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Sahara Herald, who joined Frontier in 2014 after 18 years at Big Day Out, steps up to tour director alongside Gerard Schlaghecke
By Jon Chapple on 22 Nov 2018
Leading Australasian promoter Frontier Touring has promoted Sahara Herald to the role of tour director, following the recent departure of Michael Harrison for AEG Global Touring in the US.
Since joining Frontier in 2014, Herald has worked on tours for Troye Sivan, Lorde, the Killers, Muse, Harry Styles and, most recently, Sam Smith. She was also an integral part of the huge 2017 tours of iconic Australian artists Paul Kelly and Midnight Oil, the latter of which was nominated for a Helpmann Award for best contemporary concert.
Prior to joining Frontier, she was national event coordinator for the late Big Day Out festival, where over the course of 18 years brought artists including Neil Young, Björk, Nick Cave, Kraftwerk and PJ Harvey to several Australian cities.
In her new role, Herald will be responsible for both maintaining and developing Frontier’s existing roster of artists, and nurturing upcoming acts and building new agent relationships. She joins fellow tour director Gerard Schlaghecke, alongside managing director Michael Gudinski, in securing tours for Frontier.
Gudinski comments: “Sahara has proven time and again her true passion for live music and hard work. Since joining Frontier, she has played a key role in the success of a number of our tours, and I’m incredibly excited to see her take this next step with the company as we continue to grow and diversify.”
“Sahara has proven time and again her true passion for live music and hard work”
“I’m thrilled and grateful to embrace this next stage of my career and to continue to work with Michael Gudinski and the tremendous team at Frontier Touring to bring memorable live music experiences to audiences across Australia and New Zealand,” Herald adds.
“While evolving technology has changed the way we consume music, I still strongly believe that the raw, electric moment of being part of a live concert has the power to bring immeasurable joy and lasting memories to punters. It’s helping deliver those magic moments that keeps me truly engaged and passionate about what I do.”
Herald’s new role is the first of many new announcements for the company, says Gudinski.
“Michael Harrison has been a core part of the Frontier team for almost two decades. It’s never easy to see a great staff member leave but I’m happy it’s to our good friends at AEG Presents,” he continues. “With his recently announced departure and Frontier’s rapid expansion in recent years, this has been a good time for us to review our situation and I’m pleased to say we will have some further exciting announcements about additions to the Frontier team soon.”
Upcoming Frontier tours include Kylie Minogue, Norah Jones, Bryan Adams, Arctic Monkeys, Bryan Ferry, Rodriguez, and Lily Allen.
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