Sony Music Masterworks is venturing into the business of live entertainment, forming RoadCo Entertainment with touring entrepreneurs Stephen Lindsay and Brett Sirota of The Road Company.

RoadCo will develop and produce a range of live events based on popular brands and pre-existing intellectual properties, as well as all new immersive, interactive attractions for audiences of all ages. RoadCo Entertainment will also collaborate with Masterworks and the broader Sony family of companies to identify opportunities to develop live experiences based on Sony properties.

Sony Music Masterworks President Mark Cavell and Scott Farthing, Senior Vice President of Masterworks Broadway, will oversee the venture with Lindsay and Sirota. A slate of initial offerings from RoadCo will be announced in the coming weeks.

“RoadCo is the perfect venue for us to join forces and further grow our entertainment division in the U.S. market when the live touring business is ready to return,” Cavell said.

Masterworks and Lindsay-Sirota previously collaborated as part of the co-producing team of SpongeBob SquarePants: The Broadway Musical. The Road Company’s current roster includes the North American tours of Wicked, Moulin Rouge!, Ain’t Too Proud, Beetlejuice, Jagged Little Pill, Oklahoma!, The Band’s Visit, and The Prom.