Azoff MSG Entertainment Acquires 50% Stake in Pop2Life

March 10, 2014 (Los Angeles, CA) – Azoff MSG Entertainment (AMSGE) has acquired a 50% stake in New York-based Experiential Marketing + Music Agency, Pop2Life (P2L)—the agency that promoted the reinvention of the iconic Forum in Inglewood, California by creating “the world’s largest vinyl record," a massive spinning replica of the Eagles’ Hotel California album atop the building’s roof. 

The partnership with AMSGE, the joint venture between Azoff Music Management and the Madison Square Garden Company, gives P2L access to resources and funding that will be used for expanding their business and creating new, unique consumer events for Pop2Life clients.  It will also provide a one-stop shop for brands and artists looking for new ways to reach fans through powerful social experiences, stunts, and Pop2Life’s signature “BEEPs” - Branded Entertainment Events and Promotions.

“This unlocks incredible opportunities for us and our clients," says Pop2Life Founder + CEO, Eric Murphy. “To be a part of Irving Azoff’s next game-changing venture is honestly the best possible scenario for Pop2Life.  He’s a true entrepreneur with the uncanny ability to recognize opportunities and voids in the industry.  Our goals align perfectly.”

Irving Azoff, AMSGE Chairman and CEO, said, “Pop2Life is another key acquisition for Azoff MSG Entertainment in the marketing and branding space, as we work to redefine the way that brands interact with consumers through the most creative channels, including music, social media, and experiential content.”

"We are very excited to join forces with Eric and his incredibly talented team at Pop2Life.  Our partnership will allow us to create the most cutting edge experiences for consumers and brands alike,” added Lawrence Randall, President/GM of AMSGE Media.

Recent Pop2Life projects include the HGTV #lovemusic Lodge at CMA Fest; Luke Bryan’s Crash My Party album launch/AMC’s “Hell On Wheels” Season 3 co-promotion in Nashville; Michael Bublé album launch promotion at Atlantis, Paradise Island; and multiple, high profile iHeartRadio events.  P2L recently announced the Food Network in Concert experience (headlined by John Mayer) taking place September 20th at Ravinia in Highland Park, IL (Chicago).


About Pop2Life

Pop2Life is an experiential marketing + music agency that specializes in branded entertainment, social experiences, and unique promotions that "go beyond." The company was founded in 2003 by former VP of Marketing & Promotion at RCA Records, Eric Murphy, who played a vital role in launching the careers of notable artists and bands including *NSYNC, Dave Matthews Band and Christina Aguilera.  P2L works with some of the biggest media + entertainment brands in the world including Clear Channel Media + Entertainment, MTV Networks, HGTV, AMC, Cartoon Network, Dreamworks, Food Network, NBC and many more.

Pop2Life PR Contact

April Hussar (917) 780-2765 or