The Mushroom Group & Frontier Touring: National Online Coordinator

The Mushroom Group & Frontier Touring: National Online Coordinator

At the Mushroom Group, I was responsible for developing and guiding The Frontier Touring Company’s digital strategy and creating and securing digital media opportunities for all events promoted by The Frontier Touring Company and artists signed to the Liberation music roster.

I was responsible for the execution of The Frontier Touring Company’s digital strategy including maintenance of, the member database and all social channels. Key highlights included:

  • A 450% increase in customer registrations between May 2007 and October 2009.
  • Executing the digital and social media strategy for the Sound Relief charity events (which drew over 120,000 patrons).
  • Project managing the rebuild of The Frontier Touring Company’s official website, making it a world class digital property in the promoter category.

During my time at the Mushroom Group, I created and executed digital marketing, content and social media strategies for over 100 tours, including Justin Timberlake, Lady Gaga, Foo Fighters, The Police, Maroon 5, Black Eyed Peas, Kings of Leon, Fergie, Kylie, The Killers, Billy Joel, The Veronicas, Leonard Cohen, Alicia Keys, PJ Harvey and Rod Stewart.

Key highlight: Sound Relief digital strategy
One of my career highlights remains being afforded the opportunity to devise, manage and execute the digital strategy for Sound Relief. This included project managing the website build, leading all content creation and announcements and providing both live and post-event coverage.

Announced as the entertainment industry’s response to 2009’s devastating bushfires and floods sweeping the nation, the biggest artists in the world, including Kings of Leon, Taylor Swift, Coldplay, Kylie Minogue, Midnight Oil, Hunters & Collectors and The Who, performed to help raise much needed funds for the victims of the natural disaster.

Events were held simultaneously in Melbourne and Sydney, becoming the biggest music event in Australian history, attracting over 120,000 patrons and raising over $9m for bushfire and flood relief.

The Mushroom Group, Frontier Touring
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