Mercury East Presents | Bowery Presents Founder Michael Swier And Live Nation Form Joint Booking Company In Nyc
NEW YORK CITY (December 18, 2017) – Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge and an original founder of the Bowery Presents, andLive Nation Entertainment, the world’s leading live entertainment company, have joined forces to create a new promotions and booking venture called “Mercury East Presents.”
Focused on the coveted live music market in New York City, the alliance creates a nexus of current and future independently-owned and operated venues within the five boroughs while capitalizing on shared expertise and industry strength to serve artists and fans alike. Mercury East unites iconic venues throughout the city under one umbrella, establishing a network of clubs and theaters, including Swier’s Mercury Lounge and Bowery Ballroom, Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk. The group will continue to expand this portfolio and will assist in growing artists by bringing acts to NYC’s most venerable open rooms, including Madison Square Garden, Barclay’s Center, The Beacon Theater and Radio City Music Hall. Mercury East will also collaborate with Founders Entertainment, who have introduced hundreds of new artists to the New York market through appearances at their Governors Ball, Meadows Music & Arts Festival and festival after parties.
Both parties have a proven track record in the New York live entertainment scene. Live Nation remains the leader in live entertainment for the region, producing 2,000 events for more than 5.5 million fans in the NYC area in 2016. And Swier’s Bowery Ballroom has hosted thousands of events since its opening in 1998, and is nationally recognized as one of the premier live music venues in the city thanks to its talent bookings and intimate performance atmosphere. Well known to music lovers, The Mercury Lounge continues to offer a boutique vibe, welcoming crowds of 250 since its opening in 1994.
“Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that complement the greater Live Nation portfolio,” said Michael Rapino, President and CEO, Live Nation Entertainment. “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.”
Mercury East forms a mutually beneficial alliance that expands Live Nation’s NYC footprint, while also providing Swier and his team with additional resources to continue curating and developing live event projects that galvanize New York’s live entertainment industry.
“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,” says Michael Swier, co-founder of Mercury East, the Bowery Ballroom, the Mercury Lounge, and other sound-forward music venues. “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 out of Live Nation’s new east coast headquarters on 15th street in the Meatpacking District.
Website: MercuryEastPresents.com | Facebook: Mercury East | Instagram: @MercuryEast |Twitter: @MercuryEast