The group behind festivals including Lovebox and The Great Escape have bought 50 per cent of All Tomorrows Parties in a deal which will see both sides assisting each other in the running of their events.
The MAMA Group now own half of ATP with the latter on hand to help book acts for MAMA festivals including The Great Escape, Wilderness and Lovebox as part of the deal. Additionally, MAMA Group will help promote ATPs gigs and festivals both in the UK and abroad.
Speaking to Music Week about the deal, CEO of MAMA Group Dean James said: “Barry Hogan and Deborah Kee Higgins, [ATP organisers] run a fantastic business and it is a real honor for us to be working with them. ATP’s pioneering attitude and its success in the international market, combined with MAMA’s infrastructure of major festivals and venues is a dangerous combination.”
Hogan added: “We’re thrilled to be joining up with MAMA who have been supportive of us throughout the years. The ATP team is looking forward to working with Dean, Ivor and the rest of the MAMA staff to develop ATP events throughout the world.”
It was revealed earlier this year that ATP had gone into liquidation but would continue to promote events under the company name Willwal. Their next big event is the December 7-9 event curated by The National which will take place at Butlins in Camber Sands.