Mushroom Group of Companies chairman Michael Gudinski has revamped his publicity and promotions team with the formation of the 11-person Mushroom Group Promotions.

It merges the PR teams of Gudinski's Frontier Touring Company and his various record companies including the flagship Liberation Music, the alt-rock Ivy League label, and Liberator, which licenses in overseas releases.

"The structure will give us a greater national penetration and more aggressive presence," Gudinski tells Billboard.biz.

"Record companies have a stronger reach in regional areas than tour companies, while tour companies traditionally have a stronger presence in metropolitan media," he adds. "By getting the team to work on both aspects, I'm setting up what is going to be the best promo team in Australia, and a model that will be adopted by other companies here."

Mushroom Group Promotions is headed by national publicity and promotions director Reegan Stark who previously ran Frontier Touring's publicity and marketing.

Gudinski says the label and tour divisions will work even closer together with a larger marketing spend. Plans are to restructure other divisions of the Mushroom Group, which also includes publishing, marketing, merchandise and nightclubs.

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