Veteran concert industry exec Larry Vallon has been upped to VP of MCA Entertainment Services, a newly created position overseeing the company’s worldwide merchandising, concert promotion and venue management interests.

Vallon, who was previously exec VP of MCA Concerts, will maintain his ties to concert buying, specifically its flagship Universal Amphitheatre, but will take on additional duties coordinating the activities of Facilities Merchandising Inc. and Winterland Prods., the company’s on-site vending operation and licensed merchandise arms, respectively.

Vallon also will work with Pa-cific Concerts, the recently launched Hong Kong outpost he helped establish, to book acts throughout Southeast Asia, a burgeoning marketplace for touring artists.

“This is a great opportunity for me to apply my (25) years of experience and contacts to tie together the three companies in true synergistic thinking,” Vallon said.

By using the three companies in tandem, an artist can be set for a worldwide tour through MCA Concerts, its concert merchandise can be sold at the venues through FMI, and its name and likeness can be licensed by Winterland. Typically, acts have their merchandise licensed, but have to make separate deals for distribution and sale at venues.

MCA Entertainment Services was formed 18 months ago, in an effort to provide artists with one-stop shopping for all their touring needs. The deals typically last the life of the particular tour.

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