Bowery Presents Founder Michael Swier and Live Nation have joined forces to launch Mercury East Presents, a new promotions and booking firm focused on the live music market in New York City.
Michael Swier is co-owner of Bowery Ballroom and Mercury Lounge and an original founder of the Bowery Presents and Live Nation Entertainment.
Mercury East’s mission statement is to unite venues throughout the city under one umbrella, including Swier’s Mercury Lounge and Bowery Ballroom, Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk.
The venture intends to expand this portfolio and says it will assist in growing artists by bringing acts to venues such as Madison Square Garden, Barclay’s Center, The Beacon Theater and Radio City Music Hall.
Mercury East will also collaborate with Founders Entertainment, who have managed appearances for artists at their Governors Ball, Meadows Music & Arts Festival and festival after parties.
“The foundation of Mercury East reaffirms our commitment to quality and streamlines production by officially uniting the venues we own and operate with our key partners.”
Michael Swier, Mercury EAst Presents
“Swier and his team are the total package, delivering industry expertise, relationships, and landmark venues that complement the greater Live Nation portfolio,” said Michael Rapino, President and CEO, Live Nation Entertainment. “Mercury East is the ideal partnership, and will allow Live Nation to bring New York’s residents and visitors more music and events than ever before.”
Swier added: “The foundation of Mercury East reaffirms our commitment to quality and streamlines production by officially uniting the venues we own and operate with our key partners. The team behind Mercury East remains focused on cultivating bands throughout all stages of their success, as well ensuring audiences have a premium experience, from ticket purchase to show’s end.”
Mercury East will be based out of Live Nation’s new east coast headquarters on 15th street in the Meatpacking District.Music Business Worldwide