Live Nation Scoops Up AEG Live Alum Rob Hallett and His Robomagic Firm

Rob Hallett photographed at Hyde Park
Dave J Hogan/Getty Images

Rob Hallett photographed at Hyde Park on July 4, 2013 in London.

Rob Hallett, former president of international touring for AEG Live and founder of U.K. independent music company Robomagic, has joined Live Nation.

Tweeting earlier today (Feb. 27), Live Nation CEO Michael Rapino welcomed the veteran British exec to his team, calling it "great news for us… finally we work together."

Billboard understands that the deal will see Robomagic -- the London-based live company that Hallett formed in 2015, which also spans recording, publishing, artist management and brand management -- sit under the wing of the live entertainment giant.

A statement on the Robomagic website describes it as a "Live Nation music company with the desire to make the lives of both established and aspiring artistes much fairer and more equitable at its core."

Representatives of Live Nation and Robomagic didn't respond to requests to comment when contacted by Billboard.

Prior to forming Robomagic, Hallett's 10-year reign at AEG Live saw him oversee global treks (excluding North America) for a host of A-list artists, including Leonard Cohen, Jennifer Lopez, Justin Bieber, Usher and Black Eyed Peas, as well as Prince's 21-night run of shows at London's 20,000-capacity the O2 arena in 2007.

The same period also saw him look after three Bon Jovi stadium tours of Europe, beginning with the band's 2005-06 "Have A Nice Day" trek. He additionally oversaw the 2013 launch of AEG Live's annual central London-based festival "British Summertime at Hyde Park," having won the Hyde Park tender from Live Nation.

Exiting AEG Live in 2014  Hallett launched Robomagic -- named in homage to the 1973 Kurt Vonnegut novel "Breakfast of Champions," which features a company called The Robo-Magic Corporation of America -- the following year, describing it as a "new disruptive business model."

Clients listed on the company's website include TLC, Sony-signed R&B singer H.E.R., British rapper Lemz, grime collective Boy Better Know, U.S. pop boy band Why Don't We and Duran Duran, who Hallett represented in the 1980s and partnered with on their 2015 Paper Gods tour. 

Other artists that he has worked with since going it alone include Will.i.am, Mary J. Blige, Maxwell, A.R. Rahman, with Robomagic also co-producing 2016's inaugural Durban leg of New Orleans' Essence Festival.

"I'm having a lot of fun and I'm not being restricted into one little box or going down one track. I can bob and weave and disrupt as I please," Hallett told Billboard in 2016.

"The team here doesn't have boundaries, the same as I don't. If they find an opportunity that makes sense, then we go for it," added the exec, who recently partnered with Live Nation on November's Tower of Song: Memorial Tribute to Leonard Cohen at the Bell Centre in Montreal.

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