LiveXLive has announced Perry Farrell, the godfather of Alternative Rock, as their new Global Brand Ambassador.
The global digital media company announced that in addition to evangelizing the LiveXLive platform and service, Farrell will expand upon his pop-up "I am the DJ" audio channel to curate a 24/7 "always on" experience and co-create original episodic content in partnership with LiveXLive.
He will become the company's second brand ambassador, joining hip-hop legend Nas.
Farrell has influenced generations of musicians and music fans. As the frontman for Jane's Addiction, he was instrumental in bringing underground music to the mainstream, and as an architect of Lollapalooza, he created the blueprint for modern music festivals.
Farrell described LiveXLive as "the ESPN of live concerts and original music programming."
"The platform is great for connecting artists, fans and brands around the world," he added.
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