In a grand event held on April 25 at Rockwell at The Fifth, Live Nation announced the launch of Live Nation Philippines through the strategic acquisition of Music Management International (MMI).
Rhiza Pascua, MMI founder has also been appointed to the role of Managing Director Live Nation Philippines, signalling further growth of the entertainment company across Asia.
Since its inception three decades ago, MMI, spearheaded by Pascua, has been the leading promoter in the Philippines. When the world’s more prominent artists skipped going to Manila, Pascua worked diligently to convince artists, managers, and agents and put the country firmly on the global touring map of Asia.
In recent years, MMI has promoted the most number of sold-out concerts in the territory, including Madonna, Coldplay, U2, Harry Styles, Bruno Mars, Niall Horan, Maroon 5, The Chainsmokers, Dua Lipa, LANY, and many more.
Roger Field, President of Live Nation Asia Pacific, cited Pascua as a formidable operator who has put the Philippines firmly on the global touring map.
“We have a long-standing and successful relationship with MMI, and the launch of Live Nation Philippines is the natural next step in our committed growth in the Asia Pacific region. MMI adds another part to our network and our vision to deliver exceptional live entertainment experiences to music fans and more opportunities for artists to grow their audience across the world,” Field said.
“Over the years, MMI has delivered industry-leading world-class services to attract the biggest and best talent to the Philippines. Through the launch of Live Nation Philippines, the sky’s the limit, and we look forward to bringing even more of the globe’s biggest stars and connecting fans with the artists they love and the magic of live,” Pascua, as the Managing Director, Live Nation Philippines, said in turn.