Live Nation has launched a new electronic music division within the company in an effort to expand its reach in the Asian market.

Live Nation Electronic Asia will involve event production and promotion to meet the region’s increased demand for the EDM genre.

Hong Kong independent promoter Jim Wong, who has extensive experience in the EDM industry, will oversee Live Nation’s push in Asia.

Wong has promoted and booked more than 500 acts for in-demand concerts, club gigs, and festivals over the past three-years in mainland China and Hong Kong.

Alan Ridgeway, Live Nation president of international and emerging markets, said: “Our overarching goal is to connect artists and fans for unparalleled live music experiences, and it’s undeniable that fans in Asia, especially China, are eager for more electronic music.

“Combining Jim’s (Wong) experience with Live Nation’s network and resources allows us to accelerate our presence in this genre, giving fans even more electronic music performances through both concerts and festivals.”

Tiësto’s upcoming tour to support his album ‘Clublife Vol. 5: China,’ is the first booking on Live Nation Electronic Asia’s bill. The tour launches in Shanghai, with eight dates lined up throughout the country starting in October.

Meanwhile, Live Nation has teamed up with Samsung to broadcast British rock band Coldplay’s ‘A Head Fill of Dreams’ tour live through virtual reality (VR) at Chicago’s Soldier Field.

Fans globally will be able to virtually sit in the best seats in the house, according to Live Nation and Samsung, for the performance using Samsung Gear VR powered by Oculus.

VR fans will able to access live coverage from 8.30pm CT, on August 17. A replay will also be available on Samsung VR for a limited time.

The technology is available in more than 50 countries at no additional cost than the price of the equipment. Fans will need the Gear VR headset along with a compatible Samsung smartphone.

“Live Nation is a trailblazer when it comes to producing live virtual reality concerts, and we’ve been excited to bring Coldplay into the mix since announcing our collaboration with Samsung and Gear VR in late May,” said Kevin Chernett, vice president, global partnerships and content distribution at Live Nation.

“We not only give fans the best in-seat experience, but we’re also committed to working with the best technologies to provide every music fan an extraordinary concert experience, regardless of where they are.”

Image: Live Nation