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Mushroom Group restructures following AEG partnership

Australia’s Mushroom Group has announced major structure and personnel changes in response to what it calls “unprecedented growth across its live and label businesses” in recent months.

Following a series of major partnership announcements in 2019 with AEG Presents, Chugg Entertainment and CMC Rocks, and amid continued growth in the live touring sector, Mushroom – the parent group of Frontier Touring – will create a dedicated live marketing and communications division, set to launch on 4 November.

The new unit, headed up by Reegan Stark, marks the “full integration of the Frontier and Chugg teams”, and will be responsible for all marketing, PR and digital for Frontier Touring, Chugg Entertainment, CMC Rocks and other live partnerships, as well as PR and digital communications for boutique urban promoter Illusive Presents.

Stark, who has over 17 years’ experience at Mushroom, 12 directing Mushroom Promotions and 20 years of live touring experience, will be promoted into the role of chief marketing and communications officer, overseeing the communications, marketing and digital divisions of Mushroom’s live businesses. The newly created position reports directly to CEO Michael Gudinski and COO Dion Brant.

Simultaneously, Mushroom’s labels will launch in-house promotions, marketing and social media teams to drive the success of its local and international recorded-music roster.

Mushroom Promotions, meanwhile – formerly responsible for all publicity and promotions across both the touring and label divisions of Mushroom Group – will be separated, with staff moved into either the touring or label teams.

Mushroom Group chairman Michael Gudinski says: “Mushroom has seen significant growth in recent years across both the live and label businesses, and this restructure is an incredibly exciting stage in our evolution.

“This restructure is an incredibly exciting stage in our evolution”

“Our overriding principle at Mushroom is to be leaders and not followers, and I believe these changes will allow us to consolidate both sides of our business. I’m also very pleased to be promoting so many great staff from within and can’t wait to see them develop even further in their areas. Watch this space – there is more to come!”

A full list of staff changes in the live touring marketing and communications division is as follows:

Frontier, Australia’s last major independent promoter, announced plans to merge with AEG Presents in April, in a move that will bring the touring landscape down under in line with the corporate-dominated Europe and North American markets.


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