AEG’s ticketing and entertainment platform AXS has created an original news source aimed at providing fans with behind-the-scenes entertainment content.

AXS.com will focus on live entertainment, including exclusive stories on concerts, festivals, sporting events and family shows on the both local and national levels.

Beginning with the New Orleans Jazz and Heritage Festival, AXS will feature hundreds of articles as well as photos and videos with information on performers and preparations for the fest.

According to a Yahoo Finance report, AXS digital senior VP and general manager Tom Andrus said, “AXS is a live entertainment hub that provides fans with the whole story, from selling tickets to discovering new artists to making the most of every live event and reliving those memories. The addition of original news content adds compelling and comprehensive information for consumers and helps them better experience the world of live events, ensuring attendees don’t miss anything, and even helping those who don’t have tickets experience some of the excitement.”

Localized content covering major cities is expected to hit top markets by the end of the year, and AXS will allow brands and advertisers to create custom and targeted-content campaigns in order to engage viewers and ticket buyers.