Live Nation has launched a new electronic division in the UK to expand its offerings of all electronic genres across the region.

Electronic Nation will be based in London and will encompass all electronic music at Live Nation UK, such as the Creamfields festival, artist tours, clubs and shows.

The UK edition of Creamfields, which is now one of the genre’s biggest events globally, will this year feature big industry names such as Swedish House Mafia and Calvin Harris.

Scott Barton, the managing director of Live Nation’s Cream brand, will head up the division.

Denis Desmond, chairman of Live Nation UK and Ireland, said: “With Scott’s outstanding record managing global brands Cream and Creamfields, this new division is a major advance for Live Nation and for artists and acts in this genre.”

Barton, who also leads European festival operator Superstruct, said he hopes to drive the firm’s “continued expansion into the electronic arena, with the aim of connecting big-name dance acts to more fans across the UK through tours and festivals.”

He added: “Electronic music has always been at the heart of what we do. We have a dedicated team who work hard to connect fans to electronic music events across the UK. As the scene continues to grow, the knowledge and experience we have is key to our success.”

In August 2017, Live Nation launched a similar division within the company, led by Jim Wong, in an effort to expand its reach in the Asian market.