Live Nation Partners With Mixitup Agency In Joint Venture

Live National Australasia and mixitup Enterprises have today announced the formation of a joint venture mixitup Australia, which will look to develop music and entertainment brand partnerships in the region.

Mixitup, which formed in 2006, had previously worked with Michael Coppel Presents on partnerships for the V Festival and Daft Punk tour, and Coppel, who merged his company with Live Nation and is now President of the Australian company, cements that partnership with the new company.

Having worked with brands including Coopers, Coca-Cola, Magners, Mount Franklin, Pure Blonde, ANZ, Ikea and events including Falls Festival, Harvest, Soundwave and the Independent Music Awards, mixitup Australia will look to pair corporate partners with music events.

Mixitup's Managing Director Greg Segal said, “We share common values centred on delivering professionalism and integrity to the music and entertainment space for brand partners. Being part of the world's leading entertainment company will create substantial opportunities for us to deliver the best outcomes for our clients and sponsors.”

Coppel added, “We are looking forward to continuing our great working relationship with mixitup, who have a well earned reputation for creating and managing highly successful brand partnerships.”