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Driift sells 85k tickets for Little Mix livestream

Online event promoter and producer Driift sold more than 85,000 tickets for Little Mix’s livestream from The O2 in London last Saturday.

Broadcast live on 14 May and directed by Liz Clare of Gold Dust Films, the show marked the final date on Little Mix’s Confetti Tour.

The livestream of the sold-out concert was watched by ticket buyers in 143 countries including 29,000 cinema-goers, who watched a simulcast of the event via a partnership with Rippla in association with CinemaLive.

“The format is clearly here to stay”

“Now the music business has emerged from lockdown, and with gigs and festivals once again in full flight, we are only now seeing the full potential of livestreaming,” says Ric Salmon, Driift co-founder and CEO. “The format is clearly here to stay, and with the right artist and the right creative and technical team in place, we can expand a single one-off performance into a genuine global event.

“The reaction from fans has been astonishing. I would like to congratulate Little Mix, their brilliant management team, and all our partners on this incredible achievement, and I’m delighted so many people around the world could share in such a unique and special moment.”

Co-founded by Salmon and Brian Message at ATC Management, Driift has now produced more than 40 online shows for artists including The Smile, Westlife, Laura Marling, Nick Cave, Niall Horan, Andrea Bocelli, Kylie Minogue, Fontaines DC and Dita Von Teese.

“It’s been a real pleasure to repeat our partnership outside of lockdown”

With livestream tickets priced at £13/€15.50/US$17/AUS$23, the original 8pm UK broadcast for Little Mix was later retransmitted for audiences in North America and Asia. Ticket buyers could also enjoy on-demand, replays for up to 48-hours after the concert ended. Driift estimates that over 200,000 fans will have accessed the show online – equivalent to 10 times The O2’s 20,000 capacity.

“Having worked with Driift on Niall Horan’s Royal Albert Hall livestream back in 2020, it’s been a real pleasure to repeat our partnership outside of lockdown,” Harry Magee, co-founder, of Modest! Management, which represents Little Mix. “We are delighted with the results, and particularly that such a genuinely global audience could share in the celebratory experience of Little Mix’s last show at The O2.”

Driift, which counts Beggars Group and Deezer as investors, also co-produced the Live At Worthy Farm livestream for Glastonbury Festival. It has now sold more than 700,000 tickets and won recognition from BAFTA, the Royal Television Society and The Webby Awards.

 


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Olly Murs celebrates ten years of touring

Olly Murs and his management have been presented with a commemorative plaque celebrating his ten-year touring career.

On the first of Murs’s two May shows at the O2 in London (17–18 May), CAA, which represents the British singer worldwide, honoured Murs and Modest! Management for a decade-long touring career (2009–19) with over 300 shows and 1.8 million tickets sold.

Pictured, from left to right, are: Modest! production manager Ant Carr, tour security Tony Murphy and tour manager Mark Murphy (back row), and Modest!’s Harry Magee and Sarah Gallagher, Olly Murs, CAA’s Mike Greek and Modest!’s Richard Griffiths (front row).

Griffiths and Magee, who co-founded Modest! in 2003, also look after the Spice Girls, Little Mix and One Direction’s Niall Horan. They will receive the prestigious MITs Award this November, and last year were presented with the coveted Peter Grant Award at the Artist & Manager Awards.

 


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Richard Griffiths and Harry Magee to receive MITs 2019

Veteran artist managers Richard Griffiths and Harry Magee, co-founders of Modest! Management (the Spice Girls, Little Mix, One Direction), are to be jointly awarded the prestigious Music Industry Trusts (MITs) Award 2019, organisers announced today.

The 28th MITs Award ceremony – held on 4 November, once again in aid of Nordoff Robbins and the Brits Trust – will see Magee and Griffiths join the ranks of previous MITs honourees including Sony Music CEO Rob Stringer, Universal Music CEO Sir Lucian Grange, Atlantic Records founder Ahmet Ertegun, Syco’s Simon Cowell, Glastonbury Festival founder Michael Eavis and, most recently, CAA agent Emma Banks.

Griffiths, whose career spans live music, publishing, recording and artist management, has worked with talent including AC/DC, Ultravox, Jane’s Addiction, Oasis, Pearl Jam, Rage Against the Machine, Westlife, Enrique Iglesias and Linkin Park over 40-plus years.

In 1974 he founded Headline Artists, becoming the first international agent for AC/DC. Three years later, as A&R for Island Records, he signed Buggles, whose hit ‘Video Killed The Radio Star’ was the first no1 in the label’s history.

In the ’80s he managed Ultravox and later founded the US division of Virgin Music. After a spell leading New York-based Epic Records as president, he returned to the UK, holding executive posts at BMG Entertainment and, alongside Simon Cowell, signing Westlife to RCA.

“It is such an honour to be receiving this amazing award”

Leaving BMG in 2001, Griffiths set up the UK arm of US management powerhouse the Firm, where he and Magee worked with Enrique Iglesias and Linkin Park, among others.

Magee, meanwhile, has worked with a succession of British and American stars, including Berlin, Lisa Stansfield, Whitney Houston, Yazz, Sting, Sheryl Crow, Westlife, Eurythmics and Foo Fighters.

After founding the indie Wire Records, Magee’s major-label experience began in 1989 as BMG’s Arista’s head of marketing, where he helped break Lisa Stansfield and delivered British success for Arista’s American stars, including Houston.

He returned to BMG in 1998, after having led Big Life Records and then A&M Records as managing director, being appointed MD of RCA Records. At BMG he helped broker the relationship with Cowell and acts including Westlife and Five, and steered the label’s accomplishments with Natalie Imbruglia, Foo Fighters and Annie Lennox and Dave Stewart as they reformed Eurythmics.

He co-founded the Firm in UK with Griffiths, before the pair established Modest! in 2003.

“Honouring two artist managers is a first for the MITS and we’re proud for them both to join the illustrious recipients list”

Modest! Management’s current roster includes the likes of Niall Horan, Little Mix, Olly Murs, Alison Moyet and the Spice Girls. It represented Horan’s former band, One Direction, from 2010, guiding the group towards 75 million in album sales and worldwide sell-out stadium tours before their split in 2016.

David Munns OBE, chairman of the MITs 2019 Award committee, comments: “Richard and Harry have been at the forefront of the British music industry for over forty years. Individually, and as the founders of Modest!, they have continually set the benchmark in management and have led countless artists to huge success.

“Honouring two artist managers is a first for the MITs and we’re proud for them both to join the illustrious recipients list. We look forward to a fantastic awards night on 4th November.”

“It is indeed a great honour for Richard and I to be given the MITs Award and to have the opportunity to highlight two exceptional charities in the Brit Trust and Nordoff Robbins,” comments Magee. “We proudly look forward to November 4 for some fun and fundraising.”

Griffiths adds: “It is such an honour to be receiving this amazing award together with my great friend and partner Harry Magee. To help raise money for these two wonderful charities is an honour and a privilege.”

 


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