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AEG Expands AXS Partnership With Cirque, Bolsters Festival Coverage

LOS ANGELES (CelebrityAccess) — AEG's has brought Cirque du Soleil aboard in its AXS ticketing system with Venues Today reporting that the Canadian Cirque is now a 50/50 partner in the venture.

The newly reconfigured joint venture will also include a number of other AEG entities, including Outbox Ticketing, originally developed for Cirque, as well as their Carbonhouse web development business, mobile solution company Bypass, and Front Gate Tickets.

“AXS was an entity that was 100-percent owned by AEG, but the ticketing initiative was powered by a joint venture with Cirque du Soleil. We basically took the ticketing asset and put it inside of the joint venture,” Brian Perez, president of AXS Tickets told Venues Today.

“It’s having both companies pushing the same boulder uphill instead of pushing different boulders. You can sit back and look at it as one big company because really all of the partners have no competing philosophies,” Michael Roth, AEG's Vice President of Communications added.

At the same time, AXS TV has announced that they will be expanding their coverage of festivals and live music, including Coachella Valley Music and Arts Festival, Stagecoach Country Music Festival, the New Orleans Jazz & Heritage Festival, Rick on the Range and the Firefly Music Festival.

The festival coverage will be presented by AEG's broadcast sponsorship partner Mercury Insurance.

"AXS TV is committed to delivering the best in live music, and we're proud to continue that legacy with this groundbreaking lineup," said Mark Cuban, AXS TV founder. "Nothing compares to a live music event, and now our audience will get a front-row seat to five incredible festivals, as we bring the ultimate concert experience to our viewers." – Staff Writers