Universal’s Virgin Music has a global partnership with Australia’s Mushroom Group

Universal Music GroupVirgin Music Label & Artist Services (VLMAS) has partnered globally with Australia’s largest group of independent companies, Mushroom, to support and distribute Mushroom artist releases worldwide, outside Australia and New Zealand.

The Mushroom label division remains 100% independently owned and its established ANZ operations will remain unchanged as a result of the partnership.

Mushroom will continue to distribute itself digitally within ANZ, as Merlin membership and continues a longstanding physical distribution partnership with Universal Music Australia.

Under the terms of the agreement, VLMAS will provide global advertising, marketing and audience labeling services for Mushroom’s existing infrastructure in the US and UK.

Additionally, according to Mushroom, “to take full advantage of UMG’s infrastructure and global support,” select releases by Mushroom artists will be released through UMG’s main label network, when agreed to by both parties.

To co-lead the Mushroom Label divisions that operate globally, Mushroom has appointed highly respected UK music executive Korda Marshall as International Director.

Based in London, Marshall moved from BMGThe company purchased Infectious Records in 2014 and was successful globally with the likes of alt-J, DMA’S, Bloc Party, Ry-X, Richard Ashcroft, and The Temper Trap.

Marshall held the position of MD at Mushroom Records before selling to News Corp in 1998, where he contributed to the success of Muse, Garbage, Ash and Paul Oakenfold.

The Mushroom group was founded by late Australian music industry icon Michael Gudinski, and is now led by his son Matt.

To kick off the new partnership, Mushroom has revealed that their next releases will be from DMA’S (after album number 4 in the UK, number 2 in Australia and number 1 in Scotland). The Glow), Spotify global radar artist merci, mercy, “buzz action” Mia Wray, and Radio 1-The artists behind Yen La.

Marshall’s first UK signing is the joshua epithet, with the full Mushroom release schedule to be revealed in the coming months.


Universal Music Group launched Virgin Music Label & Artist Services in January 2021 as a global division serving independent artists and labels that UMG says is “inspired and influenced by the spirit and ethos of Virgin Iconic Records”.

The move sees US-based Caroline – the independent service division owned by UMG Capitol Music Group – as well as Caroline’s UK, French and German operations being renamed Virgin Music Label & Artist Services.

Since its launch in January 2021, VMLAS has opened branches in the US, Japan, UK, Germany and throughout Central Europe, France, Australia and New Zealand, Sweden, Norway, Netherlands, Belgium, West Balkans, Brazil, Mexico, Spain and Portugal. . It says further markets will launch in the coming months.

“I’m so happy to be back Mushroom groupIt feels like coming home from a long and winding tour around the music business and I look forward to collaborating with all the Labels and their amazing artists. ”

Korda Marshall

Regarding the partnership, Marshall said: “I am delighted to be back at the Mushroom Group, it feels like coming home from a long and winding tour around the music business and I look forward to doing so. works with all the Labels and their amazing people artists.

“Our new agreement with Universal offers a fantastic opportunity to work closely with one of the best music companies in the world.

“Lucian, David and the Virgin teams led by Vanessa, Jim, Jacqueline and Matt have all been impressed and together we can become a true alternative home for amazing creative talent and ideas.” .

“Mushroom has been a market leader for decades in Australia and today we take another important step in building Mushroom into a truly global brand.”

Matt Gudinski, Mushrooms

Mushroom CEO Matt Gudinski said: “Mushroom has been a market leader for decades in Australia and today we take another step in building Mushroom into a truly global brand. the.

“Our A&R team is world-class and we, together with Virgin / UMG, will bring artists from all over the world to every corner of the world.

“Lucian, David and the Virgin team are better positioned than any other music company to help us realize our ambitions and we are delighted to form this partnership.”

“We are delighted to be working with Matt Gudinski, who is honoring his father’s great legacy by taking Mushroom to the next level, and with Korda, who has become a force in the creative community. Great Britain for decades.”

Sir Lucian GraingeUniversal Music Group

Sir Lucian Grainge, President & CEO, Universal Music Group, said: “The global alliance between Mushroom and Virgin Music, marks the beginning of a new partnership between two long-established businesses, both Both showcased countless superstar artists and helped shape and influence indie music for decades.

“We are delighted to be working with Matt Gudinski, who is honoring his father’s great legacy by taking Mushroom to the next level, and with Korda, who has become a force in the creative community. Great Britain for decades.”

“We felt a musical and cultural fit with Virgin/UMG from the first meetings and we couldn’t wait to get stuck.

Chris Maund, Mushroom Label

Mushroom Label CEO Chris Maund said: “With a unique mix of niche alternative artists for niche alternative artists through those dominant charts, the collaboration is This with Virgin/Universal gives us the flexibility and scope to deliver results across the board.

“We felt the musical and cultural fit with Virgin/UMG from the first meetings and we couldn’t wait.”

“Virgin Music and Mushroom are two brands that focus on entrepreneurship and innovation.”

David Joseph, Universal Music UK

David Joseph, President & CEO, Universal Music UK said: “Virgin Music and Mushroom are two brands at the heart of entrepreneurship and innovation.

“This is a natural partnership, bringing together two exceptional teams linked together on a very simple ethos: to offer the best selection and service to artists and their businesses across the globe. truly global.”

“VMLAS’s global network gives the Mushroom label a new way to engage with the world and reach more music fans than ever before.”

Vanessa Bosåen, Virgin Music Labels & Artist Services

Vanessa Bosåen, MD, Virgin Music Label & Artist Services UK, said: “Mushroom Group has long been admired as an exceptional home for artists and Virgin Music is absolutely delighted to be partnering with such a volume. Such a big group.

“VMLAS’s global network gives Mushroom’s labels a new way to engage the world and reach more music fans than ever before.

“We will work together across time zones, genres and borders to build the future of how independent brands can operate on a global scale.”

Worldwide music business

https://www.musicbusinessworldwide.com/universals-virgin-music-strikes-global-partnership-with-australias-mushroom-group/ Universal’s Virgin Music has a global partnership with Australia’s Mushroom Group

Fry Electronics Team

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