Mushroom Group Adds Talent Management, Commercial Partnerships Agency

The Mushroom Group is expanding its reach into the worlds of comedians and television personalities through a new talent management and partnerships agency, Mushroom Connect.

Announced Wednesday, July 10, the new arm is led by director Kirsty Kassabis, and offers specialist talent management services, influencer marketing and artist representation to “deliver authentic digital collaborations,” reads a statement, by connecting talent and brands.

Currently, the team’s portfolio includes partnerships with Disney, Google, Netflix, Maybelline, Kathmandu, Paramount, Amazon, McDonalds, Jetstar, and Swisse.

Meanwhile, Mushroom Connect's talent roster includes comedians Luke and Sassy Scott, who Kassabis has managed since their inception in 2022, and whose debut tour will kick off this September, produced by Mushroom Group companies MG Live and Frontier Touring. 

Also, the team manages Inspired Unemployed Impractical Jokers co-star Dom Littrich (aka Big Twisty), viral comedian 100 Percent That Tim, food blogger Bites with Lily, and others.

“Traditional marketing methods alone don’t really cut it anymore,” comments Kassabis, who co-founded the business with Mushroom Group CEO Matt Gudinski.

“Audiences are savvier and more diverse than ever before. This is why talent-led digital content has become a real game changer. Brands are now focusing on authentic, digital-first creative and they’re seeing immediate results with direct consumer impact.”

Mushroom Connect is unveiled two years after the Melbourne-based independent music powerhouse launched its talent management division, Mushroom Management, led by Sarah Donelly. 

That specialist management arm launched with an initial roster of nearly 50 artists, producers, musicians, songwriters and content creators, and brought Mushroom Group back to its roots.

“One of the secrets to Mushroom’s success over the last 50 years is that we’ve always been open to new ideas and ways of empowering our people," comments Gudinski. "The fact Mushroom Connect is part of the wider group means our specialist team has unparalleled access across the music, events, and entertainment industries to bring brand ideas to life and deliver world-class partnerships with top influencer talent.”