A MATTER OF LIVE AND DEATH

As Live Nation aims to phase out the sale of single-use plastics at venues, it’s getting into the water business with Liquid Death.

Live Nation is making Liquid Death water, packaged in recyclable tallboy cans, the exclusive water vendor at select venues and festivals across the U.S. Live Nation is also an equity partner in Liquid Death, which recently closed a Series C funding round of $15m with participation from Machine Gun Kelly, Steve Aoki, Tony Hawk and others.

“As we return, we want to continue taking steps to be more sustainable,” said Michael Rapino, President and CEO, Live Nation Entertainment. “We’ve found the perfect partner in Liquid Death—whose passion for music and protecting the planet will feed seamlessly into Live Nation’s future plans and events. In fact, I’m soaking in it right now.”

Live Nation will also be supporting Liquid Death sales and growth through marketing initiatives at venues and festivals.

We swear Liquid Death was an offshoot of a metal band in the ‘90s, but there’s nothing on Discogs.