Live Nation has launched a new booking venture called Mercury East Presents having linked up with Michael Swier.
Swier is co-owner of New York City venues Bowery Ballroom (pictured) and Mercury Lounge, and an original founder of the Bowery Presents.
Under the agreement, Mercury East will look to unite venues throughout New York City under one umbrella.
The new firm will work to establish a network of clubs and theatres, including Swier’s Mercury Lounge and Bowery Ballroom, Live Nation’s Irving Plaza, Gramercy Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk.
The group will continue to expand this portfolio and will assist in growing artists by bringing acts to NYC’s most venerable open rooms, including Madison Square Garden, Barclay’s Center, The Beacon Theater and Radio City Music Hall.
“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 chief executive of 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.”
Mercury East will also collaborate with Founders Entertainment, which have introduced hundreds of new artists to the New York market through appearances at their Governors Ball, Meadows Music & Arts Festival and festival after parties.
Swier’s Bowery Ballroom has hosted thousands of events since its opening in 1998, and is nationally recognised as one of the premier live music venues in the city thanks to its talent bookings and intimate performance atmosphere. Well known to music lovers, The Mercury Lounge continues to offer a boutique vibe, welcoming crowds of 250 since its opening in 1994.
“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,” said Swier.
“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.”
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