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Frontier Touring legend steps back after 50 years

Australian music industry legend Mary Bainbridge has confirmed that she will be stepping back from her full-time role at Frontier Touring/Mushroom at the close of 2024, after nearly 50 years at the company.

Throughout her career, Bainbridge has been responsible for many areas of the touring business, but most recently has acted as Frontier’s senior ticketing and marketing lead and as a mentor to staff.

Originally hailing from England, she started her career at Mushroom’s Premier Artists in 1977 before moving into a role with the late Michael Gudinski.

From there she began to work across Frontier’s tours, including some of the most iconic and record-breaking tours in Australia and New Zealand’s history such as Kylie, Ed Sheeran, Madonna, Foo Fighters, Bryan Adams, Paul McCartney, The Police, Guns N Roses, Eagles, Taylor Swift, Billy Joel, Rod Stewart, Bruce Springsteen, Leonard Cohen and many, many more.

Bainbridge will consult with Frontier Touring until June 2025.

“With close to 50 years of experience, she has arguably seen and done it all”

“Mary Bainbridge is as legendary as the most iconic of artists that Frontier tours,” says Frontier Touring CEO Dion Brant.

“With close to 50 years of experience, she has arguably seen and done it all. Always reluctant to put herself out there she often refers to herself as Frontier’s chief bottle washer but everyone in the industry knows that Mary has been integral in developing the live music industry in Australia to where it is today and was Michael Gudinski’s right-hand woman up until his passing.

“She’s not quite rid of us yet, but I’d like to take this opportunity to recognise and thank her for everything she has done for Frontier Touring and the broader industry to date.”

Mushroom Group CEO and Frontier Touring director Matt Gudinski, adds: “I’ve known Mary for literally my entire life – she is an icon of our business who has contributed considerably to the cultural identity of both Mushroom and Frontier.

“Mushroom has always been about family and Mary has been a pivotal part of our family for close to five decades. It’s impossible to fully recognise her contribution over the years but on behalf of everyone at Mushroom I would like to thank her and wish her all the best for the future.”

Bainbridge comments: “Frontier and Mushroom have been a major part of my life and while I’m incredibly sad to be leaving, this does feel like the right time. Thank you to everyone for the many memories – some that can never be shared of course!”

 


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Australia’s Always Live 2024 lineup revealed

Australian concert series Always Live is returning for a third edition, with more than 280 artists set to perform across Victoria later this year.

The series was launched in 2022 by the late Frontier Touring/Mushroom Group founder Michael Gudinski in a bid to revitalise the state’s live music scene.

This year’s 17-day extravaganza will feature concerts from acts such as Jack White, St Vincent and The Offspring between 22 November and 8 December.

International artists, however, only make up a portion of the bill, with 208 of the 289 acts hailing from Victoria.

Artists will deliver 65 free and low-cost concerts across cities such as Melbourne, Gippsland, Ballarat, Geelong and Bendigo. Notably, more than 35% of the 65 events will take place in regional Victoria.

“This year’s Always Live program not only reinforces our status as the music capital of Australia but brings an extraordinary array of unique and exclusive experiences to audiences across the State,” says Matt Gudinski, chair of Always Live and son of Michael.

“Always Live continues to be an Australian beacon for live music events”

“I am incredibly proud to be part of delivering this year’s program and continuing to build the legacy of Always Live. It’s a privilege to contribute to Victoria’s rich music history and to support our live music sector.”

Psyche Payne, CEO of Always Live, added, “Always Live continues to be an Australian beacon for live music events, with the very best local, national, and international artists coming together across an epic 17-day celebration of our world-leading live music scene.

“I’m thrilled to share part of our 2024 lineup today, which reflects our ongoing and deep commitment to showcasing and supporting our vibrant local venues and the entire live music ecosystem of this state.”

Emily Ulman, executive programme director of Always Live, concluded, “Our ALWAYS LIVE 2024 program is set to showcase the incredible vibrancy and diversity of Victorian music, celebrating our unparalleled home-grown talent alongside the best international acts.

“From intimate gigs in country pubs to major concerts in iconic venues, each event will create unforgettable memories and truly memorable music moments.”

Always Live has previously hosted concerts with Christina Aguilera, Foo Fighters and Jessie Ware.

Organisers claimed the inaugural Always Live programme delivered more than A$80 million (€48m) to the Victorian economy.

 


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Australian concert series to debut this November

Mushroom Group’s Roundhouse Entertainment is partnering with the Royal Botanic Gardens Melbourne on a new 5,000-cap live music series.

