Tag, you're it.
That's the gist of this afternoon's announcement from Frank Productions, the Madison-based concert-promotion giant helmed by Fred and Larry Frank. The company has tapped Tag Evers, founder and owner of the 20-year-old promotion outfit True Endeavors, to lead a new division that books local and regional performances.
Though the new division will be part of Frank Productions, it will retain the True Endeavors name and philosophy. Evers will operate it independently and will continue to focus on indie musicians.
"Larry and I are extremely excited to welcome a top-tier indie talent buyer like Tag Evers to our organization," said company president Fred Frank in a news release. "He has the enthusiasm, attitude and work ethic we look for, and I know Tag is the right guy to continue our growth and expansion."
Evers describes the merger as a chance to reach beyond Madison's borders.
"Joining Frank Productions will allow me the opportunity to expand on the solid relationships I've built with artists over the past two decades, with the idea of promoting these artists in new markets where the Franks are well established," he said in the release.
True Endeavors and Frank Productions have already teamed up to bring indie-pop princess Ingrid Michaelson to Green Bay this fall. They've also booked Michaelson, Dirty Three, Other Lives, Two Gallants, and The Fresh & Onlys in Iowa City. Over the past two years, the two companies have collaborated on more than 50 events.
Frank Productions will target big, mainstream acts such as Bruce Springsteen, Fleetwood Mac, and the Red Hot Chili Peppers, as it has in recent years. The company promotes more than 200 performances annually throughout the United States and eastern Canada.