Live Nation Expands EDM Business

This week live nation inked a deal with Smirnoff vodka to sponsor 26 electronic-dance-music (EDM) festivals, including Wonderland and Electric Daisy. The deal is a significant expansion into EDM for Live Nation, and is actually the company's largest EDM branding deal to date. According to Billboard, the deal will involve "Smirnoff providing intimate experiences at each festival that will vary by territory, each anchored in interactions between artists and fans". Read more about the Live Nation/Smirnoff partnership, and more about Live Nation's global branding efforts here.