Live Nation Entertainment has purchased a majority stake in Toronto-based Embrace Presents, which produces hundreds of shows a year and owns and operates fives venues, including the iconic Danforth Music Hall.

“Embrace has grown to become one of Toronto’s most influential leaders in live events,” said Riley O’Connor, Live Nation Canada chairman, said in a statement. “We are excited to collaborate with them on new events and utilize their ingenuity and promotion tactics to further strengthen our presence in the marketplace.”

Embrace was founded in 2001 by Adam Gill when he organized electronic music parties while attending the University in Montreal. Geoff Bruce joined in 2008 to develop Embrace’s venue portfolio — Toronto’s Danforth Music Hall, Velvet Underground and Coda; and Montreal’s Fairmount Theatre and Newspeak.

Among the shows, tours and festivals it has produced are the Mad Decent Block Party, Bestival, TIME Festival, Skrillex’s Full Flex Express and Electric Island, working with thousands of acts such as Leon Bridges, Mac Demarco, Chance The Rapper, Lorde, Chvrches, Blood Orange, Vance Joy, Nicolas Jaar, Alexisonfire, Disclosure, Kamasi Washington, Zedd, Travis Scott, LCD Soundsystem and Maggie Rodgers.

According to the release, “The companies plan to combine Embrace’s expertise developing emerging talent, boutique festivals and mid-size venue operations with Live Nation’s extensive resources to bring even more live events to Canada.”

Embrace will continue to operate as usual, including management of multiple local festivals and booking and operating the 1,425-capacity Danforth Music Hall and newly renovated 400-capacity Velvet Underground.

“We are very excited to join Riley and the entire Live Nation team as we embark on Embrace’s newest chapter,” said Gill. “We are looking forward to growing Embrace in concert with Live Nation to present bigger and more exciting live events.”

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