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Mushroom Group launches new MG Live touring division

Mushroom Group launches new MG Live touring division
July 27, 2023

Music and entertainment collective Mushroom Group has introduced a new live entertainment division, MG Live, to its business activities.

The new company consolidates several of Mushroom’s premier assets including Illusive Presents, Good Life, I Oh You Touring, Arena Touring and Roundhouse Entertainment while also encompassing Fridayz Live, the partnership with electronic brand Boiler Room, Melbourne’s Sugar Mountain festival and Wine Island and more.

As advised in a statement issued today, Mushroom Group Chairman and Chief Executive Matt Gudinski (pictured) will head the business which “will continue to deliver a wide range of tours” alongside sister company Frontier Touring.

The statement added that Mushroom’s specialist promoter brands, including Illusive Presents, I OH YOU Touring, and Arena Touring, along with their respective tour agents, will continue to operate as experts in their various genres under the MG Live company.

Advising that initiative is the culmination of 18 months’ work, Gudinski advises in the statement that 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.”

Gudinski went on to tell USA-based publication Billboard “the consolidation that we’re looking at across a number of different areas of the group, you’ll see a number of other things over the next six to 12 months which will really drive greater success, ensure we’re combining our strengths and, really, allow myself and the other leaders of the group to better manage all the different businesses that are part of Mushroom.”

Working alongside Frontier Touring, which is a partnership between AEG Presents and Mushroom Group, MG Live’s companies have sold more than 1.3 million tickets in the last year and have produced tours from the likes of Tyler The Creator, Fatboy Slim, Ed Sheeran, Billy Joel and Richard Marx

The unveiling of MG Live follows Mushroom Group have unveiled its new booking agency, MBA, earlier this week.

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