Michael Gudinski is expanding his independent music empire with the launch of a new creative arm for brands and businesses wanting an in with popular culture.

The Melbourne-based Mushroom Group of Companies will leverage its collective know-how through the Mushroom Creative House, which offers to connect brands, content and artists with audiences in “meaningful ways.”

Matt Gudinski, executive director at Mushroom Group, will take charge of the new unit, which promises to create, negotiate, activate and report on all campaigns and partnerships.

A statement on the company’s official website declares: “We are an agency. We are a studio. We are creative connectors. We have unparalleled access to the music & entertainment worlds — together we offer a complete solution that brings big ideas to life.”

 The company operates as two divisions, an agency (which connects) and a studio (which creates).
“Our authentic approach to linking brands with our artists ensures its done in a credible way that’s tailored to deliver results,” comments Mushroom Group chairman Michael Gudinski in a statement. “Our aim is to create unique campaigns that benefit the artist, our partners and always the fans.”

A raft of blue-chip brands are on board, including Optus, Jaguar, Qantas, Vodafone, Swisse, Nando’s, Coke, Bonds, Carlton & United Breweries and Diesel, while the state government of Victoria and Australia Post have already connected with the new agency.

Founded in 1973, Mushroom Group is home to more than twenty companies which reach into touring, booking agencies, record labels, publishing, merch and marketing services, venues, exhibition and events production and now creative branding.

The new venture comes four-and-a-half years after Michael Gudinski realigned the indie music powerhouse and promoted Matt Gudinski as a reward for kicking a number of goals for the group. The younger Gudinski was instrumental in securing Drake for a 2015 arena tour of Australia and he has nurtured the career of hip-hoppers Bliss N Eso, whose sixth and most recent studio set Off the Grid opened at No. 1 on the ARIA Albums Chart in May. It was the trio’s third chart-topper.