11/6/2008 9:36:00 AM
O2 takes over from Carling for concert venues
O2 has signed a £4.5m deal with music events company LiveNation to brand 11 music venues from ‘Carling Academy’ to ‘O2 Academy’.
The deal means O2 customers will have priority tickets for the 11 venues as well as three other LiveNation venues from 1 January.
It gives O2 customers priority at 4,000 events a year and builds on the back of the success of The O2 which the operator rebranded when AEG took over the former Millennium Dome.
O2 said this was quite different in many aspects to The O2, given ‘the musical heritage’ of the smaller venues, which O2 said it want to nurture.
O2 underlined the contrast between the mainstream acts that perform at The O2 with the ‘grittier’, less mainstream bands that will continue to take to the stage at the new O2 Academies.
CEO Ronan Dunne said the operator aimed to build more ‘grass roots’ relationships with local communities through the music venues.