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Smirnoff Goes EDM with 26-Festival Live Nation Deal

In Live Nation's largest EDM cross-branding to date, the company signed a deal with Smirnoff, naming the company the official vodka of 26 festivals under the Live Nation umbrella. The sponsorship will take the form of various interactions between artists and fans through the Smirnoff Sound Collective as well as other projects.

"I believe as a musical movement because of what it does, in terms of breaking artist and giving access to people who don't have instruments, EDM is just so genre-neutral," Smirnoff Global Brand Director James Bruhn told Billboard. "Look at Jack U's latest album, it's such an eclectic mix of people, and shows how dance music is a positive, fun world. We want to be a part of that." 

Live Nation teamed up with brands like 7 Up and Bud Light Platinum in 2014. In the same year, Live Nation revenue climbed to $300.3 million, a figure 5% higher than its 2014 mark. Interestingly, the company now known as Live Nation started out as the original SFX Entertainment at the turn of the millennium before founder and media mogul Robert Sillerman sold it to Clear Channel who, in turn, rebranded it. Sillerman's new, 2012-founded SFX also holds sponsorship contracts with Smirnoff in addition to having numerous arrangements with Live Nation.

Cover Photo Credit: Rukes

[H/T: Billboard]

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