Goldenvoice is targeting EDM via a strategic partnership with San Diego-based LED (my Life Every Day), Billboard has learned. The deal is the Coachella producer’s first with an external promoter.
“With the respective growth of Goldenvoice and LED the past few months, teaming up will allow us both increasing our presence throughout California, and in new projects to come,” says Paul Tollett, Goldenvoice President.
A relatively new player on the dance music scene, LED was founded in 2009 by partners Tyson Ziebarth, Kevin Wiles and Johnny Shockey, a former professional hockey player. Since then, the company has produced over 300 club nights and several festivals, like the recently announced OMFG! NYE, featuring Boys Noize and Madeon. It also operates two nightclubs, Bang Bang and Voyeur.
“It doesn’t change much as our operations go; it’s more about expanding, and having access to the resources of AEG and Goldenvoice,” says Shockey of the deal. “Financial resources, but also different towns and cities; San Francisco and Los Angeles, as well as San Diego.”
The partnership will also enable LED to challenge current Cali leader Insomniac Events – which promotes club nights as well as its marquis Las Vegas festival Electric Daisy Carnival - and its parent company Live Nation. But Shockey says that’s not the focus.
“You’re aware of your competition, but it’s not about looking over your shoulder to see what everyone else is doing,” he says. “It’s more, ‘What are we doing to stay our own path?’”
LED has used its range of venues – small clubs, bigger clubs, festivals, and the Sports Arena at San Diego’s Valley View Casino Center, where it’s booked shows acts like Deadmau5 and Avicii – to gradually develop artists in the California market, including Dada Life and Pitbull collaborator TJR, a San Diego local.
“We built ourselves into a machine,” says Shockey. “I think there’s a wide range of things in dance music to understand; different genres, moving parts, with a crowd that continually moves. Trends change all the time; you have to be ahead of them.”