Mushroom Group Enters 'New Era' With Talent Management & Partnerships Agency

10 July 2024 | 11:58 am | Mary Varvaris

Mushroom Group Chief Executive Matt Gudinski and Mushroom Connect Director Kirsty Kassabis founded the new company.

Kirsty Kassabis and Matt Gudinski

Kirsty Kassabis and Matt Gudinski (Credit: Liam Pethick)

Mushroom Group has announced its latest venture, launching Mushroom Connect – a talent management and partnerships agency – and heralding a “new era”.

Mushroom Group Chief Executive Matt Gudinski and Mushroom Connect Director Kirsty Kassabis founded the new company.

Kassabis’ team is spearheaded by experienced music and media experts, including Gabriela Franchina (LADbible Group, YouTube), Bella McDonald (The Brag Media), and Mushroom Group’s Strategy & Partnerships Manager Ben Dennis will lead Mushroom Connect’s new artist and talent partnership division.

With Mushroom Connect, clients will receive specialist talent management services, influencer marketing and artist representation. The company also comes with partnerships with brands such as Disney, Google, Netflix, Maybelline, Kathmandu, Paramount, Amazon, McDonalds, Jetstar, and Swisse.

In addition to the brands, clients will receive services from collaborative efforts between Mushroom Creative House, Mushroom Events, Mushroom Management, Mushroom Studios, and MG Live.

At the time of writing, Mushroom Connect procures and executes commercial partnerships on behalf of Luke and Sassy Scott, DMA’S, Peking Duk, Teen Jesus And The Jean Teasers, and Vera Blue.

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In a statement, Gudinski said of the new company, “One of the secrets to Mushroom’s success over the last fifty years is that we’ve always been open to new ideas and ways of empowering our people.

“The fact Mushroom Connect is part of the wider Group means our specialist team has unparalleled access across the music, events, and entertainment industries to bring brand ideas to life and deliver world-class partnerships with top influencer talent.”

Kassabis added, “Traditional marketing methods alone don’t really cut it anymore. Audiences are savvier and more diverse than ever before. This is why talent-led digital content has become a real game changer. Brands are now focusing on authentic, digital-first creative, and they’re seeing immediate results with direct consumer impact.

“In this nuanced era, talent is eager to partner with brands that they mutually align with and have genuine love for. Brands utilise talent to reach new audiences and build an authentic connection with their target market.

“This is the perfect storm for us to drive strategic partnerships by connecting talent and brands together. To quote our punchy tagline, ‘We’ve got connections’.”