Azoff goes acquisitive

Former Live Nation co-chief Irving Azoff's new venture  has bought 50% of a US-based experiential marketing agency called Pop2Life. Having departed Live Nation right at the end of 2012, Azoff announced the launch of a new music business in partnership with the Madison Square Garden Company last September. Having kept on some of his long-term artist management clients after exiting Live Nation, at the time Azoff said his new venture would also work in TV production, live event branding and digital marketing.