Sony Music Entertainment has acquired a majority share in Black Sky Creative, a company that specializes in producing “revolutionary interactive branded experiences,” therefore expanding its live-event buildout.
The big label announced the play today, specifically through Sony Music Masterworks.
Established and directed by Jeff Delson, who also serves as the CEO of Three Ten Merchandising Services, Black Sky has pioneered initiatives like an official fan experience for Olivia Rodrigo and an AC/DC “dive bar” experience.
Returning our attention to the present, the parties involved state that Delson will work with current partners Lee Rosen (COO) and Shannon Ramirez (chief creative officer) to continue overseeing Black Sky’s daily operations after merger.
Additionally, Mark Cavell, the head of Sony Music Masterworks, emphasized in a statement that upcoming collaborations with Black Sky will not be limited to the mainstream music industry.
Cavell said, “We’re thrilled to be working with Black Sky Creative to expand our capabilities for creating distinctive live entertainment experiences centered around fans’ favorite musicians, influencers, and movie/TV characters.”
“Entrepreneurs with imagination, Jeff Delson, Lee Rosen, and Shannon Ramirez are setting the standard for captivating immersive environments and events that are in high demand among audiences across all age groups,” the former Universal Studios president said.
In addition to announcing the acquisition of Black Sky, Sony Music Masterworks used the occasion to restate the names of a few organizations that are part of its larger network, such as RoadCo Entertainment, which produces “live entertainment experiences,” and Luna Entertainment Group, which arranges “location-based entertainment experiences.”
Additionally, in May 2023, Masterworks acquired a controlling share in Proactiv Entertainment, a company based in Barcelona that describes itself as a “producer of live music and experiential events around the world.”
Of course, Sony Music is by no means the only company hoping to capitalize on the income and advertising opportunities presented by “IRL” events other than concerts. For example, Fever, backed by Goldman Sachs, only raised an additional $110 million at a whopping $1.8 billion value last year.
One of the many examples of the intense competition in the subsector is the fact that Fever in 2023 won a verdict of about $300,000 in damages (plus legal costs) in relation to a trademark complaint brought against C3 Live Events and its creator.
In contrast to C3 Presents by Live Nation, the defendants were accused of violating the plaintiff’s trademark by organizing rival “Candlelight” events. In terms of actually collecting the verdict, garnishment proceedings are still in progress. The little-discussed changes became visible when DMN Pro announced that it will be launching a one-stop database for industry litigation.
