‘Take risks, be brave’: TEG boss sends message to brands facing adversity

After enduring a global pandemic, industries across Australia are now coping with a cost-of-living crisis and that includes big name and burgeoning brands all around the country.

Joining the latest episode of Mumbrella’s one-on-one podcast series, the CEO of live promoter TEG, Geoff Jones, openly discussed the adversity TEG faced throughout the COVID pandemic when the live industry essentially came to a standstill and how it forged through.

“I hope we’re known as a company that is agile and nimble. We don’t ever take anything for granted,” Jones told host Neil Griffiths.

“We live in a competitive set in what we do, so we can’t ever rest on our laurels, and when you’re the number one in whether it be ticketing or sport or whatever, you’ve always got to charge on. Take risks, be brave.”

Jones said one of the major initiatives TEG soon adopted was an integrated model that starts with the key ingredient: great content. Just last month, TEG promoted the Fred again.. tour which sold over 100,000 tickets in a matter of days, while 2024 has also seen them bring out the likes of US favourites, Matchbox Twenty, and Chicago Bulls legend, Scottie Pippen.

Whether it be the Melbourne Cricket Ground, Sydney’s Qudos Bank Arena or theatres around the country, the company’s aim was to take as much content as they could into Australian venues and observe the data via Ticketek, which TEG owns.

“Ticketek sells those tickets, and from those tickets, we derive great data analytics which enables us and our partners to make quality decisions on who to promote next. What’s hot, what’s working, great insights that we share with the industry as well.

“It also enables us to talk to brands about partnerships across the variety of content that we have… and our own brand, what we stand for is, we talk to each other – left and the right hand – as best as we can do.

“Because the communication is absolutely vital to what we try to do.”

Listen to the full episode with Jones here.

Podcast edit by Abe’s Audio.


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