Jem Aswad Senior Music EditorMushroom, Australia’s largest independent label group, and Virgin Music Label & Artist Services, a division of Universal Music Group, have announced a multi-layered global partnership to support and distribute Mushroom artists’ releases worldwide, outside of Australia and New Zealand.Under the terms of the agreement, VLMAS will provide promotion, marketing and audience label services to Mushroom’s existing US and UK infrastructure.
In addition, selected Mushroom artists’ releases will be issued through UMG’s major label network, when agreed by both parties.Mushroom’s Chief Executive, Matt Gudinski said “Mushroom has been a market leader for decades in Australia and today we take another huge step in building Mushroom into a truly global brand.
Our A&R staff are world class and we, together with Virgin/UMG, are going to break artists from any part of the globe to every part of the globe.” UMG chairman-CEO Lucian Grainge, “This global alliance between Mushroom and Virgin Music, marks the beginning of a new collaboration between two historically entrepreneurial companies that have both introduced countless superstar artists and helped shape and influence independent music for decades.
We’re thrilled to be working with Matt Gudinski, who is honoring his father’s great legacy by bringing Mushroom to new heights, and with Korda who has been a force in the UK creative community for decades.”To co-lead the Mushroom Label divisions global operations, Mushroom also announced the appointment of veteran music executive Korda Marshall as international director.
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