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Enterprise Entertainment keeps F1 Rocking

Brand new UK company Enterprise Entertainment is set to organise and produce F1 Rocks: a host of high profile live music events tying in with 2011’s Formula One season, writes Paul Watson

London headquartered Enterprise Entertainment will organise and produce a string of high profile live music events under the F1 Rocks banner, which was successfully kickstarted last year in Singapore by Universal Music’s joint venture All The Worlds. John Simidian, who previously worked with All The Worlds, was responsible for 2010’s F1 Rocks event in Singapore. Now executive producer of events at Enterprise Entertainment, he and Chairman Robert Montague have joined forces in a bid to make F1 Rocks an international success. “When Universal departed F1 Rocks, I spoke to Bernie Ecclestone about the opportunity because I could see the potential of aligning live music with the excitement and glamour of Formula One,” says Montague. “Once 2011’s calendar is announced, we can begin to plan the shows; and a UK venue is already being looked at.” 2010’s Singapore event attracted the likes of No Doubt (pictured), Beyonce, Black Eyed Peas, Simple Minds and ZZ Top and was broadcast to over 170 countries across the globe attracting an estimated 30 million viewers. Montague says two shows are planned before the end of 2010; and in signing a multi-year deal, Enterprise Entertainment is committed to developing the F1 Rocks brand with further expansion planned each season thereafter. Simidian adds that because the plan is “organic growth”, within five years, 10 F1 Rocks shows is not out of the question. Another member of the debut F1 Rocks team is managing director of Solo Agency (and motorsports fanatic) John Giddings, who has been moved up the ranks from international agent to director of live. “I get to deal with promoters in every country where Grand Prix are held,” says Giddings. “I’m now in charge of identifying the best local promoters to work with, coordinating the talent and working out what all the deals are.” Enterprise Entertainment will employ three or four core personnel to work on F1 Rocks and local project directors will be appointed for each event. Montague adds that the door is wide open to anyone interested in sponsoring the F1 Rocks events; console and PA manufacturers in particular are invited to contact him directly: