Mama founder launches events agency BeSixth

Live music veteran Dean James, formerly CEO of Mean Fiddler and Mama & Company, and Gavin Aldrich, managing director of youth marketing firm Campus Group, have launched BeSixth, a live events agency with offices in London and Sydney.

The pair, which also own multipurpose London venues Oval Space and the Pickle Factory, say BeSixth – which incorporates Campus Group, as well as a production division, BeLive – will provide clients with a “credible and effective route to bring brands into the worlds of entertainment, music and live experience”.

James left Mama, which he co-founded in 2005, in 2013, and established a new artist services business, Sixth, the following year. (Under his leadership, Mama acquired festivals and venues including the Great Escape, Lovebox, Wilderness and the Hammersmith Apollo. Live Nation acquired the company in 2014.)

BeLive client services include brand activations, experiential and live content, event sponsorship, event production, festivals, pop-up shops and artist partnerships.

The company expects to announce details of a third office, in the US, in the coming months.

“Matching artist and brand profiles correctly allows for campaigns that really tap into youth culture”

James, BeSixth’s chairman, says: “The youth demographic is the largest in the world and music is key to reaching them. Brands want to engage with these audiences; they appreciate the importance of authenticity and understand music is key to reaching young audiences effectively.

“BeSixth’s offering is designed to allow brands to access the best live experience and entertainment has to offer. Matching artist and brand profiles correctly allows for campaigns that really tap into youth culture, generating results you can’t get via other means.”

Adds managing director Leslie: “As venue owners and event programmers, we work face to face with our audience 24/7. The detailed audience analysis and targeting this enables, combined with our unrivalled music expertise, means we’re able to deliver creative strategy for brands that celebrates shared passions through experience.

“Combining our existing and new offerings under the new BeSixth brand is all about utilising these capabilities for new brands in new markets, making sure they’re in the right place with the right execution in order to maximise impact.”

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