Promoter Paul Dainty buys into BangTango

Formalising an ongoing business partnership, The Dainty Group, one of Australia’s largest music promoters, have bought into controversial premium ticket provider BangTango.

BangTango, which aims to leverage sponsorship for first-access tickets, has worked closely with The Dainty Group since its inception in November 2012 including collaborating on some of Australia and New Zealand’s biggest concert tours such as Bon Jovi, Michael Bublé, Neil Diamond and Katy Perry.

With Dainty Group sole owner and Chairman Paul Dainty believed to have already had a financial stake in the company, the new formalised partnership will see BangTango further consolidate its unique concert tour sponsorship formula, commence expansion into musical theatre, lifestyle and marquee sporting events and aggressively pursue several international opportunities.

Explaining the move, Paul Dainty stated “with live entertainment growing rapidly, sponsorship and fan engagement are becoming increasingly important to major artists as another important distribution channel.

“For us, partnering with the right sponsors who are prepared to tailor their requirements to meet our artists’ objectives is crucial.

“BangTango has delivered this for some of the biggest artists on the planet by conceptualising, negotiating and executing unique large scale concert tour sponsorships. “This includes delivering benefits to the live entertainment ecosystem and navigating multiple stakeholders including the artist and their fans and the tour sponsor, as well as venues, ticketing companies, record labels, merchandisers and caterers.

“BangTango has created an unrivalled platform which helps sponsors speak directly to the artist and their fans.”

Identifying sponsorship and fan engagement opportunities as an increasingly important part of major tours, Dainty continued “it’s not uncommon for BangTango-driven sponsorships to sell over 50,000 tickets, the equivalent to an additional, incremental, arena show in each market.”

BangTango founder and Director Dan Popic said he was thrilled to be entering into a strategic partnership with Dainty, adding “Dainty is a market leader in live entertainment across Asia Pacific with a superior understanding of how to launch and deliver concert tours to meet sponsor brands’ needs and a genuine willingness to elevate this strategy to a completely new level.

“Dainty has been an integral client for BangTango since it was originally formed and we are delighted to welcome them as investors to help us deliver our strategic objectives and drive further value for touring artists, their fans and a growing range of sponsor partners.

“This fantastic partnership with Dainty allows us to aggressively pursue substantial business expansion across Asia Pacific and beyond, including scaling up the unique sponsorship model we have created and also diving into a range of new opportunities.”

The new partnership will not restrict BangTango’s ability to work with other promoters.

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