Azoff MSG Entertainment (AMSGE), the joint venture between manager Irving Azoff and the Madison Square Garden Company, has acquired a 50% stake in experiential marketing agency Pop2Life (P2L).

Financial terms of the deal were not disclosed.

Earlier this year, P2L created the giant replica of the Eagles' Hotel California album atop the Forum in Inglewood, Calif., ( pictured below) to promote the band's re-opening of the Forum. That stunt is a prime example of P2L's signature “BEEPs” -- branded entertainment events and promotions.

 

"There is nothing in experiential marketing like Eric and his team," Azoff tells Billboard. "I can't wait for all the fun projects we are going to execute. This is an exciting new partnership that will have my utmost attention."
 
The partnership with AMSGE gives P2L access to resources and funding that will be dedicated to expanding P2L's business and creating unique consumer events for Pop2Life clients.

“This unlocks incredible opportunities for us and our clients," Pop2Life founder/CEO Eric Murphy said in a statement. “To be a part of Irving Azoff’s next game-changing venture is honestly the best possible scenario for Pop2Life. He’s a true entrepreneur with the uncanny ability to recognize opportunities and voids in the industry. Our goals align perfectly.”
 
Other recent P2L projects include the HGTV #lovemusic Lodge at CMA Fest; Luke Bryan’s Crash My Party album launch/AMC’s “Hell On Wheels” Season 3 co-promotion in Nashville; Michael Bublé album launch promotion at Atlantis, Paradise Island; and multiple, high profile iHeartRadio events. P2L recently announced the Food Network in concert experience, to be held Sept. 20 at Ravinia in Highland Park near Chicago. The event will be headlined by John Mayer.
 
Pop2Life was founded in 2003 by Murphy, a former VP of marketing and promotion at RCA Records, who was involved in launching the careers of such acts as 'NSYNC, Dave Matthews Band, and Christina Aguilera.  P2L clients include Clear Channel Media, MTV Networks, HGTV, AMC, Cartoon Network, Dreamworks, Food Network, NBC and many more.