Management company ATC Management launched its Driift online-concerts spin-off earlier this year after successful events for Laura Marling and Dermot Kennedy.

Ahead of tomorrow’s Kylie Minogue ‘Infinite Disco’ broadcast, Driift is expanding to her homeland. In fact, it’s opening an office to produce and promote shows in Australia AND New Zealand.

“We believe this is a format with enormous untapped potential, and one where the pandemic has unlocked previously unforeseen demand for unique, one-off, artist-led events,” said Driift CEO Ric Salmon.

The company has sold more than 100k tickets so far for its events – which tend to be pre-recorded then streamed at set times, rather than streamed live – with a big Niall Horan event also set for this weekend.

“That demand has been strongly evident across Australia and New Zealand, which made expanding our operations Down Under an obvious step.”

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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