Live Nation Australasia taps Greg Segal for lead brand role

Live Nation Australasia has tapped Greg Segal for its newly created role of president of brand and marketing partnerships.

He was most recently managing director of Sydney agency mixitup, which he founded in 2006.

In 2013, Live Nation acquired a majority share of mixitup.

Since then Segal has been responsible for the creation and leadership of the current brand partner program which includes integrated and ‘always on’ partnerships with leading ANZ brands Optus, AMEX, Air New Zealand, Spark NZ, Virgin Australia, NAB and Hertz.

Based in Sydney, Segal will report to Alan Ridgeway, chairman of Live Nation Asia-Pacific and Russell Wallach, global president sponsorship & media.

Said Ridgeway, “Since we originally partnered with Greg in 2013, he has developed world-class brand partnerships for the Australian and New Zealand markets.

“We welcome working more closely with Greg to build on both existing and new brand partnerships in his new role with Live Nation.

Added Wallach: “Greg has a proven track record of creating ground-breaking brand partnerships and this opportunity will see him leading a team of specialists in Australia and New Zealand to craft end-to-end solutions for leading brands in music and entertainment.”

2018 was a record year for Live Nation Australia with some of the biggest tours in history hitting the country.

They included P!NK, Taylor Swift, Bruno Mars and Shania Twain.

This year’s tours include Red Hot Chilli Peppers, Fleetwood Mac, Maroon 5, Metallica, Childish Gambino and Post Malone

Segal commented: “Over the last few years we have built a great team and a fantastic group of brand partners.

“I am excited to be able to continue to work with the team to deliver unforgettable live experiences to music fans across Australia and New Zealand.”