Who we are

MG Live is the largest independently-owned promoter in Australasia, specialising in branded events and experiences, as well as domestic and international touring. 

The company was founded by Matt Gudinski, bringing together the expertise and reputation of its subsidiary brands under one banner. MG Live specialises in organising festivals, branded events, and experiences, as well as promoting domestic and international tours. We are part of the iconic Mushroom Group

What we do

Tour Promotion

MG Live has a wealth of experience in organising shows of all sizes, from stadium shows to intimate club performances. We cater to a wide range of artists, from Grammy award-winning superstars to emerging acts and everything in between. Our artist-first approach ensures that every show is designed with the artists’ vision in mind and the audience’s experience at the forefront of every decision.

Tyler, The Creator

Fatboy Slim



Eric Prydz


Abbie Chatfield


J Balvin

Gladys Knight

Janet Jackson


MG Live is behind a number of leading festivals in our region, each specialising in its own field. These festivals cater to diverse audiences with various experiences across a wide range of genres. The festival division of MG Live is responsible for executing end-to-end tasks such as branding, marketing, production, site plans, traffic management, ticketing and everything in between.

A Day on the Green

Boiler Room

Lost City

Fridayz Live

Sugar Mountain

Tent Pole Music Festival

Live at the Gardens

Experiential Events

Whether it be boutique wine festivals or immersive cinema events, we build worlds that take audiences away to a different place. MG Live specialises in creating unique experiences catered to its specific audience, with each featuring state-of-the-art productions, innovative concepts and creative interactive elements.

Dirty Dancing

Bridgerton Experience

Walker Stalker Con Australia

Sensory: Sugar Mountain

Adele Barbaro Live

Why us

MG Live is run by music fans, for music fans. We have an in-depth understanding of the music industry and its audiences. MG Live works closely with local artists, designers, and production experts to create unforgettable experiences for both talent and their fans.

Here are just a few of the reasons you should partner with us.

We pride ourselves on our reputation as an artist-first company. We do everything in our power to realise the artists’ vision for their live show and promotional campaign, catering directly to their audience. It’s important to us that artists and their teams are looked after and have the best possible experience while they’re away from home. As a guest of ours, tour parties are looked after from the moment they touch down to the time we wave goodbye.

MG Live is determined to be an ethical event organiser and promoter. Whether it be related to ticket pricing or our environmental sustainability, we are constantly considering audience wellbeing and our impact on the community as a whole. We are resolute about creating safe spaces at our events for people of all sexualities, races, genders and identities. We have a zero-tolerance policy towards discrimination, sexual harassment and inappropriate behaviour.

The core team behind MG Live have been promoting and producing live events since the turn of the century, and the wider Mushroom Group live division has been touring the world’s biggest artists since the 1979. Some of the thousands of artists who have performed at MG Live events include diverse names like Elton John, Drake, Robbie Williams, Khalid, Honey Dijon, Fleetwood Mac, The Chemical Brothers and Kylie Minogue to name just a few.

Since a young Michael Gudinski first launched the Mushroom Group in 1972, the collective has grown to include over a dozen companies with 300+ staff located across the globe. More than five decades later, MG Live and the entire Mushroom Group are both now helmed by Michael’s son Matt Gudinski who is dedicated to maintaining the same family atmosphere and culture. MG Live isn’t corporately owned, which means we can be less corporate in our approach but just as professional. It means artists don’t feel like they are just a number, and the artist gets the optics of touring with a music-first company.

Whether it be promoting stadium tours or exclusive underground club shows, we deliver the same amount of care and energy to every project. Our team is tight, passionate, and driven to produce the best possible results for every artist. We aim to foster long-term relationships, building the artist’s profile in the local market, with the idea of continuing as a long-term partner as artists’ careers develop.

At the heart of everything we do lies integrity. Our reputation as a reputable company is based on three core values - transparency, accuracy, and accountability. We take great pride in our unwavering commitment to honesty, trust, and transparency. We believe in being true to ourselves and taking responsibility for our mistakes.

Part of the Mushroom Group

The Mushroom Group is one of the world’s most iconic music and entertainment collectives. As part of the iconic Mushroom Group, established in 1972, we benefit from our position within one of the world’s most successful and influential entertainment collectives. Mushroom is home to the region’s leading tour promoters, booking agencies, merch division, brand agency, record labels, content producers and so much more. MG Live is able to greatly benefit from the experience, relationships and overarching deals that have helped make the Mushroom Group the powerhouse that it is today.

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