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 “BEEPs”(Branded Entertainment Events and Promotions), like their reinvention of the Forum in Inglewood, California as “the world’s largest vinyl record," a spinning replica of the Eagles’ "Hotel California" on the building’s round roof.
Other Pop2Life projects include the HGTV #lovemusic Lodge at CMA Fest; Luke Bryan’s Crash My Party album launch/AMC’s “Hell On Wheels” Season 3 co-promotion in Nashville; Michael Bublés 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.
“Pop2Life 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,” said Irving Azoff, AMSGE Chairman and CEO.