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Virgin announces live promotion venture with Dainty Group

Tom Pakinkis
Virgin Group

With the announcement of The Rolling Stones returning to London’s O2 Arena in November, comes the launch of new global promotion venture Virgin Live.

Bringing together live promoter Dainty Group and Richard Branson’s Virgin Group, Virgin Live aims to “shake up live touring by putting the fan’s experience right at the heart of every show they promote.”

"Today marks the beginning of Virgin Live and what a beginning,” said Branson.

“In the future, Virgin Live plans to make a real difference to how fans experience, interact and enjoy live events - Virgin Live gigs will be truly people driven.

“It's great to join forces with Dainty Group to launch Virgin Live with the Rolling Stones 50th Anniversary shows,” he added. “Who would have believed, that a relationship with the band that started in the Sixties, would still be going strong five decades later with us working together again on these amazing shows." 

Paul Dainty said  “I’ve worked with the Rolling Stones for many years and I still get a buzz every time I see them live, these four shows are without doubt a must-see event. I am extremely excited about this collaboration with Virgin.  There will be a lot more to say about Virgin Live soon but, for now, it’s all about the Stones…” 

Also partnering with Dainty Group is global production company Endemol who will co-manage the international digital rights to the Rolling Stones ‘50 and Counting’ shows.  

Tim Hincks, president of Endemol Group said: "We are extremely proud to be partnering with the world’s greatest Rock ‘n’ Roll band and with the Dainty Group.  "50 and Counting" is set to be a phenomenal global celebration of the Rolling Stones and we’ll soon be announcing further plans to make it an interactive experience for fans like no other."  

This partnership between Endemol and Dainty Group will see the final Stones show, staged at the Prudential Center in Newark, NJ on December 15, telecast live via pay-per-view at 9pm ET.  The pay-per-view entitled “One More Shot” will be distributed by WWE, the world’s pre-eminent provider of pay-per-view programming. Further details of the partnership will be revealed shortly.

WWE Chairman/CEO Vince McMahon said: "WWE is ecstatic to bring The Rolling Stones into your living room, live on Pay-Per-View for "One More Shot," the last date of their 50th anniversary shows."

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Tags: richard branson, virgin, Live, The Rolling Stones, O2 Arena, Virgin Group, Dainty Group, promotion

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