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What led to the 12-year 360 deal with Live Nation and U2 is longstanding relationships and a chain of events that has been in the works for decades. Live Nation has acquired the best promoters in the business all over the world, and these are the promoters that U2 has been working with since they hit it big in the industry. Dating back to their days with original manager Frank Barsalona, the band made connections with promoters that became the larger corporations of today.