'Lake Effect Promotions' Storms onto Oswego’s Entertainment Scene Submitted photo
Written by  Jul 04, 2017

'Lake Effect Promotions' Storms onto Oswego’s Entertainment Scene

Michael Sorendo is putting a new spin on the phrase “lake effect.” His new business, Lake Effect Promotions, premiered its first top act when national recording artist Courtney Dickinson recently dazzled patrons at The Sting on West Bridge Street in Oswego. Dickinson is currently on a nationwide radio tour promoting her new hit single, "So Over The Rainbow."

Sorendo, 34, said after being hired as a promotions manager for a local venue, his interest in the industry was sparked. "In just a matter of months, I turned it into one of the best music venues in Central New York," said the Oswego native.

With this networking experience under his belt, Sorendo decided to launch his own venture. “I discovered a passion for the industry and that very passion drives my promotions and creates the atmosphere of an actual event rather than just another night," Sorendo noted.

A union tradesman, Sorendo has booked hundreds of bands that feature local and regional talent. Along with booking acts, Lake Effect Promotions also provides management for artists.

"I am managing a few local bands as well as solo acoustic acts such as Bryan Syrell, and now booking for Dickinson," Sorendo said. "Working with local talent and giving them the exposure they deserve is a key element into why I love doing what I do," he said. "This is breathing new life back into the community in the form of music."

Sorendo has plans that include a "Road To Nashville" series that will feature popular country music performers. "I have three coming to Oswego in July and August," he said.

Other goals for Lake Effect Promotions include being able to work with several other taverns and venues. "This is not just for booking but to offer my skills in promotions," he said.

While Sorendo intends on helping existing establishments reach a higher level as a music venue, he also wants to introduce new entertainment options to businesses looking to offer more for its patrons. "Booking and promoting in Oswego is what I enjoy most. Seeing local businesses flourish while offering the best music and experience to the local community is priceless to me," Sorendo said.

We at iheartoswego wish Sorendo and his company Lake Effect Promotions all the best.

For more info about Lake Effects Propmotions, visit their Facebookpage at https://www.facebook.com/SorendoPromo/

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