Legends/ASM Global Promotes James Harrison To VP Of Programming (UK/EU)

Legends and ASM Global are delighted to announce that James Harrison has been promoted to vice president of programming, UK and Europe.

Since joining ASM Global in 2017, Harrison has played “a pivotal role in the evolution of the businesses central programming resource, streamlining the booking process for promoters, agents and managers, as well as driving a world-leading program of sell-out live entertainment across Legends/ASM Global’s industry leading, and fast-growing venue portfolio,” according to the press release announcing his appointment.

Harrison is responsible for managing Legends/ASM Global UK’s central programming team, overseeing the music, comedy & entertainment bookings – alongside his colleague, James Taylor, who manages the UK/EU Sports and New Business bookings – for arenas including icons like AO Arena in Manchester, and OVO Arena Wembley in London, as well as Leeds’ first direct Arena, Utilita Arena Sheffield, Utilita Arena Newcastle, P&J Live Aberdeen, and the concert hall division made up of Connexin Live Hull, York Barbican, Sheffield City Hall, New Century Hall Manchester, and Becketwell Live Derby.

Most recently, Harrison has been a driving force behind the strategic restructuring of Legends/ASM Global’s UK programming team “to align with the evolving needs of promoters and artists, as well as the diversification of the company’s venue portfolio,” the press release continues.

The new arenas team comprises Raven Twigg and Ross Allerton, with Katie Morgan and Paige Martin on the new concert halls team.

“This restructuring not only empowers the Legends/ASM Global to better serve arenas and stadia but also expands its reach and expertise into concert halls and theatres, allowing for a more laser-focused approach and ensuring tailored expertise for every venue type,” the press release states.

Brian Celler, senior vice president & head of programming and content at Legends/ASM Global (UK/EU/INTL), commented, “James is the rare breed executive who seamlessly straddles both the creative chaos and the business hustle of live music entertainment. He has a deep understanding and instinct for live event touring, a sharp eye for deals that benefit artists, their teams, our venues, and the vision to shake things up. James conceived this new programming structure, and it is setting us up for growth across every level – grassroots clubs to iconic stadiums. We can’t wait to see what his team pulls off next.”

With 16 years of programming experience across leading venues and organisations such as LW Theatres, ATG and Live Nation, Harrison has been integral in expanding Legends/ASM Global’s reach. Notably, the central programming team has achieved three consecutive years of growth since 2022, setting new booking records in 2024 and seamlessly onboarding major new venues joining the Legends/ASM portfolio including the Utilita Arena and the City Hall in Sheffield and New Century Hall in Manchester.

See: Sheffield’s City Hall And Utilita Arena Join ASM Global’s UK Portfolio

Harrison, vice president of programming at Legends and ASM Global (UK/EU), added, “Shows are the lifeblood of all of our venues, and we in programming are incredibly privileged to be tasked with securing a whole host of different events across our portfolio. I’m very grateful for the trust and belief that ASM Global have placed in me and our team – I believe the team is the best in the business, and our offering is unrivalled. We’re at a very exciting point in the company’s history and I’m looking forward to continuing to lead the programming team and grasping all the opportunities to come.”

This year, Harrison is spearheading programming for the upcoming launch of Becketwell Live, a major new live entertainment hub for Derby, and delivering an expanded 2025 schedule of 1,000+ shows across the group, with multi venue highlights include Olly Murs (7 x ASM Global UK venues), Busted Vs McFly (11 shows across 6 ASM Global UK venues), Five (7 shows across 5 ASM Global UK venues), Greg Davies (10 x Concert Halls shows, leading to first time Arena headline status).

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