The Miami holding company that turned an endless-summer feeling into festivals, beach clubs, apparel and a venture portfolio.
The palm-tree mark - grown from Kygo's signature emoji into the badge of a global lifestyle brand.
Palm Tree Crew began as a vibe before it was ever a company. Norwegian DJ and producer Kygo - Kyrre Gorvell-Dahll - had spent years attaching a palm-tree emoji to his tropical-house sound, and fans adopted it as shorthand for a way of living: sun, music, no agenda. Around 2019 that shorthand became a festival, and by 2020 Kygo and his longtime manager Myles Shear had formalized it into a holding company.
Today Palm Tree Crew, headquartered in Miami, is a diversified operator rather than a record label or a single-product startup. It runs a global live-events business, a growing roster of hospitality venues, a direct-to-consumer lifestyle brand, and a multi-product investment arm - all pointed at the same audience and the same feeling.
What makes the structure unusual is its coherence. Most artist ventures license a name and collect a check. Palm Tree Crew instead built an operating company with a CEO, Michael Diaz, and revenue that reaches beyond ticket sales into food and beverage, membership, merchandise and equity.
In September 2025 that model earned outside validation: WME Group led a $20 million Series B, valuing the company at $215 million and forming a strategic partnership meant to push its festivals and clubs further across the US, Europe and, eventually, Asia.
The flagship. Destination festivals across the US and Europe - the Hamptons, Montecito, Napa Valley, Saint-Tropez and Sardinia - headlined by artists including Kygo, Calvin Harris, A$AP Rocky, Swedish House Mafia, John Mayer and The Chainsmokers.
Branded beach clubs, day clubs and hotels - Palm Tree Club Miami, Orlando, Las Vegas and Kansas City, plus a club and hotel in North Bay Village, Florida - extending the festival feeling into a year-round venue business.
A direct-to-consumer line spanning apparel, activewear, footwear, jewelry and accessories, sold via e-commerce. The products translate the Palm Tree way of life into something fans can wear between events.
A multi-product investment arm active across consumer, entertainment, technology and Web3. Portfolio bets include beverage brands Ryl Tea, Cove Soda and SipMargs - drinks that also appear at PTC's own events.
Our goal has been to build more than a company - we set out to create a lifestyle brand that celebrates connection, culture, and the carefree spirit of the tropics.
Palm Tree Crew's business is built to earn from the same fan four different ways. The mix below is an illustrative split of how the ecosystem monetizes an audience across a full year - not audited figures.
Illustrative revenue mix - directional, not disclosed financials.
WME-led round, Sep 2025 - $215M valuation.
Largely affluent millennial and Gen-Z fans drawn to Kygo's music and the tropical-house lifestyle. Palm Tree Music Festival's Instagram audience alone tops 100K followers, and its festivals fill destination venues across two continents.
Live events are weather-dependent, calendar-bound and hard to scale on their own. PTC's answer is diversification: clubs, apparel and investments keep the brand earning - and the audience engaged - year-round.
Rivals tend to specialize - a promoter, a hospitality group, a merch line. Palm Tree Crew stretches a single, emotionally coherent brand across all of them, so each division markets the others.
Where does it fit? Palm Tree Crew sits at a crossroads that few competitors straddle at once. On events, it lines up against promoters like Insomniac and the wider Live Nation universe. On hospitality, its clubs invite comparison to Groot Hospitality, Tao Group and the members'-club model of Soho House. On the consumer and beverage side, it competes with a wave of celebrity-founded lifestyle brands. The through-line - and the reason WME wrote a check - is that PTC treats its audience as an asset it can monetize across all of those categories rather than just one.
Our investment reflects confidence in Palm Tree Crew's vision and alignment between our companies in creating world-class experiences.
Palm Tree Music Festival launches, tied to Kygo's brand and the palm-tree lifestyle.
Kygo and manager Myles Shear establish the diversified holding company, complete with an investment arm.
PTC begins selling apparel and lifestyle products, extending the brand beyond live events.
Palm Tree Clubs open in Miami, Orlando, Las Vegas and Kansas City, plus a club and hotel in North Bay Village.
WME Group leads a $20M Series B, valuing Palm Tree Crew at $215M and fueling global expansion into new markets.
Lead Series B investor and strategic partner - talent access, distribution and business development.
Brand partner across Palm Tree Crew events and activations.
Sponsorship and activation partner for PTC experiences.
Beverage partner pouring at festivals and clubs.
Fashion and lifestyle partner aligned with PTC's consumer audience.
Portfolio beverage brands PTC backs and serves at its own events.
It was founded by Norwegian DJ and producer Kygo (Kyrre Gorvell-Dahll) and his manager Myles Shear. Michael Diaz serves as CEO.
It is a diversified holding company spanning live events and festivals, hospitality clubs and hotels, a consumer lifestyle and apparel brand, and an early-stage investment platform.
It raised a $20 million Series B led by WME Group in September 2025 at a $215 million valuation, with roughly $30 million in total funding.
The company is headquartered in Miami, Florida, with hospitality venues across the US and festivals in the US and Europe.
Its investment portfolio includes beverage brands such as Ryl Tea, Cove Soda and SipMargs, alongside bets across consumer, entertainment, technology and Web3.
Sources: Billboard, Bloomberg, PR Newswire, Music Business Worldwide, Refresh Miami, IQ Magazine, Crunchbase, company sites. Figures are approximate where noted; illustrative charts are directional, not disclosed financials.