Exclusive: ATG Entertainment Launches ATG Live, A Concert, Comedy & Events Division Led By SVP Erik Newson

ATG Entertainment, a company that manages or programs 72 venues and produces events, announced the launch of ATG Live, a new division to strengthen its position in the live entertainment sector and focus on concerts, comedies and other single-night events. Senior Vice President Erik Newson will lead the new division.

ATG, formerly Ambassador Theatre Group,  works with artists, promoters and industry leaders to produce more than 500 live events each year, moving about 1 million tickets across 18 U.S. venues.

“ATG Live represents an exciting next chapter for our business. Backed by the scale and global reach of ATG Entertainment, this launch strengthens our position in the live music and one-night event space,” Lori Hotz, CEO of ATG Entertainment North America, said in a statement. “We see tremendous opportunity ahead and are excited to continue expanding our reach while delivering unforgettable experiences for audiences and partners across the U.S.”

Newson boasts more than 30 years of experience in the industry, developing relationships while working in artist management, international touring, talent buying and event production. He joined ATG Entertainment in 2023 and programmed talent for the Saenger Theatre and Mahalia Jackson Theater in New Orleans, prioritizing the creative vision of artists while delivering unforgettable experiences for fans.

“ATG Live was built with a clear intention: to present iconic shows in the highest quality venues, while being thoughtful about how and where artists connect with their audiences,” Newson said. “We see a real opportunity to offer an alternative to the increasingly standardized national touring model by curating exceptional artists and experiences that feel purposeful, artist‑driven, and truly special for fans.”

Newson leads an ATG Live team stacked with seasoned professionals, including VP of Programming Kevin Coach, who works in the San Antonio, Tulsa, Little Rock and Springfield markets. Couch worked as a touring drummer and artist manager before joining ATG and has worked with acts like Color Me Badd.

Another key member of the team is Jenn Sonick, formerly of AEG Presents Rocky Mountains, who joined ATG in NYC five years ago and programs Brooklyn’s Kings Theatre and Boston’s Emerson Colonial Theatre.

Rounding out the team are Mark Austin, programming director covering Smart Financial Centre at Sugar Land near Houston, and Scott Simoneaux, who led the team at Teragram Presents in Los Angeles before joining ATG Live to program the Orpheum, Golden Gate and Curran Theatres.

“I’m genuinely excited to be part of this launch because I believe deeply in ATG Live’s mission and values — both nationally and globally,” Newson said. “At a time when so much feels fragmented, the power of live entertainment to bring people together matters more than ever. There is something irreplaceable about sharing a room, a moment, and a performance, and that sense of connection is at the heart of everything we’re building.”

Newson continues: “As a boutique startup within a global entertainment company, ATG Live occupies a unique space. We have the scale and support to make a meaningful impact, while maintaining the flexibility, care, and creativity needed to serve both artists and audiences thoughtfully. That balance gives us a real chance to positively shape the live entertainment landscape, and I’m incredibly proud to help bring that vision to life.”

Within ATG Live’s portfolio of venues in major markets, the entertainment company has hosted artists from all genres, such as Ed Sheeran, Bono, Dave Chappelle, Sabrina Carpenter, John Legend, Los Tigres Del Norte, KATSEYE, Bob Dylan, Khruangbin, Paul Simon, and many more. Upcoming ATG Live concerts include Jill Scott, Santana, David Byrne, Nikki Glaser, Cake, Ella Mai, Wilco, Goose, Lily Allen, Billy Strings and more.