Seven years after Greg Segal first partnered with Live Nation to bring his mixitup agency prowess into the live music space, Segal has taken the top partnerships role.

Announced today, Segal is now President of Brand and Marketing Partnerships for Australia and New Zealand, a newly created position within the promoter juggernaut.

Based in Sydney, Greg will report to Alan Ridgeway, Chairman of Live Nation Asia-Pacific and Russell Wallach, Global President Sponsorship & Media.

Greg Segal said:

“Over the last few years we have built a great team and a fantastic group of brand partners. I am excited to be able to continue to work with the team to deliver unforgettable live experiences to music fans across Australia and New Zealand”.

Greg segal live nation
Greg Segal

Segal founded Sydney agency mixitup in 2006 and in 2013 Live Nation acquired a majority share of the company with Segal taking responsibility for the creation and leadership of the current brand partner program. Live Nation’s current program includes ‘always on’ partnerships with Optus, AMEX, Air New Zealand, Spark NZ, Virgin Australia, NAB, and Hertz, among others.

Alan Ridgeway, Chairman of Live Nation Asia Pacific, said:

“Since we originally partnered with Greg in 2013, he has developed world-class brand partnerships for the Australian and New Zealand markets. We welcome working more closely with Greg to build on both existing and new brand partnerships in his new role with Live Nation.”

Russell Wallach, Global President Sponsorship and Media for Live Nation added:

“Greg has a proven track record of creating ground-breaking brand partnerships and this opportunity will see him leading a team of specialists in Australia and New Zealand to craft end-to-end solutions for leading brands in music and entertainment.”