Mushroom Group Expands Touring Operations With New Division MG Live

Mushroom Group have today (July 27) announced the launch of another new division, MG Live, to expand their presence in the live entertainment sector.

As reported by The Music Network, MG Live is touted as the biggest independent “touring and events collective” in Australia. It brings together several of Mushroom’s existing businesses in the sector, including Illusive Presents, Good Life Presents, Roundhouse Entertainment, I OH YOU Touring (itself a subdivision of the titular record label) and Arena Touring, as well as the Fridayz Live brand.

The new division will exist alongside Frontier Touring – which remains a part of the Mushroom Group – focussing primarily on “developing branded events and experiences” (though more standard domestic and international touring fare is also on the cards).

Leading operations at MG Live will be Mushroom Group chairperson and CEO Matt Gudinski. In a press statement, he said of today’s launch: “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, which is operated in partnership with global powerhouse AEG Presents. 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.”

It comes amid a busy period for the Mushroom Group – just last week, the legendary music and entertainment giant launched the Mushroom Booking Agency (MBA), described as “an artist-first agency specialising in live bookings and strategy, touring and partnerships”. Gudinski will also work closely on operations at MBA, joining forces with Vita Music Group founder Guven Yilmaz.

Thus far, nine artist’s tours (all of which had been previously announced) have been confirmed to carry the MG Live branding: Jackson Browne, Valley, DMA’S, Bliss n Eso, The Chicks, Sorry, Earl Sweatshirt, The Teskey Brothers and Robbie Williams. A newly announced Boiler Room event in Naarm/Melbourne is also featured in its itinerary of upcoming shows.

Head here for more info on MG Live.