AMG's shareholders include Live Nation Entertainment, SJM Concerts and Metropolis Music. The deal was negotiated by experiential agency Cake.
The venues where vaping will be permitted include the O2 Academies in Bournemouth, Glasgow, Islington, Leeds, Liverpool, Sheffield, Newcastle, Oxford, Shepherds Bush Empire, Glasgow, Manchester and Southampton.
Jacob Fuller, chief executive of Blu Ecigs, said: "Academy Music Group and Live Nation venues host the world’s biggest music acts, so it’s the ideal opportunity for us to reach a huge audience of adult music fans across the UK who don’t want to continue missing their favourite songs to smoke. Now they are free to enjoy the pleasure of both and without the tobacco smoke.
"With this partnership blu continues to show our commitment to raising brand awareness and developing customer engagement and loyalty."
Blu Ecigs is also hosting the Blu Music Tour, which is currently travelling the UK, hosting free parties with some of the UK’s hottest dance acts, including Mosca, Congo Natty, and Andrew Weatherall.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .