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Mushroom launches new live music division MG Live
By Chris Cooke | Published on Friday 28 July 2023
Australia’s Mushroom Group has announced the launch of a new division called MG Live, which brings together a number of the companies already in the group that are focused on promoting shows and tours, including: Illusive Presents, Roundhouse Entertainment, Good Life, I Oh You Touring and Arena Touring.
However, another of Mushroom’s live music firms, Frontier Touring – which formed a joint venture with AEG Presents in 2019 – is not part of the new division. Although it will collaborate with it.
Mushroom Group CEO Matt Gudinski says: “Throughout the last eighteen months we have worked to consolidate a number of Mushroom’s live interests outside of our leading touring business Frontier Touring. 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”.
As well as its companies involved in promoting shows and tours, the Mushroom Group also includes a couple of booking agencies – Premier Artists and the recently launched MBA – alongside a stack of businesses involved in recordings, publishing, merchandise and management.
