News September 5, 2019

UK live music agency BeSixth sets up in Sydney

UK live music agency BeSixth sets up in Sydney
Image: Dean James (chairman) and Gavin Aldrich (CEO)

New UK global live experience and events agency BeSixth has launched in Australia, with Sydney as its second global office after London.

It is also about to enter the US market in a matter of months.

BeSixth is co-founded by chairman Dean James, former CEO of MAMA Group, and Campus Group founder Gavin Aldrichwho serves as CEO.

It will offer brands the chance to access bands in “a credible and effective route to bring brands into the worlds of entertainment, music and live experience.”

Campus Group, a global youth agency specialising in reaching students through creative brand experience and integrated campaigns.

The new company has a production division BeLive whose client services include brand activations, experiential and live content, event sponsorship, event production, festivals, pop-up shops and artist partnerships.

BeSixth also owns popular multipurpose London venues Oval Space and the Pickle Factory.

James says: “The youth demographic is the largest in the world and music is key to reaching them.

“Brands want to engage with these audiences; they appreciate the importance of authenticity and understand music is key to reaching young audiences effectively.

“BeSixth’s offering is designed to allow brands to access the best live experience and entertainment has to offer.

“Matching artist and brand profiles correctly allows for campaigns that really tap into youth culture, generating results you can’t get via other means.”

James founded Mama in 2005, during which it acquired festivals and venues including the Great Escape, Lovebox, Wilderness and the Hammersmith Apollo.

It was bought over by Live Nation in 2014, and he set up an artist services business, Sixth.

The new company forecasts having a global workforce of 40.

BeSixth managing director Leslie adds: “As venue owners and event programmers, we work face to face with our audience 24/7.

“The detailed audience analysis and targeting this enables, combined with our unrivalled music expertise, means we’re able to deliver creative strategy for brands that celebrates shared passions through experience.

“Combining our existing and new offerings under the new BeSixth brand is all about utilising these capabilities for new brands in new markets, making sure they’re in the right place with the right execution in order to maximise impact.”

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