Former Live Nation Asia-Pacific president Roger Field has set up a new live events advisory agency aimed at assisting new entries into the sector.
Field, who is based in Melbourne, Australia, has launched Further Afield after departing Live Nation in April 2024 following 14 years with the group.
The new venture will advise businesses looking to interact with the live events industry, with a focus on business development, market insights, and industry advocacy.
Field said his agency will seek to assist operators from other sectors to make their entry into live events.
“I’m still engaged with the live industry I know and love, while also building a growing portfolio of contacts in related industries that want to diversify their offering to include live entertainment, and ultimately improve the experience for all customers and fans,” Field said.
“My previous role leading an APAC organisation of 300-plus people and tens of millions of dollars turnover gave me the privilege of dealing with prime ministers, premiers, politicians, media and peak nodies, leading to a significantly improved appreciation of the capability, scale and value of the live industry.”
Further Afield will delivering targeted strategy for clients through a “multi-service methodology” that Field says is built on creating new ways to “connect the previously unconnected”.
He said: “The live events industry isn’t particularly easy for outsiders to understand and navigate, and I see this as a huge, missed opportunity.”
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