Sony Music Australia is drilling deeper into artist management, concerts promotion and live events through an initiative that brings together two of the Australian music industry’s top power players.

The music major’s Parade Management division has struck a joint venture with Glenn Wheatley’s Talentworks to create Talentworks Parade which, according to a statement, will manage artists and promote touring events among its long to-do list.

The deal was engineered by Denis Handlin, chairman & CEO, Australia & New Zealand and president, Asia, for Sony Music Entertainment, and his long-time friend Wheatley, who serves as managing director of Talentworks.  The combined roster represented by Talentworks and Parade for management include Sony Music recording artists John Farnham and Jessica Mauboy, Samantha Jade, Anthony Callea, Dami Im and Justice Crew, Adam Harvey and Stan Walker.

“We are delighted to join forces through Talentworks Parade with Glenn,” comments Handlin in a statement. “He is a real ideas man and is a leader in the management community in building artists’ careers, such as the legendary John Farnham. The combining both companies’ expertise “will add substantially to the opportunities for Australian artists.”

Adds Wheatley, “I am very proud to be able to bring our two companies together. Talentworks has had a long history of Artist Management and concert promotion in the music industry in Australia.”