Top Australian booking agent Brett Murrihy has set up his own business, Artist Voice.

Murrihy, who is currently senior booking agent with Premier Harbour Agency, will continue working with his stable of artists on the new full-service agency.

His partner in the business is Matt Gudinski, managing director of the Melbourne-based Illusive Entertainment Group, a multi-faceted firm which includes the Illusive Artist Agency and Illusive Sounds label and publishing arm.

Sydney-based Artist Voice will be a joint venture with Michael Gudinski's Mushroom Group of Companies, and opens for business on Sept. 1.

After more than a decade with Premier Harbour, Murrihy felt the time was right to spread his entrepreneurial wings. The psychology graduate is also a co-founder of posse.com, a web ticketing company which enables fans to sell tickets for their favorite acts and to make a commission on each sale.

"I wanted to create something contemporary and professional within the talent agency scene in Australasia," Murrihy tells Billboard.biz.

The new agency, he adds, will be looking "to provide a full service structure that has not been achieved previously in this territory."

Artist Voice will go live with upwards of 40 artists on its book, including the likes of Bliss n Eso, Empire of the Sun, Howling Bells, Liam Finn, Lisa Mitchell, Operator Please, Paul Kelly and the Temper Trap.

"The music industry landscape has changed a lot in recent times," notes Murrihy. "Our goal is to be at the forefront of all live revenue streams for our artists and provide the best possible service for our clients."