Live Nation UK has launched a new electronic music division.
Dubbed Electronic Nation, Scott Barton, the global live promoter’s division of Cream, will lead the new company. Based in London, Electronic Nation will focus on expanding the company’s EDM festivals, tours, and club performances in the United Kingdom.
Barton, a 25-year EDM veteran, currently oversees the Steel Yard and Creamfields music festivals. The latter, a four-day festival, first launched in 1998. Creamfields has attracted major names in the EDM genre, including Calvin Harris, Tiësto, deadmau5, Eric Prydz, Carl Co, Swedish House Mafia, The Chainsmokers, Skrillex, and The Chemical Brothers, among many others. The event also has events in Chile, Abu Dhabi, Ibiza, Malta, China, Brazil, Argentina, Peru, Australia, and Hong Kong.
The 2019 edition of Creamfields UK will take place August 22nd to the 25th.
Steel Yard, a portable 15,000-capacity arena, first debuted in Liverpool three years ago. The event takes place in both London and Liverpool. Steel Yard has hosted sold-out performances for Above & Beyond, Eric Prydz, and Armin van Buuren, among others.
Steel Yard London 2019 took place between May 25th and May 26th.
Live Nation’s Cream has grown into a club business for multiple tours and shows. The company has worked with artists deadmau5, Marshmello, Porter Robinson, DJ Snake, Above & Beyond, Skrillex, Swedish House Mafia, Calvin Harris, and others.
Speaking about the launch of Electronic Nation and Barton’s appointment, Denis Desmond, Chairman of Live Nation UK and Ireland, said,
“With Scott’s outstanding record managing global brands Cream and Creamfields, this new division is a major advance for Live Nation and for artists and acts in this genre.“
“Electronic music has always been at the heart of what we do. We have a dedicated team who work hard to connect fans to electronic music events across the UK. As the scene continues to grow, the knowledge and experience we have is key to our success.“
Featured image by Live Nation.