance music, including Swedish House Mafia, Calvin Harris – both of whom return in 2019 as UK exclusives – Tiësto, deadmau5, Eric Prydz, Carl Cox, The Chainsmokers, Skrillex, The Chemical Brothers, and countless others from a wide range of electronic genres.
“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.”
Denis Desmond, Live Nation UK and Ireland
Elsewhere in the UK, events such as Steel Yard, a 15,000 capacity arena that debuted at Creamfields, has made its own mark on the UK dance scene.
With regular appearances in Liverpool and London, Steel Yard hosts sell-out events featuring the likes of Above & Beyond, Eric Prydz and Armin van Buuren.
“We have a dedicated team who work hard to connect fans to electronic music events across the UK.”
The company is also responsible for multiple tours and club shows across the country, with artists such as deadmau5, Marshmello, Porter Robinson DJ Snake, Above & Beyond, Skrillex, Swedish House Mafia, Calvin Harris, and countless others all benefiting from Cream’s invaluable and unmatched experience.
Creamfields also takes place in the likes of Chile, Abu Dhabi, Ibiza, Malta, Brazil, Argentina, Peru, Australia, Hong Kong, and multiple cities in China.
“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,” said Denis Desmond, Chairman Live Nation UK and Ireland.
Scott Barton added: “Electronic music has always been at the heart of what we do.
“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.”Music Business Worldwide