FORMER MEAN Fiddler Music Group (MFMG) CEO and co-CEO of MAMA Group Dean James has launched live events and venue management company BeSixth, with offices in the UK, Australia and the US.
The operation, which encompasses student marketing agency Campus Group and production division BELive, was co-founded by Campus Group CEO Gavin Aldrich.
BeSixth will specialise in brand partnerships and activations, and live events. It also owns and operates East London venues Oval Space (cap, 1,000) and Pickle Factory (200).
Campus Group creative strategy director Tim Leslie has taken on the role of BeSixth MD, while former Columbia Records, Elektra Records and Warner Bros executive Jon Leshay will run the US office from Los Angles.
“BeSixth’s offering is designed to allow brands to access the best live experience and entertainment has to offer,” says James. “Matching artiste and brand profiles correctly allows for campaigns that really tap into youth culture, generating results you can’t get via other means.”
James was CEO of MFMG from 2000 to 2005 and co-CEO at MAMA from 2005 to 2014.