TEG Acquires Twenty3 Live

SYDNEY, Australia — After a 17-year partnership, TEG makes it official by bringing Twenty3 Live into the fold.

TEG, the Sydney-based live entertainment, data and tech giant, snaps up Twenty3 Live, a leading marketing, media, sponsorship and activation agency.

The so-called “strategic acquisition” further enhances TEG’s in-house marketing and digital capability in its global touring portfolio, and is announced on the eve of AC/DC’s Australian POWER UP tour opener Wednesday night (Nov. 12) at the Melbourne Cricket Ground, produced by TEG Van Egmond.

Through the new agreement, Twenty3 Live’s team of six music marketing professionals move across, led by long-standing marketing director Edwina Tarrant, who joined TEG’s Melbourne office in early October.

Financial terms weren’t disclosed on the deal, which formalizes a relationship between TEG and Twenty3 Live, which, over nearly two decades, delivered marketing, media, and digital campaigns for many of Australia’s biggest concert tours, including TEG Dainty-produced treks for Bon Jovi, Eminem, George Michael, Miley Cyrus, Katy Perry and more.

TEG Dainty Entertainment Company president and CEO Paul Dainty, whose business was acquired by TEG in 2016, is a major shareholder and long-serving director in Twenty3.

Meanwhile, TEG launches Ovation amp, a full-service, data-led creative agency that is said to unite expertise across media, digital, strategy, and storytelling within the group.

The new agency is led by Larissa Best, general manager, live entertainment and head of Ovation amp, whose team is “dedicated to amplifying the connection between artists, fans, and partners,” a statement reads.

As it expands commercially, Ovation amp will be expected to collaborate with promoters, artists, and brands to deliver creative strategy, data-led marketing, and more.

“This milestone represents an exciting evolution for our agency,” comments Michael Leeds, managing director of Twenty3 Group. “We’re excited to see our colleagues continue their journey within one of Australia’s leading entertainment businesses, and the outstanding work of the Twenty3 Live team has been recognised by TEG as integral to their future growth.”

According to TEG, all current client campaigns and major tours managed by Twenty3 Live will continue throughout the transition, with existing leadership and relationships maintained.