Jam Goin’ South

When Chicago-based Jam Productions invested in Michael Smardak’s Outback Concerts last year, it was with the intention of building a coast-to-coast promotional venture – and Georgia is now off the checklist.

Jam and Outback have entered into a joint venture with Charlie Brusco’s Alliance Artists, headquartered in Atlanta, and formed Boomerang Live. The venture already has an exclusive booking agreement with the 5,100-capacity Wild Bill’s ballroom in Duluth and a consulting agreement with the 2,500-capacity Frederick Brown Jr. Amphitheatre in Peachtree City.

Outback, which has promoted the Blue Collar Comedy Tour and Larry The Cable Guy, is certainly familiar with the Atlanta area. Brusco’s company, which manages Styx and Thin Lizzy, among others, manages the musical endeavors of the owner of Wild Bill’s. Brusco is also a longtime pal of Jam’s Arny Granat and Jerry Mickelson. It was all really simple.

"The thought process behind promoters is, ‘Hey, I feel like doing it, so I’m gonna do it.’" Brusco told Pollstar. "There’s not always a grand plan involved. We all know it’s a high-risk business and it’s a relationship-driven business and we felt the time was right."

The parties talked about forming a venture beginning around the time of last year’s Concert Industry Consortium, and got serious a few months ago, Brusco said.

Smardak will bring in lots of comedy acts and Jam – as its wont – "does everything," Brusco added.