Live Nation Partners with Bowery Ballroom and Mercury Lounge to Create ‘Mercury East Presents’
Bowery Ballroom and Mercury Lounge terminated their relationship with Bowery Presents back in August after the latter was acquired by live music juggernaut AEG Live. At the time, rumors swirled that industry competitor Live Nation would swoop in as exclusive booking agency for both classic Lower East Side clubs. Yesterday brought news of the official confirmation.
Michael Swier, co-owner of both Bowery Ballroom and Mercury Lounge, as well as co-founder of Bowery Presents, announced the partnership with Live Nation. The new promotions and booking venture is called Mercury East Presents.
Below is an excerpt from the press release.
Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge and an original founder of the Bowery Presents, and Live Nation Entertainment, the world’s leading live entertainment company, have joined forces to create a new promotions and booking venture called “Mercury East Presents.”
Focused on the coveted live music market in New York City, the alliance creates a nexus of current and future independently-owned and operated venues within the five boroughs while capitalizing on shared expertise and industry strength to serve artists and fans alike. Mercury East unites iconic venues throughout the city under one umbrella, establishing a network of clubs and theaters, including Swier’s Mercury Lounge and Bowery Ballroom, Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk. The group will continue to expand this portfolio and will assist in growing artists by bringing acts to NYC’s most venerable open rooms, including Madison Square Garden, Barclays Center, The Beacon Theater and Radio City Music Hall. Mercury East will also collaborate with Founders Entertainment, who have introduced hundreds of new artists to the New York market through appearances at their Governors Ball, Meadows Music & Arts Festival and festival after parties.
Both parties have a proven track record in the New York live entertainment scene. Live Nation remains the leader in live entertainment for the region, producing 2,000 events for more than 5.5 million fans in the NYC area in 2016. And Swier’s Bowery Ballroom has hosted thousands of events since its opening in 1998, and is nationally recognized as one of the premier live music venues in the countrry thanks to its talent bookings and intimate performance atmosphere. Well known to music lovers, The Mercury Lounge continues to offer a boutique vibe, welcoming crowds of 250 since its opening in 1994.
Mercury East will be based out of Live Nation’s new east coast headquarters on 15th street in the Meatpacking District.
[h/t Brooklyn Vegan]