Music chain HMV is moving into the live arena, taking over 11 British music venues.
The record shop is teaming up with the MAMA Group – owners of venues including the Barfly – in a new join venture.
There agreement affects 11 venues, including London‘s venues Hammersmith Apollo, The Forum, Heaven, The Garage, Jazz Café, Borderline, G-A-Y and G-A-Y Late, plus Edinburgh‘s Picture House, Birmingham‘s Institute and Moshulu in Aberdeen.
The Apollo will now be known as HMV Apollo, while The Forum becomes HMV Forum, the Edinburgh and Birmingham venues will also bear the shop’s name, while four future halls will be renamed via the joint venture.
In an unrelated move, HMV have also announced they are teaming up with ticket agency Seatem to sell tickets.
“I am pleased that we have taken our first steps beyond the current three-year plan into the ‘live’ space,” said HMV MD and Group CEO Simon Fox of the deals. “Music is very much part of our DNA, and by extending the HMV brand into the growing live music and entertainment market, our customers will be able as never before to access and experience music in all of its forms through HMV.”