The founders of experiential agency MAMA and youth specialists Campus Group have launched a new global live experience and events brand called BeSixth with offices in London and Sydney.
The new BeSixth brand, founded by chairman Dean James and CEO Gavin Aldrich, will have more than 40 staff worldwide.
BeSixth will specialise in the music and entertainment industry with the team having already created, developed, grown and managed festivals and venues around the world.
The BeSixth portfolio includes Campus Group, a global youth agency specialising in reaching students through creative brand experience and integrated campaigns, and production division BELive.
"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," says Dean James, founder and chairman of BeSixth.
"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."
Offering 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.
BeSixth’s ownership also includes Oval Space and The Pickle Factory, two of London’s most popular music and events venues.
The venues recently launched the ‘Oval Space Green Plan’, an initiative to eradicate all single-use plastic from both venues, as the first step in a series of environmental initiatives.
BeSixth is also set to announce plans to open a third office in the United States.
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