The three companies will jointly present FMF’s flagship EDM Future Music Festival tour, the under-18 Good Life Festival as well as individual tours by acts touring these events. They’ll also announce some new events through 2014 which they say “are expected to significantly impact the festival and live music landscape in the Australasian region.”
The partnership will mean a greater knowledge on how to present a festival and having access to more global acts. Mushroom predicts, “Audiences will see a clear focus on technology, state of the art production and a vision to create a highly interactive, well presented and truly enhanced festival experience.”
Michael Gudinski, chairman of the Mushroom Group said; “Our involvement with the festivals will fill a gap within the Mushroom Group that has existed to date. 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.”
Brett Robinson, FMF’s festival director 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. The strength of the relationship will become apparent when we announce our 2014 line up in a few weeks time.”
In mid-September Future Music will announce its lineup for its five-city run in Australia between Saturday March 1 to Monday March 10. The Melbourne show is on Sunday March 9.
Since setting up in 2006, Future Music has sold over 1.4 million tickets in Australia, and had on names as The Prodigy, Avicii, Skrillex, Swedish House Mafia, David Guetta, Chemical Brothers, The Stone Roses, Bloc Party, Dizzee Rascal, New Order, Jessie J, Fun, Rita Ora, Ellie Goulding, MGMT, Armin Van Buuren, Fatboy Slim, Pharrell Williams and Tinie Tempah.
Also to be announced some time later are the acts for Future Music Southeast Asian edition of the festival which will be held in Kuala Lumpur in the same month. It began as a one-day event with help from Malaysia’s tourism board, and in 2014 is held on March 13, 14 and 15.
The Asian event will see Frontier Touring return to the region where it once had offices.
