Michael Cassel Group to accelerate international expansion, development and investment

MCG-Michael-CasselOne of the world’s leading theatre producers, Michael Cassel Group, has announced it has accepted a strategic investment from Amplify, a global live entertainment and content holding company.

Michael Cassel Group, as an independent company, will sit alongside TEG in Amplify, which was formed by Silver Lake and minority investor Mercury Capital to acquire TEG in November 2019. TEG is a global, integrated live entertainment, ticketing and technology company and Silver Lake is the global leader in technology investing.

Michael Cassel will retain significant ongoing equity ownership and will continue to run Michael Cassel Group as an independent entity. As a result of the investment, Michael Cassel Group will pursue significant expansion within the theatrical live entertainment vertical on a global basis. The deal is subject to regulatory approval.

“Since inception, we’ve built a company with an enviable international reputation and a very strong and creative culture. I’m excited by the commitment and enthusiasm of our new partners TEG and Silver Lake and the synergies that they bring to Amplify,” said Michael Cassel, CEO/Producer.

“Together with my team, our goal is to build a global, diversified theatrical live entertainment company focused on producing and developing quality, premium content; expanding international touring and exploiting opportunities in emerging markets; and securing a vertically integrated model focused on theatre acquisitions.”

“TEG’s live entertainment, ticketing, promotional platform and data expertise is second to none in the region,” Cassel added. “The combination of TEG and Silver Lake in Amplify will help us to further accelerate our growth organically and via acquisitions.”

Michael Cassel Group is a leading live entertainment company formed to produce and present the world’s high-quality hit musicals and theatrical productions, live entertainment experiences, marquee events and concert attractions.

Productions include the first international tour of the world’s #1 musical The Lion King and the Australian premiere of the award-winning production Harry Potter and the Cursed Child. The company will produce the renowned production of Hamilton opening in Sydney in March 2021.

Previous productions include Beautiful: The Carole King Musical, Les Misérables, Kinky Boots, Singin’ In The Rain and Priscilla Queen of the Desert. Concert tours and major events include The Royal Edinburgh Military Tattoo, Celeste Barber, Tina Arena, Darren Criss and Lea Salonga, along with the opening celebration of the ICC Women’s T20 World Cup 2020 which was televised internationally.

In addition to the group’s expanding theatrical interests, the company represents former Australian Prime Minister, The Hon. Julia Gillard AC, journalist and broadcaster Liz Hayes, former Olympian and global sporting administrator Lord Sebastian Coe CH, KBE and media personality Sami Lukis.

“We welcome Michael Cassel and his team to the Amplify family,” said Geoff Jones, Chief Executive Officer of TEG. “TEG and our partners at Silver Lake formed Amplify to be a global live entertainment and content holding company.”

“Together we have identified that there is a clear and compelling opportunity to build one of the leading global theatrical organisations within Amplify and we believe the Michael Cassel Group, through its global reputation, experience and relationships, is the right company to lead that charge, and we are excited to be able to help unlock its full potential.”

“We believe strongly in the long term power and value of high quality content, and together with our partners at TEG and Mercury Capital, we are delighted to partner with Michael Cassel and his team as we set out to build one of the world’s leading theatre organisations, alongside TEG’s ticketing, content and data expertise,” added Stephen Evans, Managing Director at Silver Lake.

For more information about Michael Cassel Group, visit: www.michaelcassel.com for details.

Image: Michael Cassel (supplied)