MAMA co-founder announces new mid-market global live music group Sixth

The live music market is seeing a new entry today as Dean James, co-founder and former CEO of the MAMA group, announced founding a new global group called Sixth Plc.

Sixth aims to become the Live Nation for the mid-marked by focusing on artists that are flying below the major labels' radar but who have strong fan bases.

Smart use of data appears to be a key part of the company’s plans both in terms of scouting new artists and in terms of ensuring that touring and marketing are targeted to the right audience.

James was responsible for MAMA's acquisitions of the Hammersmith Apollo, G-A-Y and the Lovebox Festival.

The company will see Matt McCann, former Shazam executive, jump on board as COO and the company will operate in the UK, India and Asia Pacific to begin with. Dan Fraser, co-founder of Nettwerk Music Group, will be the company’s non-executive director.

Primary backer of the company in this initial phase is the Indian conglomerate Apeejay Surrendra (Typhoo Tea in the UK).

James commented: “I’m tremendously excited to finally be able to announce Sixth; we’re building a smart new global business and are delighted to have found a partner in Apeejay Surrendra that understands our vision – it will be interesting to watch the impact a company of its type will have as a new entrant to the music business. It’s also great to welcome back Matt McCann to the music industry – the industry will be stronger with him in it.”

It looks like Sixth is coming to the market with some interesting ideas and some money to spend on mid-level acquisitions in the live space. Given James’ background this is definitely a new company to watch.


(Andrea Leonelli)