Live Nation Entertainment has acquired a majority stake in Embrace Presents, a leading Canadian venue operator and promoter of EDM concerts, festivals, and events in the Toronto area.
Embrace will continue to oversee all operations of its varied portfolio, including management of multiple local festivals and booking the 1,425-capacity Danforth Music Hall and recently renovated 400-capacity Velvet Underground.
As one of Toronto’s oldest live music venues, Danforth Music Hall will be a significant addition to Live Nation’s venue portfolio in Toronto that includes Budweiser Stage and Echo Beach in Ontario Place, and an announced plan to open a 2,700-capacity east-end venue at off-track betting teletheatre Champions Greenwood.
With the acquisition, Live Nation looks to expand its business with Embrace’s experience in developing emerging talent as well as boutique festivals and mid-size venue operations.
“Embrace has grown to become one of Toronto’s most influential leaders in live events,” said Riley O’Connor, Chairman, Live Nation Canada. “We are excited to collaborate with them on new events and utilize their ingenuity and promotion tactics to strengthen our presence in the marketplace further.”
“We are very excited to join Riley and the entire Live Nation team as we embark on Embrace’s newest chapter,” said Adam Gill, President, Embrace. “We are looking forward to growing Embrace in concert with Live Nation to present bigger and more exciting live events.”
Founded in 2001 by Gill, Embrace was started as an electronic music promoter and has since grown to become one of Canada’s top concert promoters. Geoff Bruce joined in 2008 to develop the firm's venue portfolio. With a focus on cutting edge genres, Embrace promotes a large number of concerts and boutique festivals. Upcoming shows include Helena Hauff, Robert Delong, and Magic Giant.
Gill is the son of Len Gill, a longstanding marketing executive long associated with former Live Nation CEO Michael Cohl who now runs SB2N.