Michael Gudinski’s Mushroom Group is continuing its expansion into music festival with the announcement that the company has partnered with Sugar Mountain.
The people behind Sugar Mountain, Tig Huggins, Pete Keen, Brett Louis and Nicci Reid, collectively known as the To and Fro Family, predict a major expansion of the Melbourne progressive music festival for 2014.
Mushroom director Matt Gudinski will take an active role in the 2014 Sugar Mountain event. “Sugar Mountain is a festival that many staff from the Group have attended and admired for the past few years,” says Gudinski. “This is an opportunity for us to continue to diversify Mushroom Group’s reach in the live music world but most importantly to get involved and help evolve an event that we love and believe in. Mushroom will bring a lot to the table while leaving Sugar Mountain’s unique artistic vision with those who have driven it since day one.”
The To and Fro family said, “we are very pleased to announce the joint venture between Sugar Mountain and the Mushroom Group. We have great respect for the contribution and history of Mushroom to the Australian music industry and couldn’t be happier to continue to build the festival’s reputation with their help. We’re very excited at the opportunities this partnership brings to continue to grow Sugar Mountain. We’re deeply committed to providing a one of kind, immersive and stimulating festival experience and this partnership provides us the opportunity to grow our vision.”
Sugar Mountain first took place in April 2011. The one-day festival was held inside Melbourne’s Forum Theatre. A brand new location is being planned for Sugar Mountain 2014.
Sugar Mountain features new and alternative acts including ESG, Action Bronson, Peanut Butter Wolf, Deerhoof and Tune-Yards. There is also an emphasis on the visual arts with artists like Misha Hollenbach, Maya Hayuk, Dylan Martorell, Vincent Moon and Beci Orpin contributing.
The date for the 2014 Sugar Mountain event will be announced soon.
Watch Sugar Mountain artist Maya Hayuk Hammer ProjectsDan Sultan and Matt Gudinski, Mushroom 2013 Launch: Photo Ros O’Gorman
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