Australian music company Mushroom Group launched Mushroom Connect, a new talent management and partnerships agency. 

The venture, led by Mushroom Group Chief Executive Matt Gudinski and Director Kirsty Kassabis, aims to link influencer talent with leading brands.

Kassabis highlights the shift in marketing strategies, noting, “Traditional marketing methods alone don’t cut it anymore. Audiences are savvier and more diverse than ever before.” She emphasizes the growing importance of talent-led digital content in brand marketing.

Mushroom Connect’s portfolio includes collaborations with major brands such as Disney, Google, Netflix, and McDonald’s. 

The agency manages a diverse roster of talent, including Australian creators Luke and Sassy Scott, comedian Dom Littrich (known as Big Twisty), viral sensation 100 Percent That Tim, and food blogger Bites with Lily. It also represents Australian artists like DMA’S, electronic duo Peking Duk, and breakout First Nations hip-hop group 3%.

Luke and Sassy Scott express their satisfaction with Mushroom Management, stating, “It’s been an incredible two years with Mushroom Management. Kirsty and her team’s support has been off the charts.”

The Mushroom Connect team includes industry professionals Gabriela Franchina from LADbible Group and YouTube and Bella McDonald from The Brag Media. In his new role as the Mushroom Group’s Strategy and Partnerships Manager, Ben Dennis leads Connect’s artist and talent partnership division.

Gudinski states that Mushroom Connect will collaborate with various specialist companies within the Mushroom Group, including Mushroom Creative House, Mushroom Events, and MG Live. 

He adds, “One of the secrets to Mushroom’s success over the last 50 years is that we’ve always been open to new ideas and ways of empowering our people.”

The launch of Mushroom Connect aligns with Mushroom Group’s ongoing expansion of its services. In a 2023 interview with MBW, Gudinski outlined the company’s ambition to “further build Mushroom as a global independent powerhouse.”

Gudinski elaborated on this strategy, stating, “Anyone can do that. You’ve just got to have the right set-up in place, and that’s what we’re focused on creating now.” 

He also noted a shift in the industry: “There was a period when more artists were being independent in their own right, but with how crowded the market is and how many artists are competing for the limited opportunities out there, it’s changed.”