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.