Another Planet Entertainment

Another Planet Entertainment is an independent American live-entertainment company headquartered in Berkeley, California. Founded in 2003 by former Bill Graham Presents executives Greg Perloff, Sherry Wasserman, and Steve Welkom, the company operates across concert promotion, event production, festival development, and artist management. Its business is concentrated particularly in the San Francisco Bay Area, where it has become associated with the region’s established concert infrastructure and its long tradition of presenting popular music in distinctive civic and cultural venues. The company’s activities extend beyond arranging individual concerts. Another Planet develops and produces multi-day festivals, manages event logistics, works with artists and booking partners, coordinates venue operations, and supports the marketing and delivery of public live-music experiences. Its portfolio has included activity at historically significant Bay Area venues such as the Greek Theatre in Berkeley, the Fox Theater in Oakland, and the Castro Theatre in San Francisco. These venue relationships place the company within both the commercial concert business and the cultural life of Northern California. Another Planet is also known for its participation in major festival brands. It co-founded and co-produces Outside Lands in San Francisco, produces San Francisco’s Breakaway Festival, and co-produces the Life Is Beautiful festival in Las Vegas. Through these projects, the company has worked at the intersection of music, food, art, place-making, and large-scale urban event production. The festival model gives it a broader role than a conventional tour promoter because it involves programming multiple stages, coordinating vendors and sponsors, planning public access and safety, and creating a coherent experience for a large audience. The company’s identity is closely linked to the Bay Area’s musical heritage and to the legacy of Bill Graham Presents, from which its founders came. Public descriptions of Another Planet emphasize an effort to modernize the region’s live-music landscape while retaining connections to local venues, artists, and audiences. In August 2024, the company produced what was described as the first stand-alone after-dark concert in San Francisco’s Golden Gate Park, demonstrating its continued involvement in expanding the types of live events presented in major public spaces. Another Planet is not primarily a recording label, consumer-product brand, or ticketing technology company. Its principal value lies in selecting and developing live-event opportunities, bringing together artists, venues, production teams, commercial partners, and audiences, and executing concerts and festivals. Ownership details, financial results, a complete current executive roster, and a definitive corporate website are not established by the supplied reference material.

Another Planet Entertainment was established in 2003 in Berkeley, California, by Greg Perloff, Sherry Wasserman, and Steve Welkom. The three founders had previously been executives at Bill Graham Presents, a company with a major historical role in the development of concert promotion in the San Francisco Bay Area. Their new venture entered the market as an independent concert-production and artist-management business, carrying forward knowledge of the region’s venues, performers, promoters, and audiences. From its early development, Another Planet focused on the live-music value chain rather than recorded-music distribution. Its work has included promoting concerts, producing events, managing artist-related activities, and coordinating the operational requirements of public performances. This can involve artist booking, venue relationships, marketing, production planning, ticketing coordination, staffing, audience services, and collaboration with commercial or civic partners. The company’s emphasis on live presentation distinguishes it from a record label or a conventional artist-only management firm. A significant part of Another Planet’s regional role has been its association with established Bay Area venues. The company has promoted and produced concerts and events at the Greek Theatre in Berkeley, the Fox Theater in Oakland, and the Castro Theatre in San Francisco. These venues carry historical and cultural importance, and activity at them has helped connect the company’s contemporary event business with the Bay Area’s longer concert and entertainment tradition. Another Planet expanded its profile through festival production. It co-founded and co-produces Outside Lands, a large San Francisco festival that combines music programming with food, art, and other experiential elements. The company also produces San Francisco’s Breakaway Festival and co-produces the Life Is Beautiful festival in Las Vegas. Festival work requires a broader operating model than a single-artist concert: the promoter must coordinate multiple performers and stages, venue or public-space logistics, production suppliers, vendors, sponsors, transportation, crowd management, and regulatory requirements. The company has been described as helping reshape live music in San Francisco and nearby markets while remaining connected to local musical roots and to the influence of Bill Graham. This positioning reflects a balance between large-scale commercial event production and the preservation or activation of culturally significant venues. Rather than being defined by a single artist, genre, or consumer product, Another Planet’s brand is built around the creation and operation of live experiences. In August 2024, Another Planet produced the first stand-alone after-dark concert in San Francisco’s Golden Gate Park. The event represented an extension of its work in public and culturally prominent spaces, and showed the company pursuing event formats beyond its established festival and venue activities. The supplied references do not establish a complete chronology of its ownership, financial performance, current management structure, or all events produced since its founding.

