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Irving Azoff buys into experiential marketing firm

By | Published on Wednesday 12 March 2014


The new company from former Live Nation co-chief Irving Azoff has bought half of a US-based experiential marketing agency called Pop2Life.

Having departed Live Nation right at the end of 2012, Azoff announced the launch of a new music business in partnership with the Madison Square Garden Company last September. Having kept on some of his long-term artist management clients after exiting Live Nation, at the time Azoff said his new venture would also work in TV production, live event branding and digital marketing.

P2L recently worked with one of Azoff’s artist clients, Eagles, as part of a campaign to promote the relaunch of MSGC’s Forum arena in California, and the veteran artist manager seems to now be a fan of the company. Confirming he was taking a stake in the marketing firm, Azoff told Billboard: “There is nothing in experiential marketing like Eric and his team. I can’t wait for all the fun projects we are going to execute. This is an exciting new partnership that will have my utmost attention”.

Meanwhile the there mentioned Eric, one time RCA exec and Pop2Life founder and CEO Eric Murphy, added: “This unlocks incredible opportunities for us and our clients. To be a part of Irving Azoff’s next game-changing venture is honestly the best possible scenario for Pop2Life. He’s a true entrepreneur with the uncanny ability to recognise opportunities and voids in the industry. Our goals align perfectly”.