ATG Entertainment launches ATG Live, signalling a new play in the US touring circuit

Christopher
22 hours ago
2 min read

As the live music landscape continues to shift beyond traditional touring models, ATG Entertainment has unveiled ATG Live, a new division focused on concerts, comedy, and one-off events across the United States, led by Senior Vice President Erik Newson.

Positioned as a flexible alternative to the standard national tour circuit, ATG Live will work directly with artists, promoters, and industry partners to deliver more than 500 events annually, reaching audiences of over one million across 18 venues nationwide.

The move marks a significant expansion for ATG Entertainment’s North American arm, tapping into a growing demand for curated, venue-led programming. particularly as artists look beyond conventional routing in favour of more tailored, experience driven performances.

“The launch of ATG Live marks an exciting milestone in our journey,” said Lori Hotz, CEO of ATG Entertainment North America.

“With the support of ATG Entertainment’s scale and global footprint, we’re well positioned to take on the live music and one-night events space.”

ATG’s venue portfolio includes spaces such as the Kings Theatre, the Saenger Theatre, the Orpheum Theatre, and the Majestic Theatre. Venues that are increasingly becoming key stops for artists operating outside the arena circuit.

Across these stages, ATG has already hosted a wide ranging roster spanning legacy acts and contemporary crossover talent, including Bono, Ed Sheeran, LCD Soundsystem, Underworld, Erykah Badu, Khruangbin, and Sabrina Carpenter, reflecting a programming strategy that cuts across genres while leaning into culturally resonant live moments.

For dance and electronic audiences, the model hints at a continued shift toward theatre and mid-sized venues as viable spaces for immersive live shows, particularly for acts operating between club culture and full-scale touring.

Upcoming shows under the ATG Live banner will feature artists including Santana, Jill Scott, Lily Allen, David Byrne, and Ella Mai, with further announcements expected.

Erick Newson, who joined ATG in 2023 and has overseen talent booking for the Saenger Theatre and Mahalia Jackson Theatre in New Orleans, brings decades of experience across artist management, international touring, and live event production.

“ATG Live is founded on a very specific ethos,” he said. “We want to present exceptional performances in the right spaces, while being mindful of how and where artists meet their audiences. There’s a real opportunity to offer something different from the now ubiquitous national tour circuit.”

As touring economics continue to evolve and as artists increasingly seek out more intentional, venue specific experiences ATG Live enters the market with a model that prioritises flexibility, scale, and curation in equal measure.