Live Nation’s Australasia company has formed a joint venture with brand agency mixitup Enterprises, which will focus on creating music and entertainment brand partnerships across Australia and New Zealand.
The new venture, mixitup Australia, continues an association between mixitup Enterprises and Michael Coppel which started long before he took the helm at Live Nation Australasia President. In the past, Coppel and mixitup worked together on V Festival, Daft Punk and Red Hot Chili Peppers.
Melbourne-based Coppel sold his company Michael Coppel Presents (MCP) to Live Nation in April 212, and at the same time rose to president/CEO of Live Nation Australasia.
The prior year, MCP had won the top independent promoter (internationally) at the Billboard Touring Awards in New York, ranking seventh on Billboard's top 25 highest-grossing promoters in 2011.
“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,” comments Greg Segal, managing director of mixitup, which was established in 2006.
Live Nation Australasia boasts more than 1.5 million ticket sales across Australia in 2013, from touring such international acts as Pink, Beyonce, Bruno Mars and Fleetwood Mac. Pink alone has sold some 500,000 tickets on her “Truth About Love” tour.