AEG Presents, the U.S. concert and festivals giant, is setting-out a strategic play which could shake-up the Australian touring market, multiple sources tell TIO.

The live-entertainment arm of the L.A.-based Anschutz Entertainment Group (AEG) is essentially a silent partner in this noisy rambunctious, billion-dollar live entertainment space, through a long-time relationship with Michael Gudinski’s Frontier Touring.

That scenario serves both parties well, with AEG supplying Frontier Touring with an array of tours for Australia and New Zealand.

The company broke its silence last week when it tapped Frontier Touring’s touring director, Michael Harrison, for the position as senior vice president AEG global touring, based in L.A.

Harrison’s hire accompanied the arrival of David Rappaport as chief operating officer AEG global touring, an obvious sign the company was ramping up its worldwide endeavours under Gary Gersh, president AEG Presents global touring and talent.

Today, Frontier has filled the void left by Harrison’s departure with the appointment of Sahara Herald to the role of tour director.

Sahara, who joined Frontier in 2014 after an 18-year stint with Big Day Out, joins fellow tour director Gerard Schlaghecke alongside Mushroom Group chairman Michael Gudinski in securing productions for the independent company.

“Sahara has proven time and again her true passion for live music and hard work,” comments Gudinski in a statement.