MAMA Group co-founder launches live experience and events agency BeSixth

MAMA Group co-founder launches live experience and events agency BeSixth

Former MAMA Group CEO and co-founder Dean James has teamed up with Campus Group founder Gavin Aldrich (pictured rightto launch new global live experience and events agency BeSixth.

With offices in London and Sydney, the brand will have more than 40 staff worldwide. BeSixth will specialise in the music and entertainment industry and will shortly announce details of a US office launch.

BeSixth owns London venues Oval Space and The Pickle Factory. Its portfolio also includes Campus Group, a global youth agency specialising in reaching students through creative brand experience and integrated campaigns, and production division BELive.   

Dean James (pictured left), founder and chairman of BeSixth, said: “The youth demographic is the largest in the world and music is key to reaching them. Brands want to engage with these audiences, they appreciate the importance of authenticity and understand music is key to reaching young audiences effectively.

"BeSixth’s offering is designed to allow brands to access the best live experience and entertainment has to offer. Matching artist and brand profiles correctly allows for campaigns that really tap into youth culture, generating results you can’t get via other means.”

BeSixth will offer direct access to consumer lifestyle via its venues, events and experience agencies, client services include brand activations, experiential, live content, event sponsorship, event production, festivals, pop up shops, artists partnerships and stunts.

Tim Leslie, MD of BeSixth, added: “As venue owners and event programmers we work face to face with our audience 24/7. The detailed audience analysis and targeting this enables, combined with our unrivalled music expertise, means we’re able to deliver creative strategy for brands that celebrates shared passions through experience.

"Combining our existing and new offerings under the new BeSixth brand is all about utilising these capabilities for new brands in new markets – making sure they’re in the right place with the right execution in order to maximise impact.”

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