Great news for electronic music lovers in the United Kingdom. Live Nation Entertainment announced on Tuesday, June 11th the launch of its newest division, Electronic Nation. This leg will particularly focus on electronic genres across the UK.

While the division is new, Live Nation’s involvement in electronic music is not. Live Nation UK first acquired Cream Holdings, which operates the Creamfields festival, back in 2012.

Creamfields UK, considered one the biggest electronic music events, attracts around 80,000 people each year. This year’s festival will be held on August 22nd – August 25th. It features the likes of Deadmau5, Martin Garrix, Erix Prydz and over 60 other artists.  

Cream MD Scott Barton will lead the new electronic division. With over 25 years of experience, Barton seems like a great fit for the job. His resume includes work for Creamfields and Steel Yard, in addition to touring for music artists.

Electronic Nation will be based in London and will cover all electronic music at Live Nation UK. Consequently, Creamfields, along with artist tours, clubs and shows will now fall under Electronic Nation.

“With Scott’s outstanding record managing global brands Cream and Creamfields, this new division is a major advance for Live Nation and for artists and acts in this genre”, said Denis Desmond, Chairman Live Nation UK and Ireland.

In particular, Barton aims to build upon Live Nation’s expansion into the electronic arena with the new division. Barton hopes to connect big names in dance music to more UK fans both through tours and festivals.

“Electronic music has always been at the heart of what we do,” Barton said.

With a dedicated electronic division and a leader with experience in the field, it’s an exciting time to be an electronic music fan in the UK.