Iriving Azoff's Azoff MSG Entertainment has acquired a 50% stake in New York-based marketing and music agency Pop2Life. P2L is known for creating buzzworthy âBEEPsâ(Branded Entertainment Events and Promotions), like their reinvention of the Forum in Inglewood, California as âthe worldâs largest vinyl record," a spinning replica of the Eaglesâ "Hotel California" on the buildingâs round roof.
Other Pop2Life projects include the HGTV #lovemusic Lodge at CMA Fest; Luke Bryanâs Crash My Party album launch/AMCâs âHell On Wheelsâ Season 3 co-promotion in Nashville; Michael BublÃ©s album launch at the Atlantis, Paradise Island and the upcoming Food Network in Concert experience near Chicago.
The partnership with AMSGE, the joint venture between Azoff Music Management and the Madison Square Garden Company, gives P2L access to resources and funding that will be used for expanding their business and creating new consumer events for Pop2Life clients.
âPop2Life is another key acquisition for Azoff MSG Entertainment in the marketing and branding space, as we work to redefine the way that brands interact with consumers through the most creative channels, including music, social media, and experiential content,â said Irving Azoff, AMSGE Chairman and CEO.