Los Angeles-based Goldenvoice, a subsidiary of AEG Live, revealed today (Feb. 5) the launch of Art Show, a national alternative touring division to be headed by industry vet Elyse Rogers.

Art Show will make its debut this spring with a three-month North American arena trek from My Chemical Romance, which released "The Black Parade" on Reprise Records in October. Chicago punk act Rise Against will support on the first leg of the tour, and the U.K.'s Muse will take over for the second leg.

Rogers tells Billboard.biz there is no set number of tours Art Show will work on per year, and that the company “will work on tours with artists we feel strongly about.”

The company will also focus on artist development. "We work closely with the agent, manager and label on all aspects of artist development," Rogers says. "It's a team effort."

As president of Art Show, Rogers brings with her past experience as a performing artist, manager and promoter. As a teenager, Rogers served as lead singer for ska-punk band Dance Hall Crashers. And while attending college at California's UC Berkeley, she managed developing artists. Most recently, Rogers spent the last two years booking national tours at House of Blues.

Rogers says that she and Goldenvoice president Paul Tollett have known each other for years, and the move to work with him makes perfect sense.

"We both love music and have a similar sensibility in our approach to business," she says of the Coachella Valley Music & Arts Festival producer. "He respects our indie mentality because he has it himself. So we end up with the best of both worlds -- our independence within a large company."