The lawns of the Observatory Precinct will be utilised as an outdoor concert space for the launch of Live At The Gardens over two weekends this November, with another series of shows to follow in March 2025. Artists will be announced shortly.

“We are thrilled to launch Live At The Gardens, a one-of-a-kind music festival, creating an experience that celebrates music, nature and community,” says Roundhouse Entertainment director Michael Newton. “The team at Roundhouse are honoured to have the opportunity to work with the renowned Royal Botanic Gardens Melbourne to stage this new event allowing people to enjoy live music under the stars, in a beautiful garden setting. We look forward to announcing an eclectic mix of performers in the coming weeks.”

Organisers are planning to make Live At The Gardens an annual event.

“We look forward to delivering an amazing series of shows with some very special talent in this stunning location”

“Mushroom Group is focused on bringing unforgettable live music experiences to music fans and there is no better place to do that than in one of Melbourne’s most iconic locations, Royal Botanic Gardens Melbourne,” says Mushroom Group CEO Matt Gudinski. “We look forward to delivering an amazing series of shows with some very special talent in this stunning location.”

Royal Botanic Gardens Victoria acting director and chief executive Chris Russell adds: “We are delighted to partner with industry experts, Roundhouse Entertainment to bring Live At The Gardens to life. This exciting collaboration seamlessly blends the stunning natural beauty of Royal Botanic Gardens Melbourne with world-class entertainment, to create an unforgettable concert experience that celebrates music, nature, and the vibrant culture of Melbourne.

“We look forward to welcoming nature and music lovers to what will undoubtedly be one of the year’s most memorable events.”

The Roundhouse team is also behind long-running Australian concerts brand A Day On The Green, which has confirmed gigs with Take That and Roxette for 2024/25.

 


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Mushroom Events posts biggest-ever year

Australia’s Mushroom Events has revealed it posted its biggest-ever year in 2023 as its parent company celebrated its 50th anniversary.

The Melbourne-based event and booking specialist, which is part of the Mushroom Group, was established in 2010 and services major sports and corporate events.

It delivered more than 110 events across the country last year, booking over 190 artists such as Kiss, Tones And I, G Flip, The Veronicas, Amy Shark, Dan Sultan and Client Liaison. Clients include the Formula 1 Australian Grand Prix, the Australian Football League and the Melbourne Cup Carnival, as well as a number of charity fundraisers.

“There’s nothing Australians like more than sport and live music,” Mushroom Events project director Anna Toman tells The Music Network. “Live music builds on the fan experience by adding excitement and energy to an event. The right artist at the right event can create a truly unforgettable experience.

“There is a huge appetite to incorporate live music at events, which is fantastic because it gives emerging talent an opportunity to showcase their music. On top of that, a lot of these opportunities also include a broadcast moment, which has incredible promotional value for new artists.”

Mushroom Group’s 50th anniversary celebrations included the Mushroom 50 Live concert, held at Melbourne’s Rod Laver Arena last November. The night brought together dozens of domestic artists, including DMA’s, The Temper Trap, Amy Shark, Jimmy Barnes, Kate Ceberano, Birds of Tokyo and The Teskey Brothers, to perform 50 songs for 50 years.

Other highlights included a documentary on the life and career of legendary Frontier Touring/Mushroom Group founder Michael Gudinski, who died in 2021, as well as the release of limited edition merchandise and new recordings of iconic Mushroom Records singles, culminating in a Mushroom 50 album.

“The core of Mushroom is to invest in supporting Australian talent and to take it to the world”

“To survive 50 years as an independent music entertainment company is something we’re extremely proud of,” Mushroom Records CEO Matt Gudinski, son of Michael, told Billboard last month. “We’ve tried to celebrate not only the history of the company, but the future.”

Michael Gudinski’s formed Mushroom Records and Mushroom Music Publishing in Melbourne in 1972, while Frontier Touring, founded in 1979, has worked with artists including Ed Sheeran, Kylie Minogue, the Rolling Stones, Bruce Springsteen, Madonna, Paul McCartney and Foo Fighters. It merged with AEG Presents in 2019.

“The core of Mushroom is to invest in supporting Australian talent and to take it to the world,” added Matt. “My dad was big on the saying of being a leader, not a follower. We’ve continued to evolve and adapt; it’s why we sit here with so many different business arms to the Mushroom Group, because we’re not reliant on one.

