Live Nation Entertainment is extending its marketing activities across Asia through a union with communications agency Parallel Contemporary Music.

The two companies have created Live Nation Marketing Partnerships Asia Limited, the goal of which is to provide live music based marketing solutions for international and local brands across Asia.

"Having successfully grown our attendance figures in Asia,” notes Michael Rapino, Live Nation Entertainment CEO and president, “we now have the opportunity to develop high margin sponsorship opportunities in line with our established businesses in North America and Europe."

The new business will be lead by Parallel Contemporary Music chairman David Ciclitira, an entertainment and media veteran who “has been instrumental in linking sponsors with several major artists across the region” over the past year, according to a joint statement. Parallel has offices in London, Singapore and Seoul.

Earlier in his career, Ciclitira was a founding partner of the World Music Video Awards where he played a key role in the creation of Broadcast Innovations, the sponsorship agency for Pepsi that orchestrated sponsorship arrangements with the likes of Michael Jackson, Tina Turner, Madonna and the Spice Girls. Also, he was one of the four original shareholders of Satellite Television Plc, the European satellite television station that was renamed Sky following the sale in 1983 of 65% of SATV to Rupert Murdoch's News Corporation.

Sponsorship is big business for Live Nation. The live entertainment giant recently reported a bumper set of figures for its third-quarter, with sponsorship showing significant growth. During the period, sponsorship and advertising revenue was up 15% to $110.2 million while contributing AOI of $83.3 million, a 12% year-over-year increase. Rapino recently told delegates at the Billboard Touring Conference that Live Nation has more than 7,800 sponsor deals, and the company is home to the industry’s largest sponsorship department.

Asia's live market is developing at a pace. Cheaper and more abundant flight routes are part of the process, while the region’s venues infrastructure is maturing, execs note.

Live Nation already operates in 10 markets across Asia through its own offices and in conjunction with local partners. According to the live music giant, it has promoted roughly 180 shows and sold 1.2 million tickets over the last two years.

Asia's live market is developing at a pace. Cheaper and more abundant flight routes are part of the process, while the region’s venues infrastructure is maturing, execs note.

Live Nation already operates in 10 markets across Asia through its own offices and in conjunction with local partners. According to the live music giant, it has promoted roughly 180 shows and sold 1.2 million tickets over the last two years.

A handful of Australian live music enterprises have launched businesses in the region in recent years. These include Sydney-based booking agency Artist Voice, which opened offices in Hong Kong and Singapore; its sister company Frontier Touring, which runs a festival in Malaysia and an Australian; and Laneway festival, which has expanded from Melbourne into Singapore.