A live performance from AC/DC, one of the acts that’s developed an experience with Black Sky Creative. Photo Credit: Infobgv
Expanding on an existing live-event buildout, Sony Music Entertainment has taken a majority stake in Black Sky Creative, a self-described producer of “revolutionary interactive branded experiences.”
The major label reached out with word of the play, executed specifically via Sony Music Masterworks, today. Founded and led by Jeff Delson (who also heads Three Ten Merchandising Services), Black Sky has spearheaded projects such as one of Olivia Rodrigo’s official fan experiences and an AC/DC “dive bar” experience.
Now, the LA-based business is poised to keep on developing “scalable experiential properties across music, social media, children’s entertainment, film, TV and gaming” as part of Masterworks’ live division.
When it comes to the near future, Black Sky and Moonbug are teeing up for this winter a “CoComelon Playdate” entertainment center located in Mall of America. Bigger picture, logic suggests that Sony Music, having previously partnered with the owner of Baby Shark on an NFT collection, may well capitalize on in-person happenings (for children’s entertainment and more) in multiple areas.
Bringing the focus back to the present, Delson will continue leading Black Sky’s day-to-day operations post-integration alongside existing partners Lee Rosen (COO) and Shannon Ramirez (chief creative officer), according to the involved parties.
And in a statement, Sony Music Masterworks head Mark Cavell underscored that forthcoming joint efforts with Black Sky won’t be confined to the core music world.
“We’re excited to be partnering with Black Sky Creative to further grow our capabilities for developing unique live entertainment experiences around fans’ favorite artists, influencers, and film/TV characters,” communicated Cavell.
“Jeff Delson, Lee Rosen and Shannon Ramirez are imaginative entrepreneurs who are leading the way in creating captivating immersive environments and events that are increasingly sought after by audiences of all ages,” concluded the former Universal Music exec.
Besides announcing the purchase of Black Sky, Sony Music Masterworks took the opportunity to reiterate some of the entities within its wider network of companies, including Luna Entertainment Group (an organizer of “location-based entertainment experiences”) and RoadCo Entertainment, which also stages “live entertainment experiences.”
Furthermore, Masterworks in May of 2023 secured a majority stake in Barcelona-based Proactiv Entertainment, itself billed as a “producer of live music and experiential events around the world.”
Of course, Sony Music is hardly alone in looking to benefit from the revenue and promotional potential of non-concert “IRL” happenings. It was only last year that Goldman-backed Fever raised another $110 million at a staggering $1.8 billion valuation, for instance.
In one of the many testaments to the sub-sector’s highly competitive nature, Fever in 2023 scored a close to $300,000 damages verdict (plus attorneys’ fees) in connection with a trademark complaint filed against C3 Live Events and its founder.
Distinct from Live Nation’s C3 Presents, the defendants allegedly infringed on the plaintiff’s trademark when staging competing “Candlelight” events. Garnishment proceedings are still underway in terms of actually collecting the verdict, and the little-discussed developments emerged as part of DMN Pro’s forthcoming one-stop database for industry litigation.
