Azoff Acquires Pop2Life Stake

The agency that helped promote the renovation of the Forum in Inglewood, Calif., by creating a massive record that spun atop the building’s roof has a new part owner in Azoff MSG Entertainment.

Azoff MSG Entertainment has acquired a 50 percent stake in Pop2Life.

Under terms of the deal, the music marketing agency will have access to resources and funding to help expand their business and create new social experiences and events for clients.

“Pop2Life is another key acquisition for Azoff MSG Entertainment in the marketing and branding space, as we work to redefine the way that brands interact with consumers through the most creative channels, including music, social media, and experiential content,” Azoff said.

Recent Pop2Life projects include HGTV’s #lovemusic Lodge at CMA Fest, Luke Bryan’s Crash My Party album launch in Nashville and a Michael Bublé album launch promotion at Atlantis, Paradise Island.