The Cream business was reinvented in the mid 2000’s after dance music had experienced a significant downturn. The Team helped to re-energise the Creamfields brand, refocusing on its core dance music audience and taking it from a 1 day event to a 3 day camping festival. By 2012, the event had 60,000 attendees per day and had earned the title of the UK’s biggest dance festival.

Cream was sold to Live Nation in 2012 for a significant undisclosed sum, generating a 9.1x return on investment.