LN Mixes It Up

Live Nation Australasia and brand entertainment agency mixitup Enterprises have formed a joint venture called mixitup Australia to create music and entertainment brand partnerships across Australia and New Zealand.

Mixitup’s clients include Air Asia.com, Bacardi, McKenna Bourbon, Zero Coke, ANZ, Jagermeister, Budweiser, Playbill Venues, Southern Comfort, festivals including Soundwave, Harvest and Falls and associations such as The Association of Independent Record Labels (AIR).

The agency had earlier worked with Live Nation Australasia’s Melbourne-based president Michael Coppel when he ran his own tour and events company, Michael Coppel Presents.

They collaborated on projects including V Festival and tours by Daft Punk and Red Hot Chili Peppers. “We are looking forward to continuing our great working relationship with mixitup, who have a well earned reputation for creating and managing highly successful brand partnerships,” Coppel said.

Greg Segal, Sydney-based managing director of mixitup, added: “We are delighted to be joining forces with Live Nation. We share common values centred on delivering professionalism and integrity to the music and entertainment space for brand partners.

“Being part of the world’s leading entertainment company will create substantial opportunities for us to deliver the best outcomes for our clients and sponsors.”

Live Nation Australasia sold more than 1.5 million tickets in Australia so far this year to PinkBeyonceBruno MarsFleetwood Mac and Rihanna visits.