Mushroom artists go global in new partnership with Virgin Music

Independent ANZ music label group Mushroom has entered a multi-layered global partnership Universal Music Group’s (UMG) Virgin Music Label and Artist Services (VLMAS).

Under the new partnership Mushroom artists’ releases will be supported and distributed worldwide, outside of Australia and New Zealand.

Back Row L-R: Matt Gudinski (Mushroom Group), Chris Maund (Mushroom Labels), Korda Marshall (Mushroom Labels) Front Row L-R: Sarah Richardson (Mushroom Labels), David Joseph (Universal Music UK), Sir Lucian Grainge (Universal Music Group), Jim Chancellor (Virgin Music International) and Vanessa Bosåen (Virgin Music UK).

The terms of the agreement will see VLMAS provide bespoke global promotion, marketing and audience label services to Mushroom’s existing US and UK infrastructure. It will also leverage UMG’s global infrastructure and support, issuing selected Mushroom artists’ releases through UMG’s major label network, in instances agreed upon 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,” said Mushroom chief executive, Matt Gudinski.

“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. 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.”

Mushroom Label’s COO, Chris Maund added, “With Mushroom Labels unique mix of niche alternative artists through to those dominating carts, this partnership with Virgin/Universal gives us the flexibility and range to deliver results across the board. We felt musically and culturally aligned with Virgin/UMG from our first meetings and we can’t wait to get stuck in.”

The new partnership will also give Mushroom’s labels “a new way to plug in to the world and reach more music fans than ever before”, said VMLAS UK MD, Vanessa Bosåen.

“We’ll be working together across time zones, genres and borders to build the future of how independent labels can operate on a global stage,” she said.

The Mushroom label division remains 100% independently owned and its established ANZ operations will remain unchanged as a result of the partnership. Mushroom will continue to digitally distribute itself in ANZ and continues its long standing physical distribution partnership with Universal Music Australia.


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