Live Nation gains WA presence by acquiring Mellen Events
Live Nation Australia has strategically acquired Western Australian events promoter Mellen Events, which will give it a greater presence in the Australian market.
Not only does the acquisition give Live Nation an additional office in Perth, but also provides the events giant with co-operating rights to Kings Park in Perth and Nikola Estate in the Swan Valley, both of which run year-round concerts and entertainment events.
“Mellen Events have built up a really successful business and reputation for reinventing spaces in Perth and WA as world-class venue sites, attracting top talent,” said Roger Field, Melbourne-based president of Live Nation Asia Pacific.
“By welcoming Brad (Mellen, CEO) and his team into the fold we will provide them with the resources to expand their local business, giving us the ability to produce shows with even greater local knowledge and together we’ll work on a shared commitment to bring a greater volume and variety of shows to Western Australia.”
The acquisition fits in with Live Nation’s strategy to establish a presence in all major cities in the region and the ability to connect with operations across Australia and Asia, including Hong Kong, Singapore, Malaysia and Thailand.
Having a Western Australian presence could also bring Live Nation closer to Africa and the Middle East.
The Live Nation/Mellen Events deal has purportedly been in the works for almost two years, with entertainment veteran Mellen building a close relationship with Field and Live Nation Australasia chairman Michael Coppel while he was running the Newcastle Entertainment Centre.
Mellen Events was set up in 1996 as a concert, events development and festival promoter.
Its events included the Ord Valley Muster including the Kimberley Moon Experience, Kaleidoscope Festival of light, art and music with the City of Joondalup, A Day On The Green at Kings Park and Future Music at Arena Joondalup.
Mellen has also previously toured the likes of Kylie Minogue, Bryan Adams, Bryan Ferry, James Blunt, Burt Bacharach, John Farnham, Paul Kelly, The Beach Boys and Lorde in WA.
As for how the Live Nation move will affect his company, Mellen explained:
“By joining forces with the global leaders in entertainment, Live Nation, we can ensure our long-term vision for live events and continue to grow our business here in WA and nationally.
“This partnership will allow us to attract the very best acts and continue to deliver a unique experience for West Australian music fans.”