SGC Group acquires TheMusic.com.au from Handshake Group

Brisbane-based publisher and music company SGC Media, which specialises in music and event PR has today acquired music and entertainment website TheMusic.com.au from Melbourne’s Handshake Media.

TheMusic.com.au launched in 2013 as the online arm of Street Press Australia (now Handshake), an amalgamation of the businesses’ four separate magazines, Drum Media (Sydney and Perth), and Inpress (Melbourne).

SGC Media and Handshake Media will work closely over the coming months to ensure a seamless transition with new editorial and commercial appointments to be announced, joining existing editorial journalist Daniel Cribb at SGC. Current journalists Andrew Mast and Tiana Speter will remain with Handshake Media’s ThePodcasts.com.au which includes the series The Green Room, Rewind, That Sucks and The Take with Willie Mason.

SGC Media last year celebrated its tenth anniversary as a full-service publicity and radio firm. Its past client list includes Sheppard, Lauv, Gurrumul, and events and tours including MJR Presents, Bigsound, National Indigenous Music Awards, Australian Music Prize, Fire Fight Australia and Queensland Music Festival.

With the addition of TheMusic.com.au, SGC’s media activities are expected to reach an audience of over 400,000 every month across its websites, social media, DSP playlists and 100,000 direct mailing, according to the company’s internal numbers.

With the print edition of the magazine being put on hold during the COVID-19 outbreak, the publication has more recently weathered the same difficult conditions as the industry it serves but has continued its role as a publication of record for music and the arts.

SGC Media CEO, Stephen Green, said: “The last two years have been a cultural and economic reckoning and the music industry that emerges on the other side will be a different place.

“That place will need the stories of Australian musicians and events told and our titles will be leading the charge to pioneer content that connects people to musicians and their stories. We feel the responsibility of being the custodians of these iconic brands and are pleased to secure their past, present and future.”

Early 2020 saw its acquisition of electronic and youth music title Purple Sneakers and the creation of country music website Countrytown.com.au.

SGC Media also works with the music industry to deliver data, insights and charts via Radio Monitor and The Music Network.

Handshake Media CEO Leigh Treweek, said: “When you have spent over 20 years of your lives building a business you hope that, when you do decide to your time is done, that those when take it on have the same ethos as you do.

“We are both so happy that The Music is going to Stephen and his team who share the same values to create strong independent quality content. Their ideas, passion and respect for the brands point to an exciting future. With their experience across the digital medium and their respect for journalism, with the support of the industry, we look forward to seeing the publication thrive for another thirty years and beyond. It’s no secret that the music industry is hurting right now, but as things return to a new normal next year, I urge the industry to support independent, Australian music media.”

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics Drum Media Handshake Group Leigh Treweek SGC Group Stephen Green The Music TheMusic.com.au

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