Events businesses Mobile Promotions, BluePeg, Star Events and Beautiful Minds have joined forces to create Star Live – a full-service live event and brand experience partner for the industry.

The four businesses were all acquired in the last 18 months by industry entrepreneur David Walley. The founders will all remain with the new company as part of its senior management team.

Star Live will now have teams based throughout the UK along with a presence in Shanghai, China, and will offer a range of event products and services including stages and grandstands, trailers and roadshows, brand ambassadors and crewing alongside design and creative, sponsorship management and partnerships, event production and brand activation.

Walley commented: “This is a logical and exciting step for us. We have brought together four market leading companies with a clear vision; to be the full-service live event and brand experience partner for all our clients. Our new brand identity reflects our heritage combined with a contemporary mindset, fully focussed on creating world-class experiences for our clients and their audiences.”

Star Live has also announced the appointment of Grahame Muir as chief operating officer.

Muir brings with him more than 20 years of leadership experience and knowledge of the events, sport and experiential markets, including global overlay projects at the Olympics and Commonwealth Games.

Over a 30-year career at Arena Group, he rose to become Group CEO (UK & Europe) and led the company’s global expansion, culminating in Arena’s listing on AIM in July of 2017.