Anthem Group invests in Bolster to shake up live entertainment marketing

Anthem Group, the holdco behind global advisory and marketing consultancy Anthem, has announced its strategic investment in Australian music and culture marketing agency Bolster Group.

While Bolster will remain independent, the new alliance with Anthem opens the door for the two entities to enhance marketing for arts and major events with audience insights, growth opportunities and data tools in an increasingly competitive experience economy.

Anthem Group Founder Vas Katos (above left) said the motivation for this deal is based on innovation rather than efficiencies: “With more competition than ever to win over ticket buyers, there is a need for bold initiatives, long-term thinking and elite collaborations.

“Through this lens, the investment in Bolster becomes obvious. Together, Anthem and Bolster have an unmatched vantage point on audiences – blending cultural foresight, market intelligence and behavioural science to deliver campaigns that set new benchmarks for impact.

“Anthem currently directs the marketing campaigns for over 60% of the commercial theatre and performing arts sector, while Bolster claims a similar status within the music festivals and concert touring sector.

“Combined, our two marketing companies deliver literally millions of ticket sales every year, nationwide. This shared impact across every facet of live entertainment allows us to profoundly revolutionise the future of the industry.”

With the backing of Anthem Group, owned by Katos and Radek Sali, Bolster is primed to expand its capabilities and accelerate growth across Australasia and the United States.

Bolster Group CEO James Clarke (above right) said finding the right investment partner was not just about securing capital, but pinpointing aligned values and a cultural fit: “Since our inception 10 years ago, Bolster’s super-power has been its ability to turn cultural insights into commercial results.

“With the support of Anthem Group, we are perfectly positioned to elevate our delivery across the global market, without compromising on the identity that our company is built on.”

To find out more visit Anthemco.com.au