AUSTRALIA (CelebrityAccess) – Sahara Herald has been promoted to Tour Director at Australia’s Frontier Touring. She takes over the position from Michael Harrison who was recently appointed senior vice president of AEG global touring.
In her new role, Herald will work alongside fellow tour director Gerard Schlaghecke and managing director of Frontier Touring and chairman of the Mushroom Group, Michael Gudinski, in securing tours for the company. She will also be responsible for maintaining and developing artists on the company’s roster, nurturing new acts and building agent relationships to further diversify working partnerships.
Herald joined Frontier in 2014 after 18 years with Big Day Out festival where she served as national event coordinator. Since then she’s played a big role in booking tours for Troye Sivan, Lorde, The Killers, Muse, Harry Styles, Sam Smith, Paul Kelly, Midnight Oil and others.
Commenting on the promotion, Gudinski said: “Sahara has proven time and again her true passion for live music and hard work. Since joining Frontier, she has played a key role in the success of a number of our tours and I’m incredibly excited to see her take this next step with the company as we continue to grow and diversify.”