Mushroom Group Launches Events and Touring Company MG Live

MELBOURNE, Australia — Mushroom Group spawns a new live entertainment company, MG Live.

Unveiled Thursday, July 27, the independent music powerhouse consolidates a string of its events and touring businesses under the umbrella of MG Live, including Illusive Presents, Roundhouse Entertainment, Good Life, I OH YOU Touring, and Arena Touring.

The fresh collective will focus on developing branded events and experiences alongside its domestic and international headline touring, and will continue to deliver tours in conjunction with sister company Frontier Touring, the powerhouse concerts specialist.

“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,” comments Mushroom Group chairman and CEO Matt Gudinski, who helms MG Live, along with an experience executive team.

“We looked at how to best move forward with our other specialist touring and leading event companies,” he continues in a statement, “and decided the time was right to combine their strengths and bring them under one banner.”

Speaking with Billboard ahead of the announcement, Gudinski says the seeds for MG Live were planted before the COVID-19 pandemic. And as the Melbourne-based company celebrates its 50^th anniversary, expect more change and evolution.

“The consolidation that we’re looking at across a number of different areas of the group,” he explains, “you’ll see a number of other things over the next six to 12 months which will really drive greater success, ensure we’re combining our strengths and, really, allow myself and the other leaders of the group to better manage all the different businesses that are part of Mushroom.”

Those businesses number more than two-dozen affiliates active in every conceivable area of the music and entertainment industries, from touring to publishing, merch and marketing services, venues, exhibition and events production, neighboring rights, branding, labels, talent management and more. In recent weeks, Mushroom Group added a new agency, MBA, a partnership with Guven Yilmaz, founder and managing director of Vita Music Group.

Frontier Touring, a partnership with AEG Presents which is unaffected by the new live entertainment company, has teamed with MG Live’s companies which, in the past 12 months, have sold more than 1.3 million tickets combined, according to the business, and produced tours over that time that include Tyler, The Creator, Fatboy Slim, Ed Sheeran, Billy Joel, Richard Marx, Pavement, and more.

The MG Live touring slate for the months ahead includes Robbie Williams and the Chicks performing at a day on the green, plus Fridayz Live and Boiler Room events, as well as tours by 070 Shake, The Teskey Brothers, DMA’S, Valley and Earl Sweatshirt.

As for the brand, is MG Live a reference to Michael Gudinski, the late, legendary founder and chairman of the group, his son Matt, or the broader business itself, Mushroom Group?

“It might be a combination of all of those,” says Matt Gudinski, cryptically. “It just clicked.”