American promoter Live Nation has increased their foot-print in Australia after purchasing 51% of Secret Sounds, the company behind the ever-popular Splendour in the Grass and Falls Music and Art Festivals.

Live Nation owns over 80 festivals worldwide including Austin City Limits, Bonnaroo, Electric Daisy Carnival, Rock Werchter and more with this their 7th acquisition this year alone.

Co-CEO’s of Secret Sounds Ducrou and Piticco released a statement praising the move.

“We started Secret Sounds with the sole mission of introducing Australians to the best artists, events and music possible, and Live Nation is the perfect partner to help us take this goal to the next level. With their support we can continue to curate the lineups that fans love, while also experimenting with new exciting ways for fans to experience live music,”

This is the first festival purchases in Australia headed up by the local branch of Live Nation based out of Melbourne.

“Splendour in the Grass and Falls are the two most iconic festivals in Australia,” said Michael Rapino, President and CEO, Live Nation Entertainment. “Jess and Paul have created events that attract the biggest artists in the world but still feel uniquely Australian.  We look forward to partnering with them to find new ways to grow our live event footprint across Australia.”

What does this mean for punters? Bigger acts and tours as part of global artist cycles no doubt!