Mushroom Behind Smokescreen Push

The Mushroom Music Group are behind a push for the “Smokescreen Music Festival” brand which is currently attempting to generate hype for itself while refusing to divulge its intentions.

The name appearing online, largely through social media, earlier this month and the Smokescreen properties are being handled by Mushroom Music Marketing. There is nothing so far that ties the group's touring or label companies to Smokescreen.

A 17-second teaser video was posted earlier this month, with the promoter – listed under the pseudonym Michael Mike Michaels – offering only, “All the killer acts you've been dying to see that will take your breath away.”

Mushroom head Michael Gudinski could not be contacted for comment today.

Ex-Killing Heidi frontwoman Ella Hooper has also declared her involvement with Smokescreen, tweeting “I'm soon to be involved in this music festival with a twist.”