Live Nation has expanded its operations in Western Australia through its acquisition of the region’s largest locally based touring company, Mellen Events.
Through the partnership, the two companies will look to bring more international and domestic acts to the region, with Mellen Events leveraging Live Nation’s global infrastructure and resources.
The live entertainment giant has made the move in an effort to position itself for further growth across Australasia.
Live Nation Asia Pacific president, Roger Field, said: “Mellen Events have built up a really successful business and reputation for reinventing spaces in Perth and WA as world-class venue sites, attracting top talent.
“By welcoming Brad and his team into the fold we will provide them with the resources to expand their local business, giving us the ability to produce shows with even greater local knowledge and together we’ll work on a shared commitment to bring a greater volume and variety of shows to Western Australia.”
The partnership will also deliver an operating office in Perth for Live Nation, which expands on the company’s commitment to have an on-ground presence in all major cities in the region and the ability to connect with operations across Australia and Asia, including Hong Kong, Singapore, Malaysia, and Thailand.
The deal will also see the joint operation of two greenfield sites, Kings Park in Perth and Nikola Estate in the Swan Valley.
Brad Mellen, chief executive of Mellen Events, added: “By joining forces with the global leaders in entertainment, Live Nation, we can ensure our long-term vision for live events and continue to grow our business here in WA and nationally. This partnership will allow us to attract the very best acts and continue to deliver a unique experience for West Australian music fans.”
Mellen Events has delivered major concerts and events in the region, including Ord Valley Muster, Kaleidoscope Festival of light, art and music with the City of Joondalup, among others.
The news comes after Live Nation chief executive Michael Rapino underlined his optimism for the US and UK markets as event schedules fill up and pandemic-related restrictions continue to ease.
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