Powerful venue operator Academy Music Group is expanding its presence into UK Student Unions, which it says “once formed the backbone of the live touring circuit”. The new management deals concern two SU venues in Liverpool and Hertfordshire.
Whilst The Forum is part of the University of Hertfordshire’s new state-of-the-art £38m development, the Liverpool Guild of Students is one of that city’s largest venues with a main room capacity of 2,300. AMG aims to host 120 events across the two university sites in 2010.
AMG CEO John Northcote (pictured) commented: “AMG puts considerable investment into every new site, somewhere between £4m and £6.5m in major towns and cities in the UK, ensuring they are the ‘must play’ premier venues. Students’ Union venues are now looking to the expertise within AMG that the industry expects from booking gigs and club nights, to promotion, marketing and its technical infrastructure. This management deal will create further key venues, operated to a high standard in wider reaching locations with improved facilities that promoters can now utilise on the touring circuit, with the full backing of AMG.”
Offering a venue perspective, The Forum’s commercial director, Max Ross, remarked: “Having provided live gigs and club nights to Hertfordshire students for decades, the University of Hertfordshire Student’s Union has long been an industry-leader in the student music market and is excited to bring our venue management and entertainment expertise to the general public in partnership with AMG.”