Oak View Group (OVG) announced an agreement Monday to seek sponsorship and brand partnerships for music and comedy artists represented by Independent Artist Group (IAG). The arrangement gives OVG’s North American sponsorship sales network access to IAG touring and music opportunities for its brand partners.
OVG will operate as an independent contractor alongside IAG’s Brand Partnership division on tours booked by the agency. Potential deals include:
- Title sponsorships and artist sponsor presales
- Brand engagements and fan activations
- Meet-and-greets and other cross-promotional arrangements
Dan Griffis, OVG’s president of global partnerships, said the companies plan to combine OVG’s sponsorship sales operation with IAG’s artist roster. Jarred Arfa, IAG’s executive vice president and head of global music, and Peter Pappalardo, its executive vice president and head of global touring, said the agreement builds on the companies’ existing relationship and OVG’s brand contacts.
Earlier this year, the U.S. Department of Justice ordered Live Nation to terminate its ticketing agreement with OVG as part of a broader settlement with Live Nation and Ticketmaster. IAG represents clients across film, television, music, comedy, literature, media rights, production, branding and digital media.
