TEG Acquires Twenty3 Live in a strategic move that reshapes Australia’s live entertainment marketing landscape. The Australian entertainment giant has officially brought the renowned Twenty3 Live marketing team in-house and launched Ovation Amp, a new full-service creative agency designed to integrate media, digital strategy, content, and storytelling into a unified powerhouse.
This acquisition not only solidifies a 17-year working relationship between TEG and Twenty3 Live but also marks a significant expansion of TEG’s creative and promotional capabilities at a time of rapid growth in the live events sector.
A 17-Year Partnership Evolved Into a Strategic Acquisition
For nearly two decades, TEG and Twenty3 Live have collaborated on major entertainment campaigns across Australia and global markets. By formally acquiring the six-person team and relocating them into its Melbourne office, TEG Acquires Twenty3 Live and transforms a trusted external partner into an internal strategic asset.
The newly launched creative agency, Ovation Amp, will be led by Larissa Best and will combine a broad range of expertise including:
- Digital and media strategy
- Integrated marketing
- Creative development
- Content production
- Storytelling and brand positioning
The vision behind Ovation Amp is to unify TEG’s diverse marketing functions under one roof while leveraging the legacy and creative strengths Twenty3 Live has long been known for.
Campaigns for Global Superstars Form the Backbone of the New Agency
Twenty3 Live has built a powerful reputation in the entertainment industry, having executed campaigns for globally recognized artists and major world tours. Their experience includes working with:
- Bon Jovi
- Miley Cyrus
- AC/DC
- Red Hot Chili Peppers
- Fleetwood Mac
The team’s proven ability to scale campaigns for both emerging artists and iconic performers made the acquisition a natural step as TEG aims to strengthen its industry-leading position.
Under the new structure, Ovation Amp will take on a broader creative mandate, while the Twenty3 Live brand will continue operating with a focus on:
- Strategic consulting
- Sponsorship planning
- Event production
- Brand activations and experiential campaigns
This dual-structure approach allows TEG to expand creative capacity while preserving Twenty3 Live’s specialized capabilities.
TEG Strengthens Its Marketing Ecosystem Following Eventfinda Purchase
The acquisition arrives on the heels of TEG’s recent purchase of Eventfinda, New Zealand’s leading event discovery and ticketing platform. These back-to-back moves signal TEG’s strategy of consolidating services across the entertainment pipeline — from event discovery to marketing, ticketing, and production.
By ensuring that creative, media, and strategy teams operate collaboratively, the company aims to boost efficiency and deliver stronger outcomes for artists, promoters, and brand partners.
TEG leadership emphasized that existing campaigns and major tours will continue without disruption, assuring artists and partners that all current initiatives remain fully supported during the transition.
Industry Leaders Praise the Deal as a Milestone Moment
Executives from both TEG and Twenty3 Live have publicly welcomed the deal, calling it a major milestone for Australia’s entertainment sector.
TEG highlighted the acquisition as a “natural evolution” of a partnership built on trust, innovation, and consistent results. By combining teams, TEG aims to drive long-term growth, invest in creative talent, and enhance its end-to-end capabilities — from digital strategy to live event execution.
Twenty3 Live leadership echoed this sentiment, adding that the move positions the team to take on larger, more ambitious creative challenges with the support of TEG’s extensive resources and industry network.
A New Era for Australia’s Live Entertainment Marketing
As TEG Acquires Twenty3 Live, Ovation Amp is set to become a central pillar in TEG’s efforts to deliver cutting-edge marketing solutions for tours, festivals, sporting events, and large-scale cultural programs. With the Australian live entertainment market continuing to expand post-pandemic, the timing of this move positions TEG to capture even greater market share and drive innovation across the industry.
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