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Live Nation Entertainment, Vice Media form JV for digital content platform

MUMBAI: Live music company Live Nation Entertainment and youth media company Vice have joined forces to develop and launch a new digital content platform delivering the voice of live music to millions of online and mobile audiences.

The joint venture will marry Live Nation’s live music base and access to thousands of artists globally, with the editorial of Vice to bring the platform to all major markets across the world in nine different languages.

The announcement was made by Live Nation CEO, president Michael Rapino and Vice founder and CEO Shane Smith.

As the voice of live music in digital form, the platform will look to fill a need in the market: delivering original and compelling, artist-driven live content from the stage to the studio. The platform will bring these live experiences to life across multiple platforms and connect audiences with the same emotional experiences of a live show whenever they want.

The platform will also eventually feature hundreds of hours of originally produced content, including: brand new long and short form video series, premium editorial franchises, new full-blown live digital music experiences created collaboratively with artists, in depth documentaries, as well as daily editorial content, and ecommerce and ticketing offerings.

The platform will roll out across multiple screens including mobile, web and TV in 2015.

Rapino said, “Shane and the Vice organisation have proven to be the voice of this generation. Together with Live Nation’s platform, we are positioned to become the voice of live music by developing an artist-centric, 24/7 global music destination that enables artists to bring their creative vision to life in a new and rich online and mobile music ecosystem”.

Smith said, “This partnership rethinks the live music experience, offering unprecedented access to the world’s biggest stars and emerging artists, and groundbreaking content that will be distributed across the holy trinity of mobile, online and TV. Today the content world is in upheaval, with new brands being created in real time, and mainstream media seeing its audience migrate in record numbers. It’s this de-stratification of the status quo that we find so exciting because that, combined with the lack of any real quality music programming out there, equals one hell of an opportunity. We think that this partnership will give VICE and Live Nation the unique ability to totally re-imagine music content on a global scale, and if that doesn’t get your rocks off I don’t know what will!”

Live Nation and Vice will each contribute infrastructure and resources to the platform. Vice, which has a history of collaborating with the best artists across the globe, will focus on content and programming, while each entity will contribute marketing, sales and sponsorship capabilities. The platform will be an autonomous revenue generator by marketing to a global audience, and offering brand partnerships and digital assets.