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Live Nation Expands Venue Portfolio in Texas and South Carolina

Live Nation is expanding its venue reach with a grand opening in Dallas and a new venue partnership in South Carolina.

The world’s largest concert promoter has teamed up with Nashville-based promoter NS2 and Madison, Wisconsin-based promoter FPC Live in an exclusive partnership for Charleston, S.C.’s  Music Farm. The Music Farm has been shuttered due to the pandemic but is expected to reopen under the new partnership in 2022, with enhancements and renovations currently underway. Live Nation will book the Music Farm in collaboration with the NS2 talent team. FPC Live, a joint venture between Live Nation and Frank Productions formed in 2018, will manage and operate the 650-person capacity club. 

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“We are thrilled to be bringing The Music Farm back in 2022 with great new experiences for artists and fans,” said president of Live Nation Southeast Grant Lyman in a release. “The Music Farm has been part of the fabric of city for decades and we look forward to continuing that legacy as Live Nation helps more artists connect with their fans in Charleston.” 

The Music Farm will add to Live Nation’s presence in South Carolina, which also includes the House of Blues in Myrtle Beach, CCNB Amphitheatre at Heritage Park in Simpsonville and more.  

In Dallas, Live Nation has also announced the grand opening of the promoter’s newest venue, The Echo Lounge & Music Hall. Developed in partnership with Mark Cuban and the Dallas Mavericks of the National Basketball Association, the 1,000-capacity club will join Live Nation’s slate of club and theater venues across the country.  

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Live Nation first announced the partnership with Cuban in January 2020 under the name HiFi, but postponed its opening due to the pandemic. The 25,000-square-foot club will be located just south of the Dallas Mavericks practice facility on land purchased by Cuban.  

“I’m super excited for the opening of the Echo Lounge & Music Hall,” said Cuban in a release. “This takes the Design District to the next level in its move towards being an entertainment destination. And, with the tunnel between the American Airlines Center side and Design District side of the highway being finished, it will be an exciting post game place to have fun and see live shows!” 

The Echo Lounge & Music Hall grand opening concert lineup will begin with Mayer Hawthorne on Nov. 1. For the remainder of the year and into 2022, the venue will welcome Madison Beer, 100 gecs, Pink Sweat$, Glitch Mod, Fletcher, Eric Nam and more.  

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“The Echo Lounge & Music Hall is going to be a great new venue for artists to play in Dallas,” said Live Nation Entertainment CEO Michael Rapino in a release. “There’s lots of opportunity to bring more concerts to the city, and we really value having the hometown partnership with Mark Cuban and the Mavericks in creating this space.” 

The new venue, which consists of a main music hall, lounge and outdoor patio will add to Live Nation’s portfolio in Dallas, which already includes the House of Blues in Victory Park featuring a 1,650-capacity main hall as well as the 400-capacity Cambridge Room. The industry giant also controls the Toyota Music Factory in Irving that can hold anywhere between 2,500 and 8,000 fans.