Published Feb 05, 2019Entertainment titan Live Nation has announced it has acquired a majority stake in Toronto area concert promoter Embrace.
A press release explains that Embrace will continue to oversee booking and operation of local venues such as the Danforth Music Hall and the Velvet Underground, in addition to multiple local festivals. Terms of the acquisition were not disclosed.
Per the release, the companies "plan to combine Embrace's expertise developing emerging talent, boutique festivals and mid-size venue operations with Live Nation's extensive resources to bring even more live events to Canada."
"Embrace has grown to become one of Toronto's most influential leaders in live events," Live Nation Canada chairman Riley O'Connor said in a statement. "We are excited to collaborate with them on new events and utilize their ingenuity and promotion tactics to further strengthen our presence in the marketplace."
Embrace president Adam Gill added, "We are very excited to join Riley and the entire Live Nation team as we embark on Embrace's newest chapter. We are looking forward to growing Embrace in concert with Live Nation to present bigger and more exciting live events."