Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge, will join Live Nation for a new booking and promotions company called Mercury East, focusing on live music in New York City, according to report by Pollstar.
The partnership comes almost a year after Bowery Presents, a promotion company Swier founded, was purchased by promotion giant AEG. Swier left Bowery Presents in August, but retains co-ownership of Bowery Ballroom and Mercury Lounge. His partnership with Live Nation will form a venue and theater network that adds to those Irving Plaza, Gramercy Theatre, Warsaw, and Ford Amphitheater at Coney Island Boardwalk.
Mercury East will also book and promote at New York’s open rooms such as Madison Square Garden, Barclays Center, The Beacon Theatre, and Radio City Music Hall, and will collaborate with Founders Entertainment, which produces some of the city’s largest festival events like Governors Ball and Meadows Music & Arts Festival.
“Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that complement the greater Live Nation portfolio,” Live Nation President/CEO Michael Rapino said in a statement. “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.”
“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,” Swier added. “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.”
The new company’s website is up and running at www.mercuryeastpresents.com.