The Nederlander Organization has given the reins of its concert operations to Adam Friedman, naming him CEO of the unit that operates the Greek Theater and books concerts throughout California.
Friedman, an exec VP at House of Blues Concerts, where he had been for 14 years, will be responsible for day-to-day management of the company and oversight of general operations, including the booking and promotion of concerts and special events.
Friedman also will oversee the company’s expansion into new markets and the creation of new events, as well as developing opportunities in the digital marketplace. He will be based in Los Angeles starting Jan. 19.
“The mandate is to look at the existing business and, through a very precise business plan, maximize the foundation for growth,” Friedman told Daily Variety. “We are looking at partnerships with agents, artists, indies, majors, content providers and venue operators, and creating growth on a selective basis. We want to build artists’ brands and our own brand. Our growth will not be through the rollout of new buildings.”
Nederlander’s strength is midsize venues — those with 4,000 to 6,000 seats — which Friedman sees as conducive to “more reasonable and rational” talent-buying than at clubs or 20,000-seat arenas.
Nederlander Concerts operates the Greek Theater and books, promotes and produces live entertainment at the Arrowhead Pond of Anaheim; Staples Center; the Rabobank Arena, Theater & Convention Center in Bakersfield; the Save Mart Center at Fresno State; the San Diego Civic Theater; Santa Barbara Bowl; and the Grove of Anaheim. Nederlander Concerts also co-manages the Target Center in Minneapolis.
Friedman began his career as a corporate attorney and moved to the business side of the entertainment industry in 1992, when he joined MCA Concerts; that org later became Universal Concerts and was sold to House of Blues Entertainment in 1999. Most recently, he was responsible for day-to-day management and strategic development of the company.