Oak View Group and Independent Artist Group have entered a new partnership intended to create more branding opportunities for the agency’s music roster, the companies tell The Hollywood Reporter.

Oak View Group is one of the largest venue management companies in the live events industry, with a portfolio that includes Seattle’s Climate Pledge Arena, The University of Texas’s Moody Center and New York’s UBS Arena among others, while IAG has a roster of heavy hitters that includes the likes of Metallica, Neil Young, the Smashing Pumpkins and Deadmau5. IAG is looking to leverage Oak View’s long-established relationships with brands the agency doesn’t have, while OVG sees a wide list of marketable acts it can pitch beyond sports.

“The majority of the content we house at our venues is non-sports-related, it’s music, but when you look at the concert tours themselves and talk to the manager, talk to promoters, a common theme is that brands don’t know how to spend money in this space,” Oak View Group president of…