The latest industry news to your inbox.

I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


Events company Humm rebrands after acquisition

Leading Australian firm is key part of venue developer's 'aggressive growth strategy'

By IQ on 22 Jul 2021

Cedar Mill Group acquires Humm

Humm Events is part of Cedar Mills Group's expansion plans.

As it prepares to open two new venues in Australia, Cedar Mill Group has acquired one of the country’s leading event management companies.

Since it was founded by Iain Morrison in 2001, Humm has been behind a number of major festivals around the country including Beyond the Valley, Good Things Festival, NRL Nation and the Fire Fight Australia benefit concert. Its clients include Live Nation, TEG, Regional Touring, Untitled Group, and the New South Wales government. The firm will be rebranded Humm Events.

“It’s been an amazing ride for the team and the business to date but for Tara and myself it was an opportunity too good to let go,” said Morrison, who will remain at the company with business partner Tara Whitfield. They are joined by Cedar Mill Group’s Kyle McKendry as General Manager. McKendry joined Cedar Mill Group in 2019 after almost two decades at Roche Group.

Morrison added: “We now have the capacity to resource the business how and when we need to. Our ambition is to grow our team and presence further in the Australian/New Zealand markets, continuing a consistent level of industry benchmark outcomes for all of our clients.”

“Our ambition is to grow our team and presence further in the Australian/New Zealand markets”

Cedar Mill Group is building the 30,000-capacity Cedar Mill Lake Macquarie and 22,000 Cedar Mill Hunter Valley, which will both have “multi-million-dollar entertainment and cultural precincts”, according to the company.

Owned by property developers Winarch Capital, Cedar Mills Group says it has “aggressive growth plans”, with an ambition “to become a key player in the events sector,” according to Winarch CEO Paul Lambess.

Humm Events’ services cover event, site and production management; creative concept development; COVID-19, crowd and risk planning; and strategic consulting for event owners. It says feasibility planning is a big growth area.


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.