Roger Field reveals new Further Afield live events advisory agency

Roger Field, the former Live Nation - Asia Pacific President, has this week advised of the launch of a new live events advisory agency aimed at assisting parties looking to enter the sector.

Field, who departed Live Nation in April following 14 years with the group, has created the new venture to advises businesses looking to interact with the live events industry, focusing on business development, market insights and industry advocacy.

Commenting on his new role, Melbourne-based Field (pictured) advised “I’m still engaged with the live industry I know and love, while also building a growing portfolio of contacts in related industries that want to diversify their offering to include live entertainment, and ultimately improve the experience for all customers and fans.

“My previous role leading an APAC organisation of 300-plus people and tens of millions of dollars turnover gave me the privilege of dealing with prime ministers, premiers, politicians, media and peak bodies, leading to a significantly improved appreciation of the capability, scale and value of the live industry.”

Further Afield will delivering targeted strategy for clients through a ‘multi-service methodology’ that Field says is built on creating new ways to “connect the previously unconnected”.

He noted “the live events industry isn’t particularly easy for outsiders to understand and navigate, and I see this as a huge, missed opportunity.”

Launching Further Afield, he added that the business has already attracted “some fantastic clients” concluding that “my time away has reaffirmed that there are so many opportunities for adjacent markets, private equity and venture capital to proactively engage with the live events industry.”