Live Nation Australasia and UNIFIED have announced today that the two companies would be joining forces to form a touring partnership under the name Live Nation & UNIFY Present. One of the biggest brands in global live music and one of Australia’s most successful heavy music brands, the partnership is a match made in heaven.
Kicking things off with Bring Me The Horizon as their first tour, there is already talk of a second announcement soon to come.
Building itself a strong reputation for success off the back of their work with artists like The Amity Affliction, Violent Soho and more, UNIFIED have moved into their own events recently. Running the critically acclaimed and sold out UNIFY events in 2015 and 2016, moving further into touring makes sense for the company. Especially following the collapse of Soundwave and with Live Nation willing to inject some cash and global know how.
As one of the leading promoters world wide, Live Nation obviously bring a lot to the table in this deal. Their considerable pedigree with heavy music also make the two companies a good match, Live Nation having toured some of the biggest names in rock and metal such as Metallica, Black Sabbath and Linkin Park, as well as working with less established acts like Soilwork and Tonight Alive.
The two companies have even worked together before on this year’s Big Ass Tour, which saw UNFIED artists The Amity Affliction playing with A Day To Remember for what was the biggest heavy music event in 2015.
Live Nation also run Download Festival in the UK which was recently rumoured to possibly be expanding to Australia. And while there has been no word from Live Nation on that front, seeing as though UNIFIED have done so well with their UNIFY events, this partnership may be part of a move to shore up local support for the European mega-festival’s Australian arrival. We can only hope.
I can’t wait to see what these two come up with, suffice to say any others looking to break in the heavy music market in Australia following the collapse of Soundwave now have some real big competition.