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Driift appoints General Manager for the US

By | Published on Thursday 17 December 2020


New livestreaming business Driift continues with its rapid global expansion by announcing the hiring of Adam Shore as GM for the US. Formerly Head Of Global Programming for Red Bull’s music activities, he will be charged with the task of expanding the start-up’s North American operations and developing partnerships in that market.

Launched in August by London-based ATC Management’s Ric Salmon and Brian Message in response to the increased interest in livestreaming caused by the COVID-19 pandemic, Driift has been involved in a number of high profile ticketed livestreams in recent months, working with the likes of Nick Cave, Niall Horan, Laura Marling, Dermot Kennedy, Kylie Minogue and Biffy Clyro.

The company’s first international expansion was announced last month with a launch in Australia and New Zealand. The move into the US further demonstrates Driift’s global ambitions as it seeks to build on the increased consumer interest in ticketed livestreamed concerts, which most people expect to outlive the pandemic.

Confirming Shore’s appointed, Salmon said: “We are delighted to welcome Adam to the team. This is a key hire for Driift and an indication of our confidence that unique, high-quality livestream shows are here to stay. As we look to increase Driift’s presence in North America, Adam’s experience and track record of working with artists to create bespoke and innovative live productions will be truly invaluable”.

Shore himself added: “In a little over six months, Ric and Brian have put together an incredible team and built a highly-collaborative artist-friendly business. Driift is already a byword for quality and innovation, and I look forward to helping US artists realise the potential of this new and exciting art form. We have big plans for 2021”.