Australia’s EDM-focused Future Music Festival has struck a strategic alliance with Michael Gudinski’s Mushroom Group and its concert promoter arm Frontier Touring Company, with effect from Sept. 1.
The alliance is a win for both parties. With the partnership, Gudinski adds a strong festival brand to his group’s portfolio -- something he has openly coveted -- and gives his independent music powerhouse a greater presence in the Asian market. Future expanded into Malaysia in 2012 with an annual event in Kuala Lumpur, thanks in part to a five-year government grant provided by Tourism Malaysia. Mushroom's Artist Voice booking-agency affiliate has existing partnerships in the region.
As for Future, they get a stronger footing in a tricky market through access to Mushroom’s considerable resources and experience. And it means the fest can rebuilt its arsenal after the business behind its chief rival Stereosonic was bought out recently by Robert Sillerman’s SFX for more than $50 million.
Through the pact, FMF and its new partners will team for the Future Music Festival tour along with its underage Good Life Festival plus a number of affiliated artist tours.
The arrangement also promises to present new ventures in 2014 that are expected to “significantly impact the festival and live music landscape in the Australasian region,” Mushroom Group boasts in a statement. Financial terms of the deal were not disclosed.
“Future Music Festival was an early pioneer of the EDM genre and I believe our combined forces can take the festival to new heights, with an even greater focus on the fan experience and the addition of some exciting new innovations,” comments Gudinski in a statement.
Brett Robinson, festival director of Future Music Festival added, “The Future is very bright indeed. With the confidence of a brand new alliance the Mushroom Group, Future Music Festival is poised for its biggest ever season.”
Future will announce its 2014 line-up in the coming weeks. Its five-date tour of Australia’s biggest cities will begin March 1 in Brisbane, and wraps March 10 in Adelaide. Its Future Music Festival Asia in KL has expanded to a three-day format beginning March 13.
Since launching in 2006, Future Music Festival boasts more than 1.4 million ticket sales in Australia. This year’s line-up included the Prodigy, Avicii, Stone Roses, Richie Hawtin and PSY.