Sr. VP, Live Entertainment & Production, Atlanta Hawks & State Farm Arena. Joe Abercrombie is the Senior Vice President of Live Experience with the Atlanta Hawks Basketball Club. He recently led the A/V tech development of the 200-million-dollar renovation of State Farm Arena. In his current role, Joe is responsible for the live experience at all State Farm Arena events and concerts, most notable, Hawks home games, where fans are exposed to 31 million pixels of fascia display, the most LED of any indoor arena. An innovative thought leader in the entertainment industry, Joe focuses on infusing technology with live experience to help engage mass audiences.