Sahara Herald Promoted to Tour Director at Australia's Frontier Touring

Sahara Herald

Sahara Herald will fill the void at Frontier Touring left by the departure of Michael Harrison.   

Herald, an experienced concerts and festivals professional who joined Michael Gudinski’s live music powerhouse in 2014, is promoted to tour director. 

In her new post, Herald joins fellow tour director Gerard Schlaghecke alongside Gudinski in securing tours for the company. Also, she will be tasked with maintaining and developing many artists on its roster, while “nurturing new acts and building agent relationships to further diversify working partnerships,” according to statement issued Thursday. 

Herald joined Frontier, one of Australasia's leading concert promoters, after 18 years with the traveling Big Day Out festival as national event coordinator (after a difficult trek in 2014, the BDO disappeared from the calendar). Over those past four years, she’s played a big hand in tours by Troye Sivan, Lorde, The Killers, Muse, Harry Styles, Sam Smith, Paul KellyMidnight Oil and more.

“Sahara has proven time and again her true passion for live music and hard work,” comments Michael Gudinski, managing director of Frontier Touring and chairman of the Mushroom Group. “Since joining Frontier, she has played a key role in the success of a number of our tours and I’m incredibly excited to see her take this next step with the company as we continue to grow and diversify.”

Herald’s elevation follows news of Harrison’s departure from the company to join Frontier’s sometimes partner AEG Presents in the role as senior vice president AEG global touring, based in Los Angeles.

Gudinski has spoken for the first time on Harrison’s departure from Frontier Touring, and hinted at more announcements in due course. “Michael Harrison has been a core part of the Frontier team for almost two decades,” he commented in a statement.  “It’s never easy to see a great staff member leave but I’m happy it’s to our good friends at AEG Presents. With his recently announced departure and Frontier’s rapid expansion in recent years, this has been a good time for us to review our situation and I’m pleased to say we will have some further exciting announcements about additions to the Frontier team soon.”

The live entertainment industry Down Under posted a “record-breaking year” in 2017, thanks to a powerful concerts sector, according to a new report issued by Live Performance Australia. Frontier was in the thick of the action. Justin Bieber and Paul McCartney embarked on national stadium runs last year for the company, and Ed Sheeran smashed the all-time record with more than 1 million tickets sold during his 2018 run with Frontier.


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