Live Nation’s creative and experiential agency rebrands

March 5, 2025 10:28

Live Nation’s creative, experiential, and sponsorship agency Secret Sounds Connect has rebranded to better adapt to the evolving live music and entertainment sector. Speaking exclusively to Mumbrella, Live Nation’s SVP of marketing, ANZ, and agency boss, Kristy Rosser, explained why a repositioning was necessary.

Secret Sounds Connect has been renamed Connect by Live Nation, attempting to solidify its position as Australia’s leading agency in the sector and integrating further with the parent company.

“[It] reflects our evolution into a core part of the Live Nation business,” Rosser told Mumbrella.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.