Live Nation’s creative and experiential agency rebrands
Live Nation’s creative, experiential, and sponsorship agency Secret Sounds Connect has rebranded to better adapt to the evolving live music and entertainment sector. Speaking exclusively to Mumbrella, Live Nation’s SVP of marketing, ANZ, and agency boss, Kristy Rosser, explained why a repositioning was necessary.
Secret Sounds Connect has been renamed Connect by Live Nation, attempting to solidify its position as Australia’s leading agency in the sector and integrating further with the parent company.
“[It] reflects our evolution into a core part of the Live Nation business,” Rosser told Mumbrella.
Rosser founded Secret Sounds Connect in 2009 with a mission to “embed brands seamlessly into music culture” through experiential sponsorships. During its 16-year history, it has connected some of Australia’s biggest music festivals — including St Jerome’s Laneway Festival, Splendour in the Grass, and Listen Out — to leading global brands like Red Bull, Rimmel, Smirnoff, and Visa.
Kristy Rosser
Live Nation acquired the agency in 2016, which according to Rosser, “opened the door to new creative and commercial opportunities”. It allowed Rosser to expand Secret Sounds Connect’s offering to include content development, talent partnerships, and influencer marketing.
Fast forward to today, and the agency has grown into a full-service music marketing offering within Live Nation.
She said the shift will allow Connect by Live Nation to offer brands a broader network of global artists, venues, and events, as well as real-time fan insights to drive data-led strategies, and research to shape campaigns.
“With this integration, we deliver end-to-end solutions – from sponsorships and experiential marketing to creative services, talent engagement, strategic planning, and insights – helping brands connect with fans in the most impactful way possible,” she said.
“While our foundation remains in music culture, we’ve significantly enhanced our data capabilities, strategic expertise, and integrated marketing approach.
“This evolution means that brands working with us will see deeper strategic insights, stronger creative execution, and better measurement of success.”
Other key developments include an integrated marketing team led by former TikTok talent Erica Valenti, creative direction under Dale Robinson, experiential activations through executive producer Leighroy Merrick, and an expanded leadership team with multiple promotions.
Within the Live Nation ANZ leadership team, Aimee Stewart has been promoted to head of brand partnerships, festivals and agency; Zoe Murdoch moved up to VP, brand management and operations; and Klara Draper has been promoted to client service director.
Rosser said innovation in festivals, digital entertainment, and experiential activations will continue to reshape how brands connect with consumers, especially as the lines between music, entertainment, media, and marketing continue to blur.
“Our research consistently shows that music artists are the most trusted voices for Gen Z, second only to friends and family – making them an incredibly valuable channel for authentic brand storytelling,” she said.
“Brands are welcomed into the live music space with 80% of live music goers saying sponsorship makes them like the brand more.”
She said music isn’t just a sponsorship opportunity, “it’s’s a chance to be part of the cultural moments fans care about most.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Connect by Live Nation
entertainment
experiential
Kristy Rosser
Live Nation
music
Secret Sounds Connect
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