L.A. LIVE’s 7,100-seat concert and special events venue has officially been renamed Microsoft Theater, it was announced on Tuesday (June 9th) by Lee Zeidman, President of L.A. LIVE, STAPLES Center and Microsoft Theater and Jeff Hansen, General Manager, Microsoft. The theater, formerly known as Nokia Theatre L.A. LIVE, opened in October, 2007 and has hosted more than three and half million guests who have attended over 700 concerts, family shows, product launches, conventions, special events and annual awards shows including the Primetime EMMY Awards, ESPY Awards, BET Awards, American Music Awards, People’s Choice Awards, 2010 & 2011 MTV Video Music Awards and 2014 & 2015 MTV Movie Awards among others.
The comprehensive partnership between AEG, owners and operators of L.A. LIVE and Microsoft will also include rebranding L.A. LIVE’s 40,000 sf. outdoor plaza into Microsoft Square among other assets.
Microsoft will also contribute cutting edge technology and expertise to AEG’s upcoming refurbishment and renovation of many of the public and private spaces of Microsoft Theater that will begin this fall as well as other signage, marketing and business opportunities.
“We are proud to partner with one of the world’s greatest and most recognizable brands,” said Lee Zeidman, President, Microsoft Theater, L.A. LIVE and STAPLES Center. “As technology continues to transform the live entertainment business, I couldn’t think of a better partner to help us create an even better experience for our fans…both on the stage and throughout Microsoft Theater.”
“We’re incredibly excited about deepening the relationship between Microsoft and AEG around this Los Angeles entertainment landmark,” said Jeff Hansen, General Manager, Microsoft Brand Studio, Microsoft. “L.A. LIVE and our collaboration with AEG represents amazing opportunities to employ cutting edge technology with world class entertainment for thousands and thousands of fans.”
“We are proud to partner with one of the world’s greatest and most recognizable brands.”
Today’s announcement furthers Microsoft’s continuing investment in Los Angeles which has recently included facilities in Silicon Beach as well as four new retail stores. Partnering with AEG will also enable Microsoft to build on an already robust investment with the local community which includes partnerships with the Los Angeles Unified School District, Los Angeles Urban League, Greater Los Angeles African American Chamber of Commerce, Los Angeles Alliance for Boys and Girls Clubs, HOPE, the Magic Johnson Foundation, the Puente Learning Center, the LA Police Foundation and L.A. City’s Summer Night Lights program.
The deal was created by AEG Global Partnerships, AEG’s in-house division responsible for worldwide sales and servicing of sponsorships, naming rights and other strategic partnerships for assets controlled by the organization.
“Our partnership with Microsoft will make one of the country’s best venues to experience music and other live entertainment even better,” said Stew Heathcote, Sr. Vice President, AEG Global Partnerships. “Building on their already substantial investment in Los Angeles, Microsoft’s financial and philanthropic commitment, along with the ability to leverage their technology and expertise will make their investment a win for the City, the region and our fans.”
The first show at the newly named Microsoft Theater will be A.R. Rahman: The Intimate Concert Tour on Wednesday, June 10th at 8 p.m. We are looking forward to an exciting year of events including Distant Worlds: Music From Final Fantasy – June 17th, BET Awards – June 28th, The ESPYs – July 15th, Maze Featuring Frankie Beverly – July 17th, Banda MS – July 18th, Lee Seung Chul – July 24th, Benyamin – July 25th, John Mellencamp – July 28th, Juanes – July 31st & August 1st, Aretha Franklin – August 2nd, Move Live on Tour Starring Julianne & Derek Hough – August 7th, El Komander – August 8th, Gladys Knight & The O’Jays – August 9th, Marco Antonio Solis – September 25th, Armen – October 9th, Hozier – October 13th, Chris de Burgh – October 18th, Marc Anthony & Carlos Vives UNIDO2 Tour – October 23rd & 24th and Miguel Bosé – November 7th.
Author: Buddy Iahn
Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites.