AEG, which was promoting the Michael Jackson concerts at the time of his death, is teaming up with music marketing agency Frukt to host the events for senior brand managers.
The first is to be held at The O2 in London on November 16, ahead of a performance by Beyonce.
Events start with a seminar and workshop, giving brand managers an insight into the rules and best practice for brands seeking to use music as a medium to engage with consumers.
They will examine areas such as content, sponsorship, experience and activation. This will be followed by an informal evening of entertainment, including access to a VIP suite to watch Beyonce perform.
The events are named after Frukt's .
Anthony Ackenhoff, CEO of Frukt, said: "We're delighted to partner with AEG on this -- they're a forward thinking company, who are totally focused on providing great entertainment experiences for millions of consumers worldwide. This is how all seminars should be."
AEG is dedicated to all aspects of live entertainment and multi-media production and is the second largest concert promotion, special event and touring company in the world.