The mobile operator has struck a deal with music promoters Live Nation/AMG to rebadge the venues as O2 Academy venues across the UK.
From 1 January 2009, all 11 venues will be renamed O2 Academy. The venues are majority-owned by Live Nation in conjunction with UK concert promoters Metropolis Music and SJM Concerts. The deal incorporates venues in Brixton, Islington, Birmingham, Bristol, Glasgow, Liverpool, Newcastle, Oxford, Sheffield, Leeds, and Shepherd's Bush Empire.
In similar fashion to its sponsorship of The O2, the mobile operator will give its customers priority access to any Live Nation produced gig, including festivals and concerts at Wembley Stadium. O2 is planning to introduce mobile ticketing for the events, as well as fast-track entry and VIP areas for O2 customers.
O2 customers will gain priority access to tickets to all gigs at the venues, as well as other Live Nation events across the country. In total, O2 customers will gain special access to as many as 4,000 Live Nation produced shows a year in the UK up to 48 hours before they go on general sale.
As part of the relationship with Live Nation, O2 plans to utilise the Academy venues as key outlets for grassroots music in the UK. O2 has supported up-and-coming artists with its O2 Undiscovered music programme, which endeavours to open up careers in the music industry.
O2 will also have first option to exclusive live content from O2 Academy gigs and will work closely with the artists to make this content available for download to mobile handsets. Through its Napster and MyPlay music services, O2 has a variety of platforms available for artists to distribute their music directly to fans.
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