“[We’ve been] able to continually evolve and ensure that we’re looking for the next thing, not the current thing. And investing in great people and other great entrepreneurs has really allowed us to stay successful over such a long period of time.”

Matt Gudinski, who joined the firm aged 17 in 2003 and took over as CEO following his father’s sudden passing, also discussed how Michael had prepared him for the role.

“It’s all about reputation in our business,” he said. “He just instilled into me those key fundamentals: how to ensure that the business moves forward and all the foundations that he’d laid go on for a long time. Mushroom’s success is really down to amazing people, great artists, loyalty and strong overall values.”

 


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Mushroom Group unveils new touring division

Australia’s Mushroom Group is consolidating a number of its leading events and touring businesses under one banner, MG Live.

MG Live will combine specialist promoter brands such as Illusive Presents (hip-hop, rap and R&B), I OH YOU Touring (indie) and Arena Touring (80s heritage acts).

Also included is Roundhouse Entertainment (promoter of A Day on the Green winery events), Good Life Presents (leading under-18 events company), Fridayz Live (a partnership with electronic juggernaut Boiler Room) and more.

The division’s primary focus will be on developing branded events and experiences alongside its domestic and international headline touring, according to a release.

Now deemed Australia’s largest independent touring and events collective, MG Live will deliver a wide range of tours hand in hand with sister company Frontier Touring.

During the last twelve months, the two companies have been responsible for tours including Tyler, The Creator, Fatboy Slim, Ed Sheeran, Billy Joel, Richard Marx, Pavement, Ashnikko, Abbie Chatfield, Joey Bada$$, Vengaboys, J Balvin, Clinton Kane, Channel Tres and Dry Cleaning, selling more than 1.3 million tickets.

MG Live’s primary focus will be on developing branded events and experiences

“Throughout the last eighteen months, we have worked to consolidate a number of Mushroom’s live interests outside of our leading touring business Frontier Touring, which is operated in partnership with global powerhouse AEG Presents,” says Mushroom Group CEO Matt Gudinski. “We looked at how to best move forward with our other specialist touring and leading event companies and decided the time was right to combine their strengths and bring them under one banner.”

MG Live’s upcoming events include Robbie Williams and The Chicks performing at A Day on the Green, as well as tours by 070 Shake, The Teskey Brothers, DMA’S, Valley and Earl Sweatshirt.

News of the new live entertainment company comes a week after Mushroom Group launched new booking agency, MBA.

Mushroom Records was founded by the late Michael Gudinski in 1972, with his group of companies firmly establishing itself as one of the foremost music and entertainment specialists across both Australia and New Zealand.

Matt Gudinski was named Mushroom CEO in April 2021 in the wake of his father’s sudden passing the previous month.

 


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Mushroom Group launches MBA booking agency

Australia’s Mushroom Group has launched a new booking agency, MBA, in partnership with Guven Yilmaz, formerly of Vita Music Group.

Melbourne and Sydney-based MBA (Mushroom Booking Agency), which will specialise in live bookings and strategy, touring and partnerships, will be led by Yilmaz, whose team includes Shelley Liu, Sam Rogers and ex-Niche agent Matt Thomson, who will head up the Sydney office.

Mushroom Records was founded by the late Michael Gudinski in 1972, with his group of companies firmly establishing itself as one of the foremost music and entertainment specialists across both Australia and New Zealand.

“Mushroom has been esteemed as the independent leader in the Australian music and entertainment industry,” says Yilmaz, who founded Vita in 2015. “Partnering with a company that not only emphasises but promotes an independent entrepreneurial culture was essential to me.”

Matt Gudinski was named Mushroom CEO in April 2021 in the wake of his father’s sudden passing the previous month.

“Matt Gudinski has long been successful in the touring realm, and he’s continued to foster a culture that empowers those he works with,” adds Yilmaz. “There was room for a new and dynamic offering within Mushroom, so partnering with Matt on MBA was incredibly appealing and a natural progression.

“We’re proud to offer the culture and approachability of a more agile business, while providing the resources of a larger one”

“We’re proud to offer the culture and approachability of a more agile business, while providing the resources of a larger one. We’re about ensuring personalised attention from our team, who will work closely with clients to ensure we amplify our artist and manager’s touring strategies.”

The MBA roster includes artists such as 3%, Benson, Conrad Sewell, Hellcat Speedracer, Keli Holiday, Johnny Hunter, Nyxen, Pretty Girl, Kaylee Bell and Skin on Skin.

