Live Nation and Michael Swier, co-owner of two of New York City's most iconic music venues, have announced a new promotions and booking joint venture called Mercury East Presents. The name is a nod to one of Swier's venues, Mercury Lounge, the little sister of Swier's other landmark space, Bowery Ballroom.
Both concert venues were formerly booked by The Bowery Presents, which Swier co-founded with John Moore and earlier this year sold off to AEG Presents. In early August, the Moore-led Bowery Presents announced it was parting ways with Swier and the Bowery Ballroom/Mercury Lounge, paving the way for a courtship with Live Nation.
Mercury East will be focused on the NYC live market and have a portfolio that includes the Bowery and the Mercury, along with Live Nation's Irving Plaza, Gramery Theatre, Warsaw and Ford Amphitheater at Coney Island Boardwalk. The firm will also lend a hand booking open rooms like The Beacon Theater and Madison Square Garden, and will collaborate with Founders Entertainment, the team behind Governors Ball and The Meadows.