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Cream deals set stage for US drive.

Music Week

| June 02, 2001 | ROBERTS, JAMES | COPYRIGHT 2001 UBM Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Leading dance brand Cream has entered a partnership with Madonna's manager Carese Norman and promoter SFX to develop the US activities of the company, which launches its first US events this week.

"We have found key US executives to guide us. Our profile is already quite high in the US, so it's like a blank canvas to work on," says Cream managing director James Barton. "We have been very strategic on deciding the entry level for us in the US and have decided it is Creamfields. We need to use the events side of the business for leverage into other areas, and it's a great way of showcasing the Cream culture and what we're all about." ...

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