Australian Touring Support Specialist TEG Acquires Twenty3 Live

Photo Credit: Johnny Bhalla

Australia’s Ticketek Entertainment Group announces the acquisition of Twenty3 Live and launches a new in-house creative agency.

Ticketek Entertainment Group (TEG) has bolstered its in-house marketing reach with the strategic acquisition of Twenty3 Live and the launch of Ovation Amp, its new full-service creative agency.

The acquisition of Twenty3 Live, the specialist entertainment marketing division of Twenty3 Sport + Entertainment, aims to enhance TEG’s in-house marketing and digital capabilities, particularly its global touring portfolio. Under the agreement, Twenty3 Live’s team of six music marketing professionals—led by marketing director Edwina Tarrant—joined TEG’s Melbourne office last month, formalizing a 17-year partnership between the two entities.

Meanwhile, new data-led agency Ovation Amp aims to unite expertise across media, digital, strategy, and storytelling within TEG. The team features some of the live entertainment industry’s most experienced marketers, brand strategists, and content specialists. Ovation Amp will serve as both an in-house asset and a trusted creative partner to promoters, venues, and touring divisions.

“We are delighted to formally welcome the Twenty3 Live team into TEG,” said Larissa Best, General Manager of Live Entertainment, who takes on the additional title of Head of Ovation Amp. “This formalizes a longstanding relationship with Twenty3 that has already delivered tremendous value over the years.”

“Their skills and experience are second to none, and having them within the TEG business ensures we continue to deliver best-in-class results for our artists, fans, and partners,” Best continued. “We are excited to build on their strong legacy and drive even more impact in the live entertainment space.”

Twenty3 Live has already been instrumental in supporting TEG’s touring business, executing campaigns for acts like Bon Jovi, Eminem, Miley Cyrus, Katy Perry, Andrea Bocelli, Bruno Mars, Queen, Phil Collins, Keith Urban, and many more.

“We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades,” said John Tripodi, CEO of Twenty3 Group. “Their transition to TEG is a testament to their dedication, consistent results, and the trust they’ve built. For Twenty3, this milestone allows us to celebrate their success while focusing on the next phase of growth for our agency.”

“This milestone represents an exciting evolution for our agency,” added Michael Leeds, Managing Director of Twenty3 Group. “We’re excited to see our colleagues continue their journey within one of Australia’s leading entertainment businesses, and the outstanding work of the Twenty3 Live team has been recognized by TEG as integral to their future growth.”

TEG has confirmed that all current client campaigns and major tours managed by Twenty3 Live will continue seamlessly throughout the transition. The company also confirmed it will continue to work with Twenty3 Sport + Entertainment as a preferred agency partner.