“James’ appointment comes at a key time for LiveNow, following the success of Dua Lipa, Ellie Goulding, Gorillaz and Pete Tong virtual concerts, hosting Australia vs India Men’s International Cricket and the launch of LiveNow Fitness,” says Lara Vanjak, chief operating officer, LiveNow parent company Aser Ventures. “James’ experience of working with artists, labels and promoters, the fitness community and sports teams will be invaluable in building a world-class brand on a global stage.”
Sutcliffe joins LiveNow from Monster Energy where, as marketing director he drove brand strategies that connected with consumers through culture. Activations and partnerships with UFC, Lewis Hamilton, F2 Freestylers, nine Premier League Clubs, NationalStudent E-Sports and Post Malone were all executed by his team. As director of music, also at Monster Energy, he led the EMEA music strategy curating the Relentless Stage at Leeds Festival and signing key partnerships with Stormzy, Elrow, Live Nation, Pete Tong, London Warehouse Events and the International Music Summit.
“Since LiveNow officially launched in August it has delivered straight out of the blocks, which speaks volumes about the ambition,” says Sutcliffe. “I’m excited by that and the opportunity we have to build a brand that connects with people, becomes part of their day to day and brings fans even closer to the artists, teams and experiences they love. Virtual events have become an essential part of the marketing mix, generating hype for a live tour, building anticipation for an album or building community outside the walls of a venue or sports ground. Our events are inclusive of all fans, regardless of geography and as a medium we are only just scratching the surface of its potential. I’m excited by the conversations we are having in how we push the boundaries in this space, what it means for merchandising, supporting real world events, brand storytelling and more.”
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