DAINTY FORMALISES BANGTANGO PARTNERSHIP TO
ENHANCE LIVE ENTERTAINMENT REVENUE
SYDNEY, AUSTRALIA: 8 DECEMBER 2014: Dainty Group International (“Dainty”) has acquired a
cornerstone investment in live music sponsorship and ticketing specialist BangTango, a move that
will commence a formal partnership between the two organisations and provide a growing range
of sponsorship and associated services to the burgeoning live entertainment industry.
Dainty has worked closely with BangTango since its inception in November 2012 including
collaborating on some of Australia and New Zealand’s biggest concert tours such as Bon Jovi,
Michael Bublé, Neil Diamond and Katy Perry.
Through the partnership, BangTango will now further consolidate its unique concert tour
sponsorship formula, commence expansion into musical theatre, lifestyle and marquee sporting
events and aggressively pursue several international opportunities.
The live entertainment industry in Australia has more than doubled in the last five years and now
generates approximately $2.5 billion in revenue. With strong consumer appetite for live music
expected to continue, the two companies have recognised the significant opportunity available as
global artists are committed to live music as the main source of income and a primary promotional
tool.
Paul Dainty, Chairman and CEO of Dainty Group International, one of Asia Pacific’s leading live
entertainment companies explains: “With live entertainment growing rapidly, sponsorship and fan
engagement are becoming increasingly important to major artists as another important distribution
channel. For us, partnering with the right sponsors who are prepared to tailor their requirements to
meet our artists’ objectives is crucial.
“BangTango has delivered this for some of the biggest artists on the planet by conceptualising,
negotiating and executing unique large scale concert tour sponsorships. This includes delivering
benefits to the live entertainment ecosystem and navigating multiple stakeholders including the
artist and their fans and the tour sponsor, as well as venues, ticketing companies, record labels,
merchandisers and caterers.
“BangTango has created an unrivalled platform which helps sponsors speak directly to the artist and
their fans. It’s not uncommon for BangTango-driven sponsorships to sell over 50,000 tickets, the
equivalent to an additional, incremental, arena show in each market.
“In addition to sales, BangTango facilitates genuine interaction between sponsor customers and
artists to deliver high levels of fan engagement. Prime examples of BangTango’s proficiency are the
recent presenting partnerships they have delivered for the Bon Jovi, Michael Bublé and Katy Perry
tours presented by Telstra THANKS.
“We are thrilled to take the next step in the growth and development of BangTango as a partner and
cornerstone investor. We will continue to work together, leveraging our respective expertise to
accelerate growth in the sponsorship market through some very ambitious initiatives.”
Dan Popic, BangTango’s Founder and Director, said he was thrilled to be entering into a strategic
partnership with Dainty.
“Dainty is a market leader in live entertainment across Asia Pacific with a superior understanding of
how to launch and deliver concert tours to meet sponsor brands’ needs and a genuine willingness to
elevate this strategy to a completely new level.
“Dainty has been an integral client for BangTango since it was originally formed and we are delighted
to welcome them as investors to help us deliver our strategic objectives and drive further value for
touring artists, their fans and a growing range of sponsor partners.
“Of course, BangTango will continue working with a range of live entertainment promoters. In fact,
we launched our sponsorship work with a Nine Live tour in April 2013 which has led to a potentially
record breaking pre-sale for British group, One Direction. We also completed our first national
campaign for iconic Australian artist Bernard Fanning’s Departures tour.
“Our event sponsorship repertoire will soon be extending into musical theatre, lifestyle and
marquee sporting events – areas my team and I are familiar working in prior to launching
BangTango.
“BangTango’ strategy has always been to deliver value to all stakeholders within the live
entertainment industry by creating and delivering truly unique and meaningful sponsorships for fans
and brands. Eighteen months since launch, we have arrangements with industry leaders in primary
ticketing and venue management. We intend to continually foster these relationships by delivering
outstanding results to an industry we’re all truly passionate about.
“This fantastic partnership with Dainty allows us to aggressively pursue substantial business
expansion across Asia Pacific and beyond, including scaling up the unique sponsorship model we
have created and also diving into a range of new opportunities.”
Media enquiries:
Jim Kelly, Domestique
+61 412 549 083
ABOUT DAINTY GROUP INTERNATIONAL
Now producing and promoting shows across Australia and New Zealand, the United States, UK, South East Asia
and South Africa, Dainty Group has become a global live entertainment company. Dainty Group Concert Tours
include Katy Perry, Michael Buble, Bon Jovi, Eminem, Paul McCartney, George Michael, Yusuf (Cat Stevens),
Janet Jackson, Duran Duran, Delta Goodrem, Neil Diamond, The Rolling Stones, Guns N’ Roses, Enrique Iglesias,
Pitbull, Tony Bennett, David Bowie, Cliff Richard & The Shadows, Iron Maiden, Miley Cyrus, Spandau Ballet,
Frankie Valli & The Four Seasons, Il Divo, Britney Spears, kd lang, Stevie Wonder, Jerry Seinfeld, Robin Williams
and Chris Rock. Sports Entertainment Events include Jeremy Clarkson’s Top Gear Live (in conjunction with the
BBC), World Wrestling Entertainment and the leading freestyle motocross brand Crusty Demons. Theatrical
Productions include Jersey Boys, Mamma Mia!, Billy Crystal’s 700 Sundays, Hairspray the Musical, The Rocky
Horror Show and Barry Humphries’ Eat Pray Laugh. Dainty Group also holds venue management rights and
regularly hosts major concerts at three of Australia’s premier wineries – Western Australia’s Sandalford Swan
Valley and Sandalford Margaret River and the beautiful Tempus Two Winery in the Hunter Valley, New South
Wales.
ABOUT BANGTANGO:
More information on BangTango here. Some BangTango highlights can be found here.