IHeartMedia, based in San Antonio, owns eight radio stations in Los Angeles, including KIIS-FM (102.7), KBIG-FM (104.3) and KFI-AM (640).

The company is using the stations’ broad reach to promote the festival to listeners, with millions of dollars of air time going to advertising the event in Los Angeles as well as additional spots on stations in other parts of the country.

IHeartMedia and Live Nation are sharing the costs of production and will also share revenue. Sponsors include Sprint, Pepsi and State Farm.

IHeartMedia launched its first iHeartRadio festival in Las Vegas in 2011, and since then has identified such events as a good way to promote its iHeartRadio digital platform. Earlier this year, it launched its first country festival in Austin, Texas. The company also produces a pool party-themed music festival annually in Miami.

Poleman said he’s expecting to sell out the Forum, which has a capacity of 17,505. Nosebleed tickets were selling on Ticketmaster last week for $97.75, including Ticketmaster fees. Seats just rows back from the stage were going for $439.90, including fees.

Poleman said he believes the event will be successful enough to become an annual gathering.

“That’s been our model,” he said. “We establish these benchmark events, build the brand and bring them back year after year.”

Flood Mag

A co-founder of recently shuttered L.A. music mag Filter has moved on to his next publishing venture, Flood magazine.

Filter co-founders Alan Sartirana and Alan Miller went their separate ways this summer in what they described to Billboard as an amicable split. Filter ceased publication after about a dozen years in print.

Earlier this month, Sartirana started L.A. ad agency Anthemic, which does branded content, sponsorship and other advertising work for clients such as Toyota, Guitar Center and DirecTV.

Last week, Anthemic announced that it had launched a digital publication, Flood, to cover music, entertainment and other cultural happenings.

The site employs editors who had worked at Filter, and they work separately from the ad agency staff.

Miller, meanwhile, is heading up Culture Collide, which operates a namesake music-focused website and produces music festivals.

Staff reporter Jonathan Polakoff can be reached at jpolakoff@labusinessjournal.com or (323) 549-5225, ext. 226.

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