Live & Touring

Azoff-MSG Entertainment Acquires Stake In Event Producer On Board Experiential Marketing

image from si.wsj.netSince exiting Live Nation, super-manager Irving Azoff has focused on building a diverse modern music and entertainment company that includes growing opportunities in cross-marketing, rights management, direct to fan monetization and now event creation.


On BoardAzoff MSG Entertainment has acquired an interest in On Board Experiential Marketing, a company that combines brand placement, technology with live events. 

The partnership with Azoff-MSG, the joint venture between Azoff Music Management and the Madison Square Garden Company, provides OBE access to talent and resources to support the launch of live experiences across multiple platforms. Events created by the company include the Nike Women's Marathon and the The Live Bear Naked Tour, which will see the granola maker sponsor the Warrior Dash Series, Rock 'n Roll Marathons, and other active lifestyle events With headquarters in San Francisco and offices in Los Angeles, Portland (Ore), and Washington DC, OBE is led by partners, Founder & CEO Dan Hirsch and President Deb Lemon. The company's clients include Nike, DOW, Google, Kellogg’s (Kashi, Bear Naked Granola, MorningStar Farms), Genentech, Mrs. Meyer’s Clean Day, Sungevity, MuleSoft. 

OBE was launched in 1995 with with events that combined music and snowboarding – and developed integrated experiential marketing campaigns that captured the imagination of consumers. Beginning with the development of the first snowboard jump in the middle of summer in Austin, Texas with 150 tons of snow and has since progressed to include social media and technology, such as the implementation of RFID components at live events. 

“OBE is a great company and I welcome them into the AMSGE family,” said Irving Azoff, CEO of Azoff MSG Entertainment. “Dan Hirsch and Deb Lemon have created truly authentic, innovative campaigns and we look forward to working with them to expand their business to the entertainment community.” –  Celebrity Access

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