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Business News (more headlines) 07-12-2014

SFX And T-Mobile Extend Partnership To Further Access US Millennial Audience

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SFX Entertainment, Inc. and T-Mobile US, Inc. announced an expansion of their previously announced marketing partnership, with T-Mobile becoming a sponsor of SFX's most iconic festivals: TomorrowWorld, Electric Zoo and Mysteryland, in 2014 and 2015.

"At the start of every revolution, there are pioneers who lead the way"

TomorrowWorld, the second edition of which is scheduled for September 26–28 in Atlanta, Georgia, is one of the fastest growing U.S. dance music festivals. With more than 120,000 visitors in its first year, TomorrowWorld is expected to attract 150,000 visitors to this year's festival, featuring Avicii, Kaskade, Skrillex, Tiësto and Hardwell, among many more artists. It is the sister of the colossal European event, Tomorrowland.

Electric Zoo is New York City's electronic music festival. Taking place on Randall's Island during Labor Day Weekend, the event has become one of the top destinations for performing DJs and electronic music fans on the east coast. Headliners for the Aug 29-31 event include David Guetta, Dada Life, Nicky Romero and Dimitri Vegas & Like Mike.

In 2015, T-Mobile will add Mysteryland, the Woodstock-based arts and culture festival launched over Memorial Day Weekend 2014 and featuring Moby and Steve Aoki, which was met with critical acclaim as the next generation of dance music experiences.

The partnership will also make T-Mobile a key partner in the launch of the new Beatport website and mobile music service, as well as partner to SFX and Clear Channel on its upcoming Beatport Radio Show on 88 Top 40 broadcast stations nationwide.

"At the start of every revolution, there are pioneers who lead the way," said Robert F.X. Sillerman, Chairman and CEO of SFX Entertainment. "We always envisioned a handful of partners who understood the power of this audience. This is not just a music genre, this is an entire generation of young people that see things through a new social and digital lens. We are excited that T-Mobile has extended its partnership and believe together we can both continue to forge new ground in culture and mobile services."

"Electronic music is the soundtrack of the millennial generation, and SFX is their DJ of choice," said John Legere, CEO of T-Mobile. "Partnering with SFX on their world-class festivals is perfect because millennials were born on the Internet and live on their smartphones. They're the heart and soul of our Un-carrier revolution."

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