AEG Launches axs

THAT’S THE TICKET: Concert promoter AEG is launching axs, a new entertainment platform that will leverage the company’s facilities and music, sports and entertainment properties in an effort to redefine the live event consumer experience—from access to ticketing to digital engagement and multi-platform content distribution. Axs Ticketing was built in partnership with Outbox Enterprises, in which AEG is both a partner and client, established after Ticketmaster provided proprietary ticketing technology as a prerequisite for the approval of its merger with Live Nation. The white label technology enables AEG to sell tickets under both the axs brand and their local venue brands. The first shows available for purchase on the new service are at Denver’s Ogden Theatre and the Bluebird Theater, which go on sale this Saturday (8/27). After the inaugural Denver shows, axs will introduce ticketing services later this year in San Francisco, for events at the Warfield and the Regency Ballroom. At the same time, axs will expand to other major domestic markets and international territories, as well as sales for larger venues and AEG’s sports teams, through 2012. (8/23a)