Secret Sounds Group has expanded its leading role in the Australian festival sector after acquiring Spilt Milk operator Kicks Entertainment.
Live Nation-backed Secret Sounds, which already operates Splendour In The Grass and the Secret Sounds festival, has now taken over the group which is behind the multi-city Spilt Milk, which is held in Canberra, Ballarat and Gold Coast.
With a 15-year history in events, Kicks co-owners Ryan Sabet and Jeff Drake’s flagship festival has sold out within minutes every year since its 2016 debut.
Spilt Milk and Fisher Beach Party Tour have already sold out for the summer of 2022, with more festival properties currently in development.
“As festival and music fans ourselves, it’s exciting for us to have new partners that share our vision for event experiences that are fan-focused,” said Drake and Sabet.
“This partnership will evolve our conversations with artists and provide opportunities to activate venues and festivals that can house them. It will strengthen our ability to produce festival tours that deliver on our vision of ensuring quality over quantity.
“Partnering with Secret Sounds and Live Nation is a natural step towards securing the future of new events and cementing those currently in the roster. The majority stake acquisition is also a boost for our loyal, local team. It brings new opportunities to enhance the already exceptional Kicks offerings and provides resources at an important time when fan experience is paramount.”
Secret Sounds said it is getting back to live events “with great vigour” following the pandemic, citing a 50,000-capacity sold out Splendour in the Grass and the biggest Falls line-up ever featuring Lil Nas X and Arctic Monkeys.
“We’ve admired Jeff and Ryan’s work for a long time, they are brilliant entrepreneurs and the next generation of Australian promoters,” said Secret Sounds co-CEOs Jessica Ducrou and Paul Piticco.
“We’ve been super impressed with the way they deliver their events and the consistent growth they’ve achieved with Spilt Milk, including the addition of a Gold Coast show which promptly sold out within days. We are very excited about this partnership and we’re looking forward to combining all of our skillsets and knowledge to support Spilt Milk’s further growth in the future.
“This partnership holds great potential and opportunity for artists, contractors and broadens the Australian music industry as we grow and expand and that’s great for our audiences too.”