N.Y. firm focuses on sponsorship, talent, production.

Sponsorship/marketing firm Momentum Worldwide has formed a new event production and music sponsorship division, Momentum Music and Entertainment (MME). Based in New York, MME will specialize in sponsorship strategy, talent sourcing and event production for music events.

Recent Momentum music projects include a concert in Manhattan's Battery Park, associated with the Tribeca Film Festival, that featured Van Morrison, Bono, Steve Winwood, Macy Gray and the Black-Eyed Peas, and the Save the Music concert at L.A.'s House of Blues, with Elvis Costello & the Imposters, Stevie Wonder, the Strokes, Counting Crows, Jewel and Mary J. Blige.

Momentum clients include Anheuser-Busch, American Airlines and American Express.

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