Michael Swier, co-owner of Bowery Ballroom and Mercury Lounge is joining Live Nation to create Mercury East Presents a New York-branded promoter company. The move comes nearly a year after AEG purchased Bowery Presents and eight months after AEG joined Brooklyn Sports and Entertainment to buy Webster Hall.
Swier and Live Nation’s new venture now includes Swier’s Mercury Lounge and Bowery Ballroom — the venues ended their long relationship with Bowery Presents in August — as well as Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk. AEG / Bowery Presents manages the Music Hall of Williamsburg, Terminal 5, Rough Trade and the new Brooklyn Steel.
Mercury East will also book and promote at New York’s open rooms including Madison Square Garden, Barclay’s Center, The Beacon Theater and Radio City Music Hall, and collaborate with Founders Entertainment which operates Governors Ball on Randall’s Island and Meadows Music & Arts Festival at Citi Field. Live Nation produced 2,000 events in New York for more than 5.5 million fans in 2016.
“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 in a statement. “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.”
The Mercury Lounge was opened in 1944 and operates as a 250-cap boutique music venue, while Bowery Ballroom is a 575-capacity space that was converted into music in 1998.
“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,” Swier, co-founder of Mercury East, the Bowery Ballroom, the Mercury Lounge, and other sound-forward music venues said in a release. “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.”
Mercury East will be based out of Live Nation’s new east coast offices on 15th street in the Meatpacking District.
Learn more at MercuryEastPresents.com