Outside Lands Promoter Another Planet Entertainment Turns 15; Lars Ulrich & Marc Geiger Pile on the Praise

Another Planet Entertainment
Photo by Josh Withers/Courtesy of Another Planet Entertainment

Another Planet Entertainment

Indie concert promoter continues to defy odds against corporate consolidated landscape

Another Planet Entertainment, one of the nation's largest independent full-service concert production, artist management and venue operating companies with offices in Berkeley, Calif. is celebrating 15 years in business this month. Another Planet was founded on July 18, 2003 by music industry icons Gregg Perloff -- then President of Bill Graham Presents — who cashed out his savings to form the company with BGP colleagues Sherry Wasserman and Steve Welkom. The trio started Another Planet utilizing their three-decade history in Bay Area music and today Another Planet is considered one of the largest indie concert promoters in North America.

"When we decided in 2003 to start this business, it was a big risk," said Another Planet CEO Perloff in a statement to Billboard. "The industry was being consolidated at a rapid rate causing it to become corporate. It wasn't our style. We wanted to stay true to our values; bring the right artists to the right audience in the best venues."

The first concert Another Planet produced was Bruce Springsteen and the E Street Band at Pac Bell Park (now AT&T Park) in San Francisco on Aug. 16, 2003. A stadium show of that size is a big undertaking for any new concert company, but Another Planet managed to organize and stage the show in less than six weeks.

Allen Scott and his firm Mystery Machine Productions merged with Another Planet in November 2003 and Scott’s talent in identifying and developing promising new acts in various genres helped solidify the company’s executive team. Today, Another Planet produces world-class music festivals including Outside Lands in San Francisco, Life Is Beautiful in Las Vegas and Treasure Island Music Festival in the Bay Area. Another Planet is also the local producing partner for Comedy Central Presents Clusterfest in San Francisco.

"Outside Lands is the quintessential San Francisco music experience that perfectly marries the history, the attitude and the geographical wonder of the Bay Area that we’re lucky enough to call our home base,” Metallica drummer Lars Ulrich tells Billboard in a statement. “We are privileged to have played twice. There is no other musical gathering like it in NorCal. Congratulations to everyone at Another Planet on 15 years!"

In recent years, APE has added divisions in corporate events, artist management and comedy, producing private events for companies like Pixar, Apple, Dropbox and managing international touring artists Tycho, Nicki Bluhm, Amen Dunes, Madeline Kenney, Poolside and Minna Choi. Another Planet's comedy division has produced shows for Amy Schumer, Hannibal Burress, Dave Chappelle, Tiffany Haddish and more.
 
Another Planet has also helped revitalize neighborhoods, like the now vibrant Uptown area in Oakland, by restoring the historic Fox Theater. It has been able to help the Bay Area philanthropically by bringing talent to charity events for organizations like Tipping Point and Band Together Bay Area, and continues to fund the music therapy program at UCSF Benioff Children’s Hospitals. 

Today, Another Planet promotes more that 650 events annually at venues it exclusively operates like Greek Theatre at UC Berkeley, the Bill Graham Civic Auditorium in San Francisco, The Independent in San Francisco, the Fox Theater Oakland and Lake Tahoe Outdoor Arena at Harveys, as well as partner venues throughout California and the West Coast.

"APE is one of the top independent promoters in the entire world. Their position in the Bay Area and Northern California since they opened 15 years ago is enviable," said Marc Geiger, partner and head of music at WME, in a statement to Billboard. "They have incredible legacy, experience, creativity and some of the best venues in the world ."

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