Electronic cigarette brand, blu eCigs, has partnered with Academy Music Group (AMG) and Live Nation Entertainment in a deal that will see the vaping of electronic cigarettes permitted in live music and club venues across the UK

Acting as the official e-cigarette partner to Academy Music Group (AMG) and Live Nation Entertainment venues, blu eCigs, the UK arm of the bestselling USA brand of electronic cigarettes, will retail products at 15 venues and exclusive advertising opportunities across the venues and their digital platforms are to be launched.

The deal is to run until the end of 2016 and will take effect in venues spanning the UK including London, Birmingham, Manchester, Bristol, Glasgow, Leeds, Sheffield, Newcastle, Bournemouth, Oxford, Glasgow, Southampton and Liverpool.

CEO of blu eCigs, Jacob Fuller, said: “Academy Music Group and Live Nation venues host the world’s biggest music acts, so it’s the ideal opportunity for us to reach a huge audience of adult music fans across the UK who don’t want to continue missing their favourite songs to smoke, now are free to enjoy the pleasure of both and without the tobacco smoke. With this partnership blu continues to show our commitment to raising brand awareness and developing customer engagement and loyalty.”

Blu eCigs are created using industry leading technology and boast a minimalistic black design with a bright blue light that glows boldly with every draw. Available in disposables (RRP £5.99) and two rechargeable kits, the blu Starter Kit (14.99) and the blu Premium Kit (£19.99), as well as the discerning vaper’s customisable Pro Kit (£19.99), blu eCigs are said to be a convenient alternative to traditional cigarettes that give smokers their freedom, pride and choice.

The AMG partnership is in line with other aspects of blu eCig’s marketing activity also focused on the music and entertainment spheres. Such activity includes sampling at music festivals and the blu music tour, which is currently travelling the UK, hosting free parties with some of the UK’s hottest dance acts, including Mosca, Congo Natty, and Andrew Weatherall.