The move comes as HMV acquired a 50% stake in Mama, the UK’s number two operator of live music venues.
HMV said it would be looking at using its new venues to sell merchandise and other products. It will also be taking a 50% cut of profits and selling tickets.
The deal also includes naming rights to a number of venues, for example the Hammersmith Apollo will be rebranded the HMV Apollo.
Until now the only live music the HMV has offered has been in its stores as part of promotional activty.
The chain, which also owns Waterstones, is now the main specialist home entertainment retailer in the UK following the collapse of Zavvi. HMV posted a like for like sales rise by 3% over the five weeks preceding January 3, while Waterstones fell by 2%.
The diversification into music venues echoes similar activity by O2 at the end of last year.
The mobile operator tied-in with promoter Live Nation/AMG to launch the O2 academy brand. Venues such as Brixton Academy and the Shepherds Bush Empire will now be prefixed with O2, following from its association with The O2 arena and the Wireless Festival.