Event producer AEG has announced it is launching its own branded content division for music and sports – including festivals and arenas – using the latest tech.

Dubbed AEG Studios, the division will handle the creation, production and development of original content as well as its brand partners, according to a press release. The new division will work as an extension to AEG’s Global Partnership group.

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AEG Studios’ content will be delivered across digital, print, mobile and video avenues in an effort to engage various target audiences. The new division will bring its partners closer to the heart of live events using bleeding-edge virtual reality and 360-degree video, documentary and episodic programming to name a few, the press release said. 

 “Our partners are asking for great storytelling through original content,” said Andrew Klein, SVP of AEG Global Partnerships. “We have listened, and are now building a world-class production company with the most innovative creators in the sports and entertainment business.”

The content will be “fresh, targeted and shareable,” the press release said, and “is uniquely positioned to bring its brand partners’ content to life across AEG’s festivals, concerts, sports, arenas and more.”

AEG Studios was created in response to partners growth and demand for originally-produced content, the press release said. AEG has already worked with companies like Renaissance Hotels, Uber, H&M, American Express and others, and will continue to expand its scope under AEG Studios.

“We’re known for bringing our partners’ messages to life through cutting-edge campaigns,” Klein said.

Raymond Leon Roker, a veteran content strategist, will oversee the AEG Studios initiative as head of the division across music, sports and facilities

Maggie O'Brien

Maggie O'Brien

Maggie O'Brien has been a journalist for more than 15 years. She's covered everything from from crime to politics to fitness. Writing about bands and shows takes her back to the days of going to punk rock shows in the Midwest.
Maggie O'Brien

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