“We’re delighted to have Guven join the Mushroom family,” adds Matt Gudinski. “He’s a very well respected agent and operator, with an incredible track record to boot. Supported by a first-class team including Shelley Liu, Sam Rogers and Matt Thomson, I am excited about the offering we are going to create for the talent we represent. I look forward to establishing this new agency together with Guven and the team.”

Mushroom Group split from booking firm The Harbour Agency in late 2021 following complaints about management behaviour and workplace culture.

Meanwhile, a new documentary detailing the extraordinary life and career of Michael Gudinski will make its premiere at the Melbourne International Film Festival on 10 August, three weeks before its theatrical release across Australia on 31 August.

Entitled Ego: The Michael Gudinski Story the film will feature archive footage and interviews with Gudinski, while artists such as Kylie Minogue, Dave Grohl, Ed Sheeran, Sting, Bruce Springsteen and Jimmy Barnes will talk about the late music mogul’s impact on their careers, as well as on the wider music industry in Australia and internationally.

 


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Michael Gudinski doc to premiere at Oz film fest

A new documentary detailing the extraordinary life and career of Mushroom Group founder Michael Gudinski will make its premiere at the Melbourne International Film Festival on 10 August, three weeks before its theatrical release across Australia on 31 August.

Entitled Ego: The Michael Gudinski Story the film will feature archive footage and interviews with Gudinski, while artists such as Kylie Minogue, Dave Grohl, Ed Sheeran, Sting, Bruce Springsteen and Jimmy Barnes will talk about the late music mogul’s impact on their careers, as well as on the wider music industry in Australia and internationally.

The documentary will be part of Mushroom’s extended 50th-anniversary celebrations

The documentary will be part of Mushroom’s extended 50th-anniversary celebrations. Gudinski, who died in March 2021, founded Mushroom Records in 1972, with his group of companies firmly establishing itself as one of the foremost music and entertainment specialists across both Australia and New Zealand.

Indeed, such was Gudinski’s legendary status in his native country, that he was honoured with a state funeral in Melbourne, with superstars such as Elton John, Taylor Swift, Billy Joel, Rod Stewart, Bryan Adams and many more recording tributes to him, while Ed Sheeran attended the memorial service and performed an emotional version of his hit Visiting Hours to honour a man he referred to as his friend and mentor.

 


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Mushroom Group planning 50th anniversary concert

Australia’s Mushroom Group is to stage a star-studded 50th anniversary concert in November this year.

The Herald Sun reports the “once in a lifetime event” will be held in Melbourne and will feature a “huge line-up of artists”, to be announced in the coming months.

In addition to touring, Mushroom includes record labels and artist services, publishing, merchandising, booking agencies, film and television production, talent management, venues, creative services and a brand agency.

Its anniversary celebrations will also include a documentary on the life and career of legendary Frontier Touring/Mushroom Group founder Michael Gudinski, who died in 2021, as well as new recordings of iconic Mushroom Records singles, culminating in a Mushroom 50 album. Limited edition merchandise will also be released.

“Mushroom Group’s legacy is something we’re extremely proud of and we have big plans to commemorate it”

“Mushroom Group’s legacy is something we’re extremely proud of and we have big plans to commemorate it,” says CEO Matt Gudinski. “So many amazing people and artists have formed part of our story and this anniversary is about celebrating our history and future.”

Gudinski’s late father formed Mushroom Records and Mushroom Music Publishing in Melbourne in 1972, going on to release its first album in April 1973.

Frontier Touring, founded in 1979, has worked with artists including Ed Sheeran, Kylie Minogue, the Rolling Stones, Bruce Springsteen, Madonna, Paul McCartney and Foo Fighters. It merged with AEG Presents in 2019.

The Music Network notes that when Mushroom celebrated its 25th anniversary with a concert at Melbourne Cricket Ground (MCG) in November 1998, it was up until that point the most attended ticketed concert in Australian history, attracting 73,000 people. The show featured a host of domestic stars including Kylie Minogue, Dannii Minogue, Peter Andre and Jimmy Barnes with INXS in the band’s first public performance since the death of frontman Michael Hutchence the previous year.

 


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Ed Sheeran breaks own Melbourne record

Ed Sheeran has broken his own attendance record at Melbourne Cricket Ground (MCG) by playing to more than 100,000 fans on consecutive nights.

The superstar singer-songwriter performed to a 107,000-strong crowd last Thursday (2 March), topping that 24 hours later when he attracted a 109,500-strong crowd to Friday’s Frontier Touring-presented show. Eminem previously pulled in more than 80,000 punters at the venue in 2019.

