Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge, and Live Nation have launched a new promotions and booking venture called Mercury East Presents to focus on the live market in New York City.
An original founder of Bowery Presents, Swier parted ways with promoter Bowery Presents in August, taking its namesake Bowery Ballroom and the Mercury with him. Bowery Presents was bought out in January by AEG.
Mercury East brings together current and future independently owned and operated venues within New York City, creating a network of clubs and theaters including Mercury Lounge, Bowery Ballroom, Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk.
The group and its venues will become part of a market booking portfolio that includes open rooms like Madison Square Garden, Barclays Center,
“Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that complement the greater Live Nation portfolio,” Live Nation President/CEO Michael Rapino said in a statement. “Mercury East is the ideal partnership, and will allow Live Nation to bring New York’s residents and visitors more music and events than ever before.”
“The foundation of Mercury East reaffirms our commitment to quality and streamlines production by officially uniting the venues we own and operate with our key partners,” Swier added. “The team behind Mercury East remains focused on cultivating bands throughout all stages of their success, as well ensuring audiences have a premium experience, from ticket purchase to show’s end.”
Mercury East will be based at Live Nation’s new East Coast headquarters on 15th Street in the Meatpacking District.