According to Australian media and marketing website, Mumbrella, the new agency was founded by Mushroom Group chief executive Matt Gudinski and Mushroom Connect director Kirsty Kassabis.
Mushroom Connect will provide specialist artist management services, influencer marketing, and artist representation for digital brand collaborations. The team’s portfolio already includes partnerships with blue chip companies such as Disney, Google, Netflix, Maybelline, Paramount, Amazon, McDonalds and more.
“We’re really excited to launch Mushroom Connect, because we’re entering a new era of Mushroom Group, where we are managing talent that sits outside of straight music,” Kassabis told Mumbrella.
“We’ve been doing this for a couple of years now, with myself, managing more that digital-age talent. So it’s using the expertise that we already have in-house at Mushroom Group and just utilising them to propel the careers of influencer talent in the same way we’ve done with breaking artists.
“We have a really exciting time to break the new age of talent. So that’s the talent management side of our business. And then, further to that, we are representing artists and big digital talent and also celebrity talent for commercial brand partnerships. We are procuring and executing brand partnerships for those talent as well.”
In July last year, Mushroom Group introduced a new live entertainment company, MG Live.
The company consolidated 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 also encompasses Fridayz Live, the partnership with electronic brand Boiler Room, Melbourne’s Sugar Mountain festival, Wine Island and more.