This week, the owner of Bowery Ballroom and Live Nation Entertainment announced the creation of a new booking and promotions venture called Mercury East Presents. The strategic move will allow for pooling of resources. The partnership aims to improve the delivery of high-quality entertainment to music lovers in New York City.
This venture brings clubs and theaters owned by Swier and Live Nation together under one marketing umbrella, including Mercury Lounge and Bowery Ballroom, Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk. Mercury East Presents plans to continue to expand the network over time and capitalize on partnerships which strengthen the city’s live entertainment industry.
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,” says Michael Swier, co-founder of Mercury East, the Bowery Ballroom, the Mercury Lounge, and other venues. “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.”
Bowery Ballroom and Mercury Lounge have long been cornerstones of the New York music scene. They’ve attracted the best in local, national and international talent to perform for intimate audiences at their historic locales.
Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that
complement the greater Live Nation portfolio,” said Michael Rapino, President and CEO, Live Nation Entertainment.
“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.”