Promoter behind Pure Gold Live inks deal with tour giant TEG

Live entertainment, ticketing and technology company TEG is tapping into a new sector of Australia’s live music industry with a “multi-year strategic alliance” with Empire Touring.

Empire works mostly with acts from the 80s and 90s, and created successful festival brands Pure Gold Live, Spring Loaded, Classic Hits Live and Rock At The Races.

The business founded in 1982 by Marc Christowski.

“Marc and Isobel have built a business with a storied history and a great future, particularly given their clever pivot to focus on Australia’s wealth of homegrown talent," TEG CEO Geoff Jones said.

“TEG has a proud track record of supporting Australian artists and we are thrilled to be working with Marc and Isobel to deliver more festivals and concerts to Australian audiences.”

TEG and Empire will jointly work on tours and events across the country, featuring heritage acts.

The first of these will be Pure Gold Live, in association with Australian Radio Network's WSFM Sydney, on the weekend of December 4 and Saturday 5 in western Sydney.

The bill includes Richard Clapton, Dragon, Thirsty Merc, Glenn Shorrock, The Choirboys, Shannon Noll, Mi-Sex, Wendy Matthews, Steve Kilbey of the Church and Mark Callaghan of GANGgajang.

TEG will lend financial support, marketing clout and expertise in promotion and analytics.

Christowski said the new partnership gives Empire a platform to "step up our ambitions" and produce a very busy calendar of events to reinvigorate live music.

"Fans are champing at the bit to get out there and see their favourite acts,” he said. "Geoff and his team have built a global powerhouse and we are excited to have formed this strategic alliance.