ATG Entertainment has launched ATG Live, a dedicated concerts, comedy and events division that will operate across 18 venues in the United States.
The division, announced on Thursday (April 2), will be led by SVP Erik Newson, who brings more than 30 years of experience across artist management, international touring, talent buying, and event production.
ATG Entertainment, formerly known as Ambassador Theatre Group, says it partners with artists, promoters, and industry leaders to stage more than 500 concerts, comedy shows, and one-night events each year, moving upwards of 1 million tickets across its US venue portfolio.
That portfolio includes Kings Theatre in Brooklyn, the Saenger Theatre in New Orleans, San Francisco’s Orpheum Theatre, and the Majestic Theatre in San Antonio.
“ATG Live represents an exciting next chapter for our business,” said Lori Hotz, CEO of ATG Entertainment North America. “Backed by the scale and global reach of ATG Entertainment, this launch strengthens our position in the live music and one-night event space.
“We see tremendous opportunity ahead and are excited to continue expanding our reach while delivering unforgettable experiences for audiences and partners across the U.S.”
“We see tremendous opportunity ahead and are excited to continue expanding our reach while delivering unforgettable experiences for audiences and partners across the U.S.”
Lori Hotz, ATG
Previous performances across the venue network have included Bono, Ed Sheeran, LCD Soundsystem, Robert Plant, Erykah Badu, Paul Simon, Sabrina Carpenter, Khruangbin, Diana Ross, Bob Dylan, and others. Upcoming shows with ATG Live include Santana, Jill Scott, Billy Strings, David Byrne, Ella Mai, and Wilco.
Newson joined ATG Entertainment in 2023, initially programming talent for the Saenger Theatre and Mahalia Jackson Theater in New Orleans.
“ATG Live was built with a clear intention: to present iconic shows in the highest quality venues, while being thoughtful about how and where artists connect with their audiences,” said Newson. “We see a real opportunity to offer an alternative to the increasingly standardized national touring model by curating exceptional artists and experiences that feel purposeful, artist‑driven, and truly special for fans.”
The ATG Live team includes VP of programming Kevin Couch, director of programming Jenn Sonick, programming director Mark Austin, and San Francisco director of programming Scott Simoneaux.
“As a boutique startup within a global entertainment company, ATG Live occupies a unique space,” Newson added. “We have the scale and support to make a meaningful impact, while maintaining the flexibility, care, and creativity needed to serve both artists and audiences thoughtfully.”
ATG Entertainment’s expansion
The launch of ATG Live is the latest in a series of moves by ATG Entertainment to expand its footprint in the US and globally.
The company, which is majority-owned by Providence Equity Partners, now owns, operates, or programs 72 venues across the UK, the US, Germany, Austria, and Spain, according to its website.
In December 2024, ATG acquired Celebrity Attractions, a touring Broadway presenter operating across the US. That deal was followed in January 2025 by ATG’s acquisition of SOM Produce, a theater producer and operator in Spain, adding five theaters in Madrid to the company’s global portfolio.
ATG Entertainment was founded in the UK in 1992. Providence Equity Partners became its majority shareholder in 2013. Its US expansion accelerated significantly with the 2023 merger with Jujamcyn Theaters, which brought five Broadway houses — including the St. James, Eugene O’Neill, and August Wilson theaters — under the ATG umbrella.Music Business Worldwide
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