LN Australasia appoints new brand partnership president

Live Nation has announced the appointment of Greg Segal to president of brand and partnerships for Australia and New Zealand.

Segal takes on the newly created position after serving as managing director of Sydney agency mixitup, which he founded in 2006.

Since Live Nation acquired a majority stake in mixitup in 2013, Segal has been responsible for the creation and leadership of the current brand partner programme, forming partnerships with Optus, Amex Air New Zealand, Spark NZ, Virgin Australia and more.

“Since we originally partnered with Greg in 2013, he has developed world-class brand partnerships for the Australian and New Zealand markets,” says Alan Ridgeway, chairman of Live Nation Asia Pacific. “We welcome working more closely with Greg to build on both existing and new brand partnerships in his new role with Live Nation.”

Russell Wallach, LiveNation’s global president of sponsorship and media, adds: “Greg has a proven track record of creating ground-breaking brand partnerships and this opportunity will see him leading a team of specialists in Australia and New Zealand to craft end-to-end solutions for leading brands in music and entertainment.”

“Greg [Segal] has a proven track record of creating ground-breaking brand partnerships”

Segal, who will be based in Sydney and report to Ridgeway and Wallach, says, “Over the last few years we have built a great team and a fantastic group of brand partners. I am excited to be able to continue to work with the team to deliver unforgettable live experiences to music fans across Australia and New Zealand”.

2018 was a record year for Live Nation Australia with high-profile tours including Pink, Taylor Swift, Bruno Mars and Shania Twain. This year brings Red Hot Chilli Peppers, Fleetwood Mac, Maroon 5, Metallica, Childish Gambino and Post Malone and more to the country.

Live Nation, the world’s largest concert promoter, has had a presence in Australia since 2012, when it acquired Michael Coppel Presents (MCP). MCP was later rebranded Live Nation Australia with Coppel as chief executive (he became chairman in March 2017, handing over the CEO reins to Roger Field).

Once mainly ran by independents, the touring landscape in Australia recently lost its last major indie promoter, as Michael Gudinski’s Frontier Touring joined forced with global concert conglomerate AEG Presents. Gudinski had merged with fellow Australian promoter Michael Chugg’s Chugg Entertainment in April.

Another leading independent promoter down under, Paul Dainty of the Dainty Group, sold his business to TEG, the parent company of leading ticketing platform Ticketek, in 2016.

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