Music promotion icons Chugg and Frontier team up for JV

Music industry legends who have promoted tours for the likes of Ed Sheeran, Pearl Jam and Florence + The Machine are teaming up to form a joint venture between Chugg Entertainment and Frontier Touring.

Michael Gudinski and Michael Chugg founded the Frontier business together in 1979, but in 2000 Chugg formed his own eponymous company that promotes music festivals, special events and touring international artists throughout Australia, New Zealand and Asia.

Since then Chugg Entertainment has toured artists such as Robbie Williams, Dolly Parton, Tame Impala and Gorillaz.

Frontier, which had its first major coup in 1989 organising shows for Frank Sinatra in Sydney and Melbourne, has gone on to promote tours for some of the biggest names in music including Foo Fighters, Arctic Monkeys, Kings of Leon, Kylie Minogue and Lorde.

The two promoters have accumulated decades of touring expertise and will unite together again with the shared independent spirit, determination and tenacity that has seen their respective businesses put Australian and New Zealand touring and festivals on the world stage.

The joint venture will see Frontier Touring and Chugg Entertainment join forces as co-promoters on all Chugg Entertainment tours, effective from April 1.

Alongside the new joint venture, Frontier will also join Chugg Entertainment and Potts Entertainment as a partner in the incredibly successful country music festival CMC Rocks QLD. 

The 2019 event was held in Ipswich in mid-March, with a sell-out crowd for the fourth year running and a daily attendance of 24,000.

Susan Heymann will continue as managing director of Chugg Entertainment, reporting to Gudinski and Chugg on all Frontier/Chugg Entertainment joint ventures. 

Heymann brings an extensive wealth of experience to Australasia's leading group of entertainment brands, with more than 15 years of experience in touring.

Staff from the live division of Chugg Entertainment will integrate with the Frontier team to deliver Chugg Entertainment/Frontier co-promotes.

Despite being competitors for 20 years, the Michaels have continued to share similar beliefs and business practices, with both Frontier Touring and Chugg Entertainment passionate and proud of their artist- and fan-first approaches to business, as well as their proactive anti-scalping and anti-discount ticketing policies. 

Notably, both have been fundamental in driving slated Government anti-scalping reform in both Australia and New Zealand.

(L-R) Michael Chugg, Susan Heymann and Michael Gudinski.

Frontier Touring and Chugg Entertainment have lately each enjoyed some of their most successful years ever, and the decision to unite was borne of a desire to present a powerful, united and strategic promoting front that offers artists a first class, professional and considered touring experience.

"Michael and I have been in and out of business together for almost half a century and we've both seen a lot change in that time," says Gudinski.

"There's no doubt that live touring in Australasia is undergoing its biggest transition ever and we're both equally passionate about ensuring we continue to set the bar for touring down under.

"Chuggi and Susan have built a great team that punches above their weight and I'm excited about what the Chugg and Frontier teams can achieve together."

Chugg, who is executive chairman at Chugg Entertainment, notes the company has had an "incredible run of late", and now is the perfect time to take this step to strengthen its place in the market while the industry changes and evolves.

" Michael and I share so much history and so many stories, it feels right for us to move forward into the future with Frontier Touring. We both love to wind it up and fight the good fight, we're going to be louder and prouder together. Look out!", he says.

"Frontier Touring has established itself as one of the most powerful promoters in the world and has a proven track record of delivering successful tours, time and again," adds Heymann.

"With all that knowledge and experience, as well as the other music businesses in the Mushroom Group to lean on and collaborate with, I'm excited to see what the Chugg Entertainment and Frontier Touring teams can accomplish together," she says. 

Photo Credits: Justin Ma

Business News Australia