NEW YORK (CelebrityAccess) – Live Nation Entertainment today announced a new entity, Mercury East Presents, created in partnership with Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge. The new promotions and booking venture, Mercury East Presents, will focus on live music in New York City.
The partnership will create a network of independently-owned and operated venues including Mercury Lounge and Bowery Ballroom, Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk with more to be added. Mercury East Presents will also bring artists to such illustrious stages as Madison Square Garden, Barclay’s Center, The Beacon Theater and Radio City Music Hall.
In addition, the venture will find ways to collab with Founders Entertainment who has specialized in introducing artists to New York via their own Governors Ball and Meadows Music & Arts Festival as well as after parties for those major events.
Michael Swier, who also co-founded Bowery Presents, stated:
“The foundation of Mercury East reaffirms our commitment to quality and streamlines production by officially uniting the venues we own and operate with our key partners…The team behind Mercury East remains focused on cultivating bands throughout all stages of their success, as well ensuring audiences have a premium experience, from ticket purchase to show’s end.”
Michael Rapino, Live Nation Entertainment President and CEO, cosigned Swier’s involvement:
“Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that complement the greater Live Nation portfolio…Mercury East is the ideal partnership, and will allow Live Nation to bring New York’s residents and visitors more music and events than ever before.”
Mercury East will be officially based at Live Nation’s new headquarters in the Meatpacking District.