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Cherry Red allies with sports group
By Chris Cooke | Published on Friday 9 January 2015
Lots of people pledge to join a gym or do something sporty at the start of a new year, but the bosses of Cherry Red have gone one step further by take an interest in a sports company and joining its board. Now that’s commitment. Though possibly not as energetic as going for a jog every morning of the year. Perhaps they’ll do that too.
The independent record company is taking an equity stake in and joining the board of the Activate Group, which has two main businesses, a talent management agency with sport and entertainment clients, and a company that runs sports academy events for children.
Under the deal, Cherry Red MD Adam Velasco and Chairman Iain McNay will become directors of Activate and bring music-expertise to the table. Specific objectives include expanding the music and entertainment side of the firm’s talent agency, and launching a series of music-based summer camps based on Activate’s existing sports academy model in 2016.
Confirming the alliance, Velasco told reporters: “At Cherry Red we all love music and sport, so this partnership is the perfect combination for us. We know the Activate team well, having crossed paths several times before, so we are really looking forward to working together and helping build up the business”.
Elsewhere in Cherry Red news, the company has announced the appointment to its label business of John Reed, who previously worked at Sanctuary and who has been consulting for the independent for some time. He will become a full-time Operations Manager for the Cherry Red record company.
