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Live Nation Acquires Cream Holdings, Ltd., Promoter of Creamfields Festivals

For more proof electronic music is turning into a mainstream force, Live Nation announced on May 9 its acquisition of Cream Holdings, Limited. For those unfamiliar, Cream Holdings is behind one of the largest worldwide electronic music festivals, Creamfields. Along with individual events, Creamfields holds nine music festivals, which are expecting 350,000 total concertgoers in 2012. The U.K. festival is anticipated to bring in 100,000 alone.

By assuming Cream Holdings, Live Nation is positioning itself as a greater player in the electronic music market. Part of their plan in bringing on this brand is expanding the festival to more locations. In a statement, Michael Rapino, President and Chief Executive Officer of Live Nation, said: “We are committed to being a leader in electronic music and as one of the most recognizable brands in the electronic community, Cream is at the forefront of the mainstream youth culture today. With this acquisition, Live Nation further establishes its position in electronic music and expands its concert platform. We intend to launch new festivals in key markets in North America, Europe, and Southeast Asia.”

Cream Holdings’ founder, James Barton, is additionally joining the Live Nation team. The former Cream Holdings CEO is becoming President, Live Nation Electronic Music and will be at the forefront of the company’s greater global expansion. In a statement, Barton said: “I am delighted to be a part of the Live Nation team and know that the company is the perfect partner. Our strategies are aligned and through the combined efforts of the Cream and Live Nation teams, we will substantially grow our electronic music offerings across the globe.

Creamfields has been going since 1998, when it drew a crowd of 25,000 to Winchester, England. By 2011, the festival doubled in size and added a second day. Over its almost 14 years of existence, Creamfields has turned into a global EDM phenomenon, with festivals in Abu Dhabi, Buenos Aires, Australia, Spain, Brazil, Chile, and Peru.

By | 2016-12-02T15:17:52+00:00 May 16, 2012|News|0 Comments