Untitled Group Unveils Promotions, Hires After ‘Huge Growth’: Exclusive

As the live music sector looks ahead to an all-time busy summer, Untitled Group gears-up with a string of promotions and new hires, TIO can exclusively reveal.

Among those elevated at the concerts specialist is Casey Katz, who rises to marketing director. Katz, winner of The Music Network’s 30 under 30 “Class of 2022,” takes lead on Untitled Group’s marketing team of nine and oversees overall strategy of campaigns and brand growth across the company’s collection of festival, events and tours.

Casey Katz

Meanwhile, former Live Nation employee Glen Meltzer is named senior tour marketing manager, with oversight for marketing for Untitled Group’s touring arm, which includes new teammates Karl Devic, Matt Liebke and Andrew Greco.

According to a statement, Meltzer lead the charge for such tours as Glass Animals, Hayden James, Mallrat and The Jungle Giants.

Also, Pete Sofo, head of the festival operations department, is elevated to general manager of festivals and major events. The operations activity was previously contracted to external freelance event managers, and, with Sofo’s appointment, is brought in-house.

In this new role, Sofo leads a team of six, with a range of duties including site acquisition and festival operations, builds and budgets.

Pete Sofo

The changes continue with Adrian Bell coming on board as event planning and creative production manager, handling the output of the Untitled Group’s creative department and “ensuring effective execution for our major festivals creative production,” a statement explains.

Bell was formerly with City of Melbourne and Novel.

Adrian Bell

Georgia Madden, previously with WAT Artists, Music Victoria and Novel, is promoted to tour and booking operations manager, just six months after joining Untitled.

Working alongside the company’s directors and touring team, Madden will be responsible for maximising bookings for Untitled’s portfolio of festivals and events as well as administration, planning and co-ordination.

Other hires include event manager Ashleigh O’Gara who, like Bell, joins the team from City of Melbourne; workforce manager Ellen Sproule; site coordinator Tim Hankin; and event planning coordinator Miranda Nicol, while Taylah Hume is promoted to customer experience manager, overseeing customer support, box office and enhancing customer experience at events.

Untitled Group

Meanwhile, ticketing veteran Jenna Ridge shifts to Untitled Group as ticketing manager. Ridge joins the business after a 15-year stint with Ticketmaster, and she does so at the tipping point of an expected boom in ticket sales, as internationals return to touring and live music returns to a new normal.

Jenna Ridge

Based in Melbourne, the independently-owned live music and events company forecasts sales of more than 500,000 tickets across its festival brands and tours in 2022, according to a rep.

Those hires and promotions follow “huge growth” at Untitled Group. The business is on the rebound from the health crisis and has ballooned from seven to 37 employees since January 2021, a rep confirms to TIO.

In a typical, pre-COVID year, Untitled Group shifted over 300,000 tickets each year for its shows, which have included Beyond The Valley, Pitch Music & Arts, Wildlands, Grapevine Gathering, For The Love and Ability Fest.

Its model includes an established international and domestic artist touring division, artist management and talent booking agency.

This article originally appeared on The Industry Observer, which is now part of The Music Network.