HMV buys Hammersmith Apollo

Lorraine Francisco, 15 January 2009

HMV Group has invested in a joint venture with venue owner Mama Group that will own 11 venues, including Hammersmith Apollo, the Edinburgh Picture House and Birmingham Institute.

This means HMV will have naming rights, which will result in the Hammersmith venue being renamed the HMV Apollo, the Picture House will be HMV Picture House, and Birmingham Institute will be the HMV Institute. The team has also bought Heaven and The Forum in London.

HMV will have naming rights for a further four venues as and when they are acquired by the joint venture.

"I am pleased that we have taken our first steps beyond the current three-year plan into the ‘live' space," said HMV managing director and group chief executive Simon Fox.

"Music is very much part of our DNA, and by extending the HMV brand into the growing live music and entertainment market, our customers will be able as never before to access and experience music in all of its forms through HMV."

HMV found that the live music market is worth approximately £1bn in the UK and is of strong interest for its core customers.

HMV has also entered into an agreement with ticketing agency Seatem to sell tickets via its stores – and online – to events at venues owned by the joint venture.

Franz Ferdinand will perform at the HMV Apollo on 9 March, while Late of the Pier will appear at the HMV Forum on 17 February and The View at the HMV Picture House on 12 February.