Mushroom Label Group has announced a global partnership with UMG’s Virgin Music Label & Artist Services.
Mushroom is Australia’s largest independent label group, and the global deal encompasses artist support and distribution outside of Australia and New Zealand. Under the terms of the agreement, VLMAS will provide bespoke global promotion, marketing, and audience label services to Mushroom’s existing US and UK infrastructure.
Select Mushroom artists’ releases will be issued through UMG’s major label network – when agreed by both parties.
“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 is 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,” says Mushroom CEO Matt Gudinski.
“Lucian, David, and the Virgin team are better placed than any other music company to help us deliver on our ambition, and we are ecstatic to form this partnership,” Gudinksi adds.
“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,” says Sir Lucian Grainge, Chairman & CEO, Universal Music Group.
“We’re thrilled to be working with Matt Gudinksi, 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.”
Mushroom has announced the appointment of Korda Marshall as International Director to co-lead the Mushroom Label divisions’ global operations. “I’m so happy to be returning to the Mushroom Group; it feels like coming home after a long and winding road trip around the music business,” says Korda Marshall.
“I look forward to working with all the labels and their amazing artists. Our new deal with Universal provides a fantastic opportunity to work closely with one of the finest music companies in the world. Lucian, David, and the Virgin teams led by Vanessa, Jim, Jacqueline, and Matt have all been very impressive, and together we can become a real alternative home for great talent and creative ideas.”