TORONTO, ON (CelebrityAccess) – Live Nation Entertainment announced the acquisition of a majority stake in Canadian venue manager and concert/festival promoter Embrace Presents.
Embrace will continue to oversee operations of its current portfolio, which includes several festivals such as the EDM-infused Electric Island in Toronto, as well as several seemingly inactive brands such as Deadbeats and Embrace Miami.
Embrace also manages and books several venues in the Toronto market, including the 1,425-capacity Danforth Music Hall and recently renovated 400-capacity Velvet Underground, significantly expanding Live Nation’s footprint in the market.
Founded as an EDM promoter in 2001 by Adam Gill, Embrace has grown to become one of our northern neighbor’s leading (formerly) indie concert promoters. To date, Embrace has promoted thousands of shows for acts like Leon Bridges, Skrillex, Mac Demarco, Chance The Rapper, Lorde, Chvrches, Blood Orange, Vance Joy, Nicolas Jaar, Alexisonfire, Disclosure, Kamasi Washington, Zedd, Travis Scott, LCD Soundsystem, Maggie Rodgers and numerous others.
“Embrace has grown to become one of Toronto’s most influential leaders in live events,” said Riley O’Connor, Chairman, Live Nation Canada. “We are excited to collaborate with them on new events and utilize their ingenuity and promotion tactics to further strengthen our presence in the marketplace.”
“We are very excited to join Riley and the entire Live Nation team as we embark on Embrace’s newest chapter,” said Adam Gill, President, Embrace. “We are looking forward to growing Embrace in concert with Live Nation to present bigger and more exciting live events.”