Live Nation’s Kristy Rosser promoted following Greg Segal’s departure
Live Nation ANZ’s marketing head and boss of the recently-rebranded Connect by Live Nation, Kristy Rosser, has been promoted following the departure of brand partnerships president Greg Segal.
Rosser has most recently served as SVP of marketing solutions and client services, where she co-led the brand partnerships and sponsorship division with Segal, but now steps up to the role of SVP, head of media and sponsorships.
“We’re excited to announce Kristy will expand her role, leveraging her expertise in creating impactful brand partnerships within the music landscape,” Alex Klos, COO of Live Nation ANZ, said in a statement to Mumbrella.
Rosser has been with Live Nation since 2016, when it acquired creative, experiential, and sponsorship agency Secret Sounds Connect — now Connect by Live Nation — which she founded in 2009.

Kristy Rosser
The acquisition allowed Rosser to expand the agency’s offering to include content development, talent partnerships, and influencer marketing. During its 16-year history, it has connected some of Australia’s biggest music festivals to leading global brands like Red Bull, Rimmel, Smirnoff, and Visa.
Last month, the agency rebranded to Connect by Live Nation, aiming to solidify its position as Australia’s leading agency in the sector and integrating further with the parent company.
“This evolution means that brands working with us will see deeper strategic insights, stronger creative execution, and better measurement of success,” Rosser told Mumbrella at the time.
Of her promotion, she said in a statement: “I’m honoured to be leading our sponsorship strategy into the future and look forward to collaborating with our team and our partners to drive growth and create even more powerful brand experiences in the live entertainment space.”
She will continue as the agency boss of Connect by Live Nation, taking on the expanded remit.
Rosser steps up to the position following the departure of Segal.

Greg Segal
He announced his departure last week via LinkedIn, saying he’s “decided to move on” after 12 years with the live music and entertainment giant.
“I have cherished my time at Live Nation, working alongside a great team with amazing brand partners across the biggest artists, tours, festivals, venues, ticketing businesses and digital platforms,” he wrote.
Segal had been with Live Nation since 2013, when the company acquired his brand partnerships agency Mix It Up, which he founded in 2006. He was managing director of the joint venture company, before being promoted to president of brand and marketing partnerships for ANZ in 2019.
In his LinkedIn post, he said he’s planning “an overdue career break” and he thanked the Live Nation team for his “incredible journey”.
In the statement to Mumbrella, Klos said: “We thank Greg for his instrumental role in building Live Nation’s sponsorship division in Australia and New Zealand.”
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