Featured Image: Danny Howe on Unsplash
Australian music and entertainment collective Mushroom Group has introduced a new live entertainment company, MG Live.
The new company consolidates a number of events and touring businesses under the umbrella of MG Live, including Illusive Presents, Good Life, I Oh You Touring, Arena Touring and Roundhouse Entertainment. MG Live will also encompass Fridayz Live, the partnership with electronic brand Boiler Room, Melbourne’s Sugar Mountain festival, Wine Island and more.
Matt Gudinski, chairman and chief executive of Melbourne-headquartered Mushroom Group, will also be at the helm of MG Live.
He told Billboard: “Throughout the last 18 months we have worked to consolidate a number of Mushroom’s live interests outside of our leading touring business Frontier Touring. We looked at how to best move forward with our other specialist touring and leading event companies and decided the time was right to combine their strengths and bring them under one banner.”
Gudinski added: “The consolidation that we’re looking at across a number of different areas of the group, you’ll see a number of other things over the next six to 12 months which will really drive greater success, ensure we’re combining our strengths and, really, allow myself and the other leaders of the group to better manage all the different businesses that are part of Mushroom.”
Working alongside Frontier Touring, which is a partnership between AEG Presents and Mushroom Group, MG Live’s companies have sold more than 1.3 million tickets in the last year and have produced tours from the likes of Tyler The Creator, Fatboy Slim, Ed Sheeran, Billy Joel, Richard Marx and more.
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