Vas Katos and James Clarke.
Entertainment marketing consultancy Anthem Group has made an investment in music and culture marketing agency Bolster Group.
Commercial details haven’t been released.
Bolster will stay independent. The alliance aims to combine the two companies' entertainment marketing expertise, with Anthem directing marketing campaigns for more than 60% of the commercial theatre and performing arts sector, while Bolster holds a similar position in the music festivals and concert touring sector.
"With more competition than ever to win over ticket buyers, there is a need for bold initiatives, long-term thinking and elite collaborations," said Anthem Group founder Vas Katos.
"Through this lens, the investment in Bolster becomes obvious. Together, Anthem and Bolster have an unmatched vantage point on audiences – blending cultural foresight, market intelligence and behavioural science to deliver campaigns that set new benchmarks for impact.
"Anthem currently directs the marketing campaigns for over 60% of the commercial theatre and performing arts sector, while Bolster claims a similar status within the music festivals and concert touring sector.
"Combined, our two marketing companies deliver literally millions of ticket sales every year, nationwide. This shared impact across every facet of live entertainment allows us to profoundly revolutionise the future of the industry."
Bolster Group chief executive James Clarke said finding the right investment partner was about securing aligned values and cultural fit, not just capital.
"Since our inception 10 years ago, Bolster's super-power has been its ability to turn cultural insights into commercial results," he said.
"With the support of Anthem Group, we are perfectly positioned to elevate our delivery across the global market, without compromising on the identity that our company is built on."
With Anthem Group's backing, Bolster is set to expand its capabilities and accelerate growth across Australasia and the United States.
Bolster, founded in 2015, operates in Australia, New Zealand, Asia and North America, working with brand clients including EA Games, KFC, YouTube and Nike, and entertainment clients including Laneway Festival, Mushroom Group and Frontier Touring.
Anthem Group is owned by Vas Katos and Radek Sali and works with clients including The Australian Ballet, Live Nation, Village Roadshow, Opera Australia and Cirque du Soleil across APAC, USA and UK markets.
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