AXS TV Lines Up Live Coverage of Major U.S. Music Fests

LOS ANGELES: AXS TV in the U.S. has unveiled its 2015 programming lineup, which is set to feature live telecasts of music festivals such as Coachella, Stagecoach and New Orleans Jazz & Heritage.

The entertainment network will kick off its planned 70-plus hours of music-event coverage in April with the Coachella Valley Music and Arts and the Stagecoach Country Music Festival. In May, AXS TV will spotlight the second weekend of the New Orleans Jazz & Heritage Festival, as well as the Rock on the Range Music Festival, which is making its AXS TV debut. Then in June, the channel will broadcast the Firefly Music Festival, also a network first.

“AXS TV is committed to delivering the best in live music, and we’re proud to continue that legacy with this groundbreaking lineup,” said Mark Cuban, AXS TV’s founder. “Nothing compares to a live music event, and now our audience will get a front-row seat to five incredible festivals, as we bring the ultimate concert experience to our viewers.”

Mercury Insurance has also signed on as the title sponsor of a brand-new four-episode special series that will serve as a launching point into AXS TV’s festival season. Titled Road to the Festivals Presented by Mercury Insurance, the documentary-style production will feature segments on fans, bands, staffers and festival insiders. AXS TV will produce the 30-minute episodes, which premiere in March and lead up to the network’s first festival broadcast.

“Mercury’s partnership with AXS TV is our largest brand integration with an entertainment entity to date,” said Erik Thompson, Mercury’s advertising director. “Sponsoring the five festivals and behind-the-scenes series allows us to extend our brand and connect with viewers who love music. We want to tap into that passion to introduce Mercury’s products and services, not just on TV, but through all of the AXS platforms.”

“The power of music extends across multiple platforms and presents a plethora of opportunities for brands to connect with the festival community,” said Todd Goldstein, chief revenue officer for AEG. “Having a partner like Mercury Insurance that shares our vision of aligning with the most prestigious festivals and most popular performers will truly result as a win for consumers at home, providing viewers with a golden ticket to the world’s biggest festivals, all in one place.”