New Company Acquires & Rebrands Major Aus Festival Player

Described as “the engine behind” some of the country’s biggest and most iconic music festivals and shows, one of Australia’s leading event management, logistics and production planning companies Humm has been sold.

Newcastle firm Winarch Capital’s newly-formed Cedar Mill Group has acquired the company and rebranded it Humm Events, as it “doubles down on aggressive growth plans”, offering event, site and production management; creative concept development; and COVID-19, crowd and risk planning; among other things.

Since its launch by Iain Morrison in 2001, Humm has worked behind the scenes of the Fire Fight Australia benefit concert, Beyond The Valley, Good Things Festival and more, with a client list that boasts Live Nation, TEG, Regional Touring, Untitled Group and more.

"It’s been an amazing ride for the team and the business to date but for [business partner Tara Whitfield] and myself it was an opportunity too good to let go,” Morrison said.

”We now have the capacity to resource the business how and when we need to.

“Our ambition is to grow our team and presence further in the Australian/New Zealand markets, continuing a consistent level of industry benchmark outcomes for all of our clients.”

Morrison and Whitfield will serve as Event Directors at Humm Events, while Cedar Mill Group’s Kyle McKendry is appointed General Manager.

"Humm Events is a very important acquisition for our group,” McKendry said.

“Joining the experience and expertise of Iain, Tara and the Humm Events team accelerates our capability in this exciting industry and fits perfectly with our future growth plans.”

Cedar Mill Group has plans to reinvigorate Australia’s live music and events industry as it recovers from the global pandemic, preparing to construct two new purpose-built venues in NSW’s Lake Macquarie and Hunter Valley regions, with an amphitheatre capacity of 30,000 and 22,000 respectively.