Live Nation and Syco Entertainment co-founder Sonny Takhar have formed Kyn Entertainment, an entertainment rights and management company, principally based out of Los Angeles. Takhar’s first management client is Sony Music act PrettyMuch.

The JV will focus on the discovery and development of new artists and is not tied to any labels. The puts Live Nation on the front lines of artist discovery and expands options for future synergies within the company. For Takhar, he is able to grow his artists and their audiences with the expertise of the various divisions within LN.

Michael Rapino, President and CEO, Live Nation Entertainment, said, “We have previously worked with Sonny on a number of hugely successful global tours. With this partnership, we look forward to supporting the future superstars he develops.”

Takhar, involved in launching the careers of One Direction, Il Divo, Little Mix, Fifth Harmony and others, said “Kyn, by definition, is a company founded on the simple principle of putting relationships at the center of everything that we do.

“There has never been a more exciting time in our industry to be next to and aligned to the artist, providing them with the tools to become our next global superstars, whether that be hit songs or building their global audiences. This state of the art venture with Live Nation allows the artist to thrive and realize every part of value from what they ultimately create. I can’t wait to get started.”