The new BeSixth brand, founded by Dean James (chairman) and Gavin Aldrich (CEO), will have over forty staff worldwide. BeSixth will specialise in the music and entertainment industry, with the team having already created, developed, grown and managed some of the best loved music festivals and venues around the world.
The new company will allow them to offer a credible and effective route to bring brands into the worlds of entertainment, music and live experience.
The BeSixth portfolio includes Campus Group, a global youth agency specialising in reaching students through creative brand experience and integrated campaigns, and production division BELive.
Offering direct access to consumer lifestyle via its venues, events and experience agencies, client services include brand activations, experiential, live content, event sponsorship, event production, festivals, pop up shops, artists partnerships and stunts.
BeSixth’s ownership also includes Oval Space and The Pickle Factory, two of London’s most popular music and events venues.
In pursuit of its vision to become the world’s go-to live experience agency, BeSixth will shortly be announcing details of a third office launch, this time in the US.
Dean James, founder and chairman of BeSixth, said: “The youth demographic is the largest in the world and music is key to reaching them. Brands want to engage with these audiences, they appreciate the importance of authenticity and understand music is key to reaching young audiences effectively. BeSixth’s offering is designed to allow brands to access the best live experience and entertainment has to offer. Matching artist and brand profiles correctly allows for campaigns that really tap into youth culture, generating results you can’t get via other means.”
Tim Leslie, managing director of BeSixth, added: “As venue owners and event programmers we work face to face with our audience 24/7. The detailed audience analysis and targeting this enables, combined with our unrivalled music expertise, means we’re able to deliver creative strategy for brands that celebrates shared passions through experience. Combining our existing and new offerings under the new BeSixth brand is all about utilising these capabilities for new brands in new markets – making sure they’re in the right place with the right execution in order to maximise impact.”