LN Teams With Asian Marketer

Live Nation announced a partnership with Parallel Contemporary Music to come up with marketing solutions for brands in Asia in the realm of live music presentation.

Live Nation, which has offices in 10 distinct markets throughout Asia, has promoted about 180 shows for sales of 1.2 million tickets in the space of only two years, while Parallel, under the stewardship of David Ciclitira, has been working hand-in-hand with major brands in Asia for 20 years.

The aim of the tie-up, called Live Nation Marketing Partnerships Asia Ltd., is to “accelerate” sponsorships for concert events throughout the region.

“Having successfully grown our attendance figures in Asia, we now have the opportunity to develop high margin sponsorship opportunities in line with our established businesses in North America and Europe.”

Live Nation CEO Michael Rapino, stated. Live Nation’s president of international and emerging markets, Alan Ridgeway, added, “[Ciclitira] has proven his ability to combine major consumer brands and artists, as well as working with these brands to enhance the customer experience at Live Nation’s events across Asia.”

Ciclitira will remain as chairman of Parallel Media Group, an agency that specializes in sports, entertainment and media and which is the main beneficiary of PCM’s attentions.

He was previously a founding partner in the World Music Video Awards and helped create Broadcast Innovations, the sponsorship agency for Pepsi that made deals with the likes of Michael Jackson, Tina TurnerMadonna and the Spice Girls.