• 2024

  First stand-alone after-dark Golden Gate Park concert

  [1]Another Planet Entertainmenten.wikipedia.org

  In August, Another Planet produces the first stand-alone after-dark concert in San Francisco’s Golden Gate Park.

• 2003

  Another Planet Entertainment is founded

  [1]Another Planet Entertainmenten.wikipedia.org

  Greg Perloff, Sherry Wasserman, and Steve Welkom establish the independent live-entertainment company in Berkeley, California.

• Expansion into major Bay Area venues

  [1]Another Planet Entertainmenten.wikipedia.org

  The company develops concert-promotion and event-production activity at venues including Berkeley’s Greek Theatre, Oakland’s Fox Theater, and San Francisco’s Castro Theatre.

• Outside Lands partnership

  [1]Another Planet Entertainmenten.wikipedia.org

  Another Planet co-founds and co-produces the Outside Lands festival in San Francisco.

Independent concert promotion, festival production, artist management, and culturally focused live-event operations

• Live entertainment services

  Concert promotion

  Another Planet promotes individual concerts and tours by coordinating artists, venues, marketing, ticketing partners, production suppliers, staffing, and audience operations. The service is the company’s core live-entertainment activity and is delivered through relationships with prominent Bay Area venues and other event locations.

• Festival production

  Music festivals

  The company develops and produces large multi-stage festivals, including Outside Lands, Breakaway Festival in San Francisco, and its co-production work on Life Is Beautiful in Las Vegas. Festival production combines programming, site operations, artist services, sponsorship, food and beverage coordination, crowd management, and production logistics.

• Artist services

  Artist management

  Artist management is part of Another Planet’s stated business scope. The company’s management role is distinct from concert promotion and can include career, booking, business, and live-performance coordination, although the supplied material does not identify a complete roster of managed artists.

• Venue-based live events

  Venue events

  Another Planet produces and promotes events in culturally significant venues, including the Greek Theatre in Berkeley, the Fox Theater in Oakland, and the Castro Theatre in San Francisco. These projects combine venue programming with event production, marketing, and operational execution.

• Outside Lands

  San Francisco · United States

  Another Planet co-founded and co-produces Outside Lands, a large festival in San Francisco that extends beyond music into food, art, and broader experiential programming.

  Outcome. The festival became one of the company’s principal large-scale live-event projects.

  Source
• Breakaway Festival

  San Francisco · United States

  Another Planet produces the San Francisco edition of Breakaway Festival, adding a contemporary festival format to its Bay Area event portfolio.

  Outcome. The company maintains a production role in the San Francisco festival.

  Source
• Life Is Beautiful

  Las Vegas · United States

  Another Planet co-produces the Life Is Beautiful festival in Las Vegas, extending its festival-production activity beyond Northern California.

  Outcome. The company participates in the operation of a major Las Vegas festival project.

  Source

• 2024

  Introduce a stand-alone after-dark concert format in Golden Gate ParkProduct launch

  Background

  Another Planet expanded its public-space event activity in San Francisco beyond established concerts and festivals.

  Action taken

  In August 2024, the company produced the first stand-alone after-dark concert in Golden Gate Park.

  Aftermath

  The event demonstrated the company’s continued experimentation with large-scale live performances in prominent Bay Area public spaces.

  Source

• 2024

  Another Planet produces a stand-alone after-dark concert in Golden Gate Park[1]Another Planet Entertainmenten.wikipedia.org

  Product launch · Other

  In August 2024, Another Planet Entertainment produced the first stand-alone after-dark concert in San Francisco’s Golden Gate Park, adding a new format to the company’s Bay Area event portfolio.

1. 1Another Planet Entertainmenten.wikipedia.org