Live Nation has launched Electronic Nation, a new division focused on expanding offerings of all electronic genres across the UK.
Based in London, Electronic Nation will be led by Cream MD Scott Barton, who handles the likes of Creamfields and Steel Yard festivals, as well as tours for some of the biggest names in dance music.
Cream is responsible for multiple tours and club shows across the country, with artists such as deadmau5, Marshmello, Porter Robinson, DJ Snake, Above & Beyond, Skrillex, Swedish House Mafia and Calvin Harris.
"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” said Denis Desmond, chairman of Live Nation UK and Ireland.
Barton said his aim for Electronic Nation is to build upon Live Nation’s continued expansion into the electronic arena.
“Electronic music has always been at the heart of what we do," he said. "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."