Live Nation Entertainment Inc. announced a partnership on Tuesday with Music Management International Corp. that will allow the Beverly Hills company to promote concerts in the Philippines.
MMI, led by Rhiza Pascua, is one of the leading promoters in the Philippines. In recent years, it has brought concerts by Maroon 5, Rihanna, Justin Bieber, Katy Perry and Bruno Mars to Asian audiences. The first product of the partnership with Live Nation will be a tween-friendly One Direction concert in Manila this March.
The partnership is part of “an ongoing effort towards the globalization of our business,” said Jacqueline Peterson, a Live Nation spokeswoman. She cited previous Live Nation concerts in Hong Kong, Singapore, Taiwan, Beijing, Shanghai and Japan.
“Following the recent addition to our network in Taiwan, this partnership with Rhiza in the Philippines means we can now provide artists a turnkey solution connecting them with the leading promoters across this rapidly growing region and further expands our global footprint, which includes operations in more than 40 countries,” Michael Rapino, Live Nation’s chief executive, said in a statement.
Live Nation merged with Ticketmaster five years ago and is now the biggest concert company in the world.