AEG Presents announced more details on its buyout of the remaining stake in the Firefly Music Festival.
It was also announced that Firefly will return to The Woodlands the weekend of June 21-23.
The shares were purchased from Chicago based Red Frog Events, which launched the festival in 2012. Financial terms were not disclosed.
AEG Presents will also take over the promotion and production of the festival which has hosted performers such as Chance the Rapper, Eminem, Foo Fighters, Mumford and Sons, Muse, Paul McCartney and Tom Petty.
In 2014, AEG Presents entered into a joint venture with Red Frog Events. Red Frog Events continued to produce the festival in partnership with AEG Presents and Goldenvoice, founders of the Coachella Valley Music & Arts Festival.
AEG Presents decided to expand its ownership stake and role in the festival following this year’s successful Firefly in mid-June and Red Frog Events’ desire to shift its focus to other events and services.
“From day one, we have always believed that Firefly is one of North America’s most special festivals,” said Melissa Ormond, chief operating officer, Festivals, AEG Presents. “Combined with the full commitment of AEG Presents’ resources, including an unrivaled production team committed exclusively to festivals, there is no doubt that the best is yet to come for the Firefly Music Festival.”
As part of the acquisition, several members of the core team who have managed Firefly since its launch joined AEG Presents to continue to manage the event, including Stephanie Mezzano, Firefly Director and one of the festival’s founders.
Mezzano, in 2011 discovered Firefly’s home, The Woodlands. Since that time Mezzano and her team have promoted and produced the festival.
“We have developed a strong relationship with AEG Presents over the past several years and I am thrilled to officially join the AEG Presents team, along with several members of the group that has built the festival since day one. We now have the opportunity to push Firefly in exciting ways and to work more closely with the best in the business,” Mezzano stated
As part of the transition, AEG Presents announced that Alicia Karlin, a Vice President and Senior Event Producer for Madison House Presents (operated in partnership with AEG Presents), will become Firefly’s talent buyer.
Karlin, who joined Madison House Presents in 2007, is an industry veteran with experience in all aspects of festivals from talent buying to marketing and on-site event management.
She was part of the team that launched the ROTHBURY festival and as the talent buyer for the Electric Forest festival, she will also continue in her role with Electric Forest, overseeing many aspects of the fan and artist experience, a release stated.
“Alicia’s extensive festival background combined with her experience as a booking agent and artist manager has given her a unique perspective to creating original festival lineups that have been beloved by fans and artists alike,” said Ormond. “Alicia’s addition to an already experienced and successful Firefly management team will truly create one of the strongest and most innovative teams in festival production today.”
AEG Presents operates in North America, Europe and Asia through 16 regional offices that support its tours which include such artists as Taylor Swift, Elton John, Paul McCartney, The Rolling Stones, Justin Bieber, Katy Perry and Kenny Chesney; produce or support over 40 music festivals, including the Coachella Valley Music & Arts Festival; and owns, manages or books more than 80 clubs and theaters.
