Legends and ASM Global have promoted James Harrison to vice president of programming, UK and Europe.
“Since joining ASM Global in 2017, James has played a pivotal role in the evolution of the businesses central programming resource, streamlining the booking process for promoters, agents and managers, as well as driving a world-leading program of sell-out live entertainment across Legends and ASM Global’s industry leading, and fast-growing UK venue portfolio,” said a statement.
ASM Global is a full-service venue company with a portfolio of more than 400 arenas, stadiums, convention/exhibition centres and performing arts venues. Legends is the global premium experiences company that works with brands in sports and entertainment.
Harrison is responsible for managing ASM Global UK’s central programming team, overseeing the music, comedy & entertainment bookings (alongside his colleague James Taylor, who manages the UK/EU Sports and New Business bookings) for arenas including AO Arena in Manchester, OVO Arena Wembley, Leeds’ First Direct Arena, Utilita Arena Sheffield, Utilita Arena Newcastle, P&J Live Aberdeen, and the concert hall division made up of Connexin Live Hull, York Barbican, Sheffield City Hall, New Century Hall Manchester and Becketwell Live Derby.
Most recently, he has been overseeing the strategic restructuring of Legends and ASM Global’s programming team to align with the evolving needs of promoters and artists, as well as the diversification of the company’s venue portfolio.
Brian Celler, senior vice president & head of programming and content at Legends/ASM Global (UK/EU/Intl), said: “James is the rare breed executive who seamlessly straddles both the creative chaos and the business hustle of live music entertainment. He has a deep understanding and instinct for live event touring, a sharp eye for deals that benefit artists, their teams, our venues, and the vision to shake things up. James conceived this new programming structure, and it is setting us up for growth across every level - grassroots clubs to iconic stadiums. We can’t wait to see what his team pulls off next."
James is the rare breed executive who seamlessly straddles both the creative chaos and the business hustle of live music entertainment
Brian Celler
The new Arenas division comprises Raven Twigg and Ross Allerton, with Katie Morgan and Paige Martin, who joined ASM in October from O2 Apollo in Manchester, managing the new Concert Halls team.
"This restructuring not only empowers the team to better serve arenas and stadia but also expands its reach and expertise into concert halls and theatres, allowing for a more laser-focused approach and ensuring tailored expertise for every venue type,” said the statement.
Harrison has 16 years of programming experience across leading venues and organisations such as LW Theatres, ATG and Live Nation.
The central programming team has achieved three consecutive years of growth since 2022, setting new booking records in 2024 and onboarding major new venues including the Utilita Arena and the City Hall in Sheffield and New Century Hall in Manchester.
James Harrison said: “Shows are the lifeblood of all of our venues, and we in programming are incredibly privileged to be tasked with securing a whole host of different events across our portfolio. I’m very grateful for the trust and belief that ASM Global have placed in me and our team – I believe the team is the best in the business, and our offering is unrivalled. We’re at a very exciting point in the company’s history and I’m looking forward to continuing to lead the programming team and grasping all the opportunities to come.”
Harrison is spearheading programming for the upcoming launch of Becketwell Live, a major new live entertainment hub for Derby, and delivering an expanded 2025 schedule of 1,000-plus shows across the group.
Multi-venue bookings include Olly Murs (seven ASM Global UK venues), Busted Vs McFly (11 shows across six ASM Global UK venues), Five (seven shows across five ASM Global UK venues) and Greg Davies (10 concert hall shows).
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