Melbourne-based booking agency Vita Artists have rebranded themselves, relaunching today as the new Vita Music Group.

If you’ve never heard of Vita Music Group before, you’ve at least heard some of the artists that they work with, with huge names such as Peking Duk, Benson and UV Boi بنفسجي فوق having done huge things thanks to the agency in the past.

Now, the newly-renamed Vita Music Group are set to do things a little differently, announcing a new division structure as well.

While the past saw all artists overseen by the agency grouped together, Vita Music Group will now be sorting their roster by genre to ensure these artists get the specialised treatment they deserve.

While VITA will see contemporary acts looked after, VITA ELECTRONIC will cater to DJs and the titular electronic acts, and VITA ALTERNATIVE will be looking after some of the heavier groups on the roster.

“The truly boutique nature of Vita allows us to have strong lines of communication with all artists, managers, venues and promoters across the country,” explains founder Guven Yilmaz. “This, in turn, has enabled us to accelerate the growth of our artists beyond expectations with strong strategies in place with managers and artist teams.”