Live Nation is teaming up with Halsey’s cosmetics brands about-face and af94 to offer fan experiences throughout venues and festivals.
The partnership will see Live Nation, about-face and af94 appearing at venues and festivals to offer product sampling, self-guided application and virtual and IRL “try and buy” integrations with products.
“Makeup and music go hand in hand,” Halsey (she/they) said in a statement. “I don’t fully become Halsey until the transformative moment in front of my mirror, where I lay out my kit. It’s the creative before the creative. The Live Nation partnership will usher in a new way to experience the intersection of live entertainment and makeup. Infused with confidence and freedom, everyone in attendance will have the chance to transform in the way that I have long lived to do. Live Nation has given me the platform to express my vision o my audience on stages across the world. Our future together will mean seeing the audiences’ visions come to life from the crowds.”
Halsey began working on the about-face brand after realizing they couldn’t find a super-performing makeup that would last well throughout shows. She launched her second brand, af94, in collaboration with Walmart for Gen-Z consumers.
“Halsey has always pushed boundaries, broken beauty norms and disregarded the public opinion in favor of supporting personal forms of self-expression and Live Nation is proud to support that by partnering with about-face and af94,” Russel Wallach, Live Nation’s Global President of Media and Sponsorship, said in a statement. “Integrating these brands at concerts and festivals encourages boundless creativity, and we’re excited to see what fans lean into as they experiment at shows.”
Prior to the new partnership, Live Nation had already incorporated Halsey’s brands and their events. It all started with an about-face glitter bar at Lollapalooza, and fans will have the opportunity to try the products at Irving Plaza, The Wiltern, and The Tabernacle venues. Rolling Loud New York and When We Were Young will also feature about-face and af94.
“This is a huge milestone for us; we are beyond honored to partner with Live Nation and bring about-face and af94 to their millions of concertgoers each year,” Natalie Sperling, CEO of about-face and af94, said in a statement.
Jeanine Chavez, co-founder and CIO of about-face and af94, added, “The partnership will also allow us to create more of our signature formulas that lean heavily into artistic colors and continue to push boundaries for product performance and long wearability.”