Live Nation UK has launched a new electronic music division.
Scott Barton, the world division of Cream of the live promoter, will lead the new company. Based in London, Electronic Nation will focus on expanding EDM festivals, its promotion, tours and club shows in the UK.
Barton, a 25-year veteran EDM, currently oversees the Steel Yard and Creamfields music festivals. The latter, a four-day festival, was first launched in 1998. Creamfields has attracted big 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 from 22nd to 25th August.
Steel Yard, a portable arena of 15,000 heads, debuted for the first time in Liverpool three years ago. Steel Yard hosted sold-out shows for Above & Beyond, Eric Prydz and Armin van Buuren.
“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.“
Denis Desmond, President of Live Nation UK and Ireland, added:
“With the exceptional record of Scott who manages the global brands Cream and Creamfields, this new division represents an important step forward for Live Nation and for artists and artists of this genre.”