“Ed loves to break a record and he’s smashed this one,” says Mushroom Group CEO Matt Gudinski, who describes the feat as “phenomenal”.

Earlier in the week, Sheeran paid tribute to his former Australian promoter, Gudinski’s father, Michael Gudinski, after visiting the statue of the late Mushroom Group founder outside Melbourne’s Rod Laver Arena.

The largest concert ever held in Australia was a free admission show by The Seekers in 1967, which had an estimated 200,000 in attendance

“Toasting a 707 to the big man ahead of playing the biggest ticketed shows ever in Australian history this weekend,” wrote Sheeran on Instagram. “We miss you, you finally got me playing MCG in the round.”

According to Noise11, the largest concert ever held in Australia was a free admission show by The Seekers at Sidney Myer Music Bowl in Melbourne in 1967, which had an estimated 200,000 in attendance.

Sheeran’s opening night at MCG suffered a technical hitch, however, with some fans initially unable to access their tickets after buying them through Ticketek.

“Ticketek apologises to those fans who experienced a delay in entering the MCG for Ed Sheeran’s concert,” a spokesperson tells the Daily Mail. “A small number of Ticketek App users, who had valid tickets, were unable to retrieve their entry barcode until the issue was resolved.

“We thank fans for their patience whilst Ticketek enabled a solution, which saw all fans admitted prior to the start of the concert.”

Last month, Sheeran also smashed the attendance record at New Zealand’s Sky Stadium, with 48,000 fans flocking to the singer’s sold-out concert, again outselling the previous record-holder Eminem, who attracted 46,474 fans to his March 2019 date.

The Australia/New Zealand leg of the 32-year-old’s +–=÷× Tour (AKA the Mathematics Tour) wraps up this month with nights at Adelaide Oval (7 March) and Perth’s Optus Stadium (12 March).

Last week, Sheeran – who is represented by Marty Diamond of Wasserman Music in North America and Jon Ollier of One Fiinix Live for the rest of the world – announced a slate of European indoor shows in support of his upcoming fifth studio album, (Subtract), out 5 May. He will visit Manchester’s AO Arena (23 March), The O2 in London (24-25 March), Glasgow’s OVO Hydro (28 March), 3Arena Dublin (30 March) and Accor Arena, Paris (2 April).

 


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Mushroom Group teams on First & Forever festival

Details have been announced of new Australian festival First & Forever, which will celebrate Blak excellence and contemporary First Nations culture and music.

Launched by Mushroom Group, the Victorian government and record label Bad Apples Music, the landmark event will take place at The Gathering Place, Hanging Rock (cap. 18,000) on Sunday 27 November.

Hand-picked by Bad Apples Music founder Briggs, artists will include Baker Boy, Budjerah, Jessica Mauboy, King Stingray, Sycco, Thelma Plum, Alice Skye, Busby Marou and Christine Anu.

“MG got the ball rolling. After he passed, the ball was in my court. I had to take it home”

Briggs reveals the festival came about through a chance meeting with late Mushroom founder Michael Gudinski.

“For years I’d had an idea for a First Nations-led contemporary music festival, something cool and boutique that was really about the music and culture,” he tells Concrete Playground. “When Gudinski called me about a similar idea he’d had, we found this really collaborative working relationship.

“We both had a passionate approach to Melbourne, Victorian music, and amplifying Blakfellas’ stories. MG got the ball rolling. After he passed, the ball was in my court. I had to take it home.”

Briggs co-curated the event with Paul Kelly after Gudinski had previously approached him about the idea backstage at a concert just over a week before he died.

“I said no to Michael many times over the years, and I said yes lots. I’m glad I said yes this last time”

“He was bubbling with ideas for a new project, a big concert with headlining First Nations artists,” says Kelly. “He urged me to get involved. I said no to Michael many times over the years, and I said yes lots. I’m glad I said yes this last time.”

General sale tickets go on sale on 14 October, priced AUD$79 (€52). Proceeds will be split between The Archie Roach Foundation and the Adam Briggs Foundation.

“Once Dad had an idea in his head, there was little chance of him letting it go,” adds Mushroom Group CEO Matt Gudinski. “To see another passion project of his come to fruition makes me very happy. Mushroom has always been a big supporter of First Nations artists for decades, and First & Forever is a celebration of the remarkable talent of this country’s First Nations artists.”

 


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