Secret Sounds
Secret Sounds is an Australia and New Zealand-based tour promoter and live event organizer, operating within Live Nation Entertainment, promoting international and emerging artists across concerts and owned festivals (Splendour in the Grass, Falls Festival, Harvest) and selling tickets via Ticketmaster, Ticketek, Moshtix, and Universe.
- Company typePrivate
- Founded1999
- HeadquartersFassifern Valley, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Secret Sounds does
Secret Sounds is an Australia and New Zealand-based music tour promoter and live event organizer, founded circa 1999 and operating as Secret Sounds Group Pty Ltd from New South Wales. The company promotes touring artists across ANZ and owns and operates three of Australia's most recognizable music festivals — Splendour in the Grass, Falls Festival, and Harvest — alongside an active slate of one-off concerts and club shows featuring both international headliners and emerging acts. Its end-to-end touring services span artist booking, venue coordination, presale management, and fan engagement, executed under the "Secret Sounds | Tickets & Touring" brand.
Secret Sounds' product surface is anchored on a ticketing platform (secretsounds.com) that aggregates event listings, artist pages, and directs purchases through four authorized ticketing partners: Ticketmaster, Ticketek, Moshtix, and Universe. Layered on top are VIP experience packages (premium seating, early entry, exclusive merchandise, commemorative laminates, and meet-and-greets) and a registered newsletter service providing touring news, ticket release alerts, and personalized event recommendations. Distribution is event-driven and partner-led: the company drives demand via social media (Facebook, Instagram, TikTok, X, Spotify), email/SMS newsletter, and exclusive presale windows for Mastercard cardholders and Vodafone customers.
Revenue is generated primarily through transaction fees on ticket sales routed via authorized ticketing partners, supplemented by one-time VIP package pricing and merchandise sales within those packages. The business sits inside the Live Nation Entertainment corporate group, which provides marketing, profiling, reporting, and technical and product support, and underpins hosting, ticketing, and venue access. Customer segments are hybrid: music fans purchasing tickets (persona segment) and artists requiring ANZ tour promotion services (business segment). With 11–50 employees and a 26-year operating history, Secret Sounds functions as a regionally dominant, platform-leveraged tour promoter rather than an independent technology vendor.
Secret Sounds firmographics
Firmographics- Name
- Secret Sounds
- Legal name
- Secret Sounds Group Pty Ltd
- Website
- https://secretsounds.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secret Sounds is an Australia and New Zealand-based tour promoter and live event organizer, operating within Live Nation Entertainment, promoting international and emerging artists across concerts and owned festivals (Splendour in the Grass, Falls Festival, Harvest) and selling tickets via Ticketmaster, Ticketek, Moshtix, and Universe.
- Ownership category
- akta.pro rank
Secret Sounds industry classification
Industry- Product category
- Live Music Tour Promotion
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Concert & Tour Promoters (MPAIAFAA)
- akta.pro secondary industries
- Music Festival Organizers & Promoters (MPAGAAAB), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)
Keywords
Where Secret Sounds is headquartered
LocationHeadquarters
- HQ city
- Fassifern Valley
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Secret Sounds business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Ticket Sales and Event Promotion: Secret Sounds generates revenue through promoting and selling tickets to live music events, concerts, and festivals across Australia and New Zealand. Revenue comes from ticket commissions and event promotion fees.
- VIP Experiences: The company offers VIP experience packages including premium seating, early entry, exclusive merchandise, and fan meet-and-greets for select events, providing additional revenue streams beyond standard ticket sales.
- Merchandise and Product Sales: The company sells merchandise including collectible laminates and exclusive items as part of VIP packages.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Secret Sounds product offering
Product offeringCore offering
Secret Sounds is a tour promoter and live event organizer that promotes concerts, tours, and music festivals across Australia and New Zealand. The company sells tickets to live music events through its own website and authorized ticketing partners, offers premium VIP experience packages, owns and operates iconic Australian festivals (Splendour in the Grass, Falls Festival, Harvest), and provides end-to-end artist touring services including event scheduling, venue booking, and presale management.
Product overview
Secret Sounds operates as a music touring and ticketing platform in Australia and New Zealand. The core offering consists of a ticket sales platform enabling fans to purchase tickets to concerts and live events, complemented by VIP experience packages that offer premium perks. The company also provides newsletter registration for fan communications and artist touring services for event promotion. The platform connects fans with touring artists through authorized ticketing agents including Ticketmaster, Ticketek, Moshtix, and Universe.
Differentiator
Problem solved
Functional benefit
Products and services
- Ticket Sales Platform Online platform for purchasing tickets to concerts, tours, and live events across Australia and New Zealand, featuring event listings, artist pages, and direct ticket purchasing through authorized ticketing agents (Ticketmaster, Ticketek, Moshtix, Universe).
- VIP Experiences Premium ticket packages offering exclusive perks such as early venue entry, commemorative laminates, drink vouchers, merchandise items, and dedicated check-in for concerts and events.
- Artist Touring Services End-to-end touring and concert promotion services including event scheduling, venue booking, presale management, marketing, and fan engagement for artists performing in Australia and New Zealand.
- Iconic Music Festivals (Splendour in the Grass, Falls Festival, Harvest) Owned and operated multi-day Australian music festivals open to ticket-buying attendees, including Splendour in the Grass, Falls Festival, and Harvest.
Companies that use Secret Sounds
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Secret Sounds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Secret Sounds partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, secondary and minor.
- Live Nation EntertainmentcoreSecret Sounds is owned and operated as part of the Live Nation Entertainment group of companies. Live Nation provides services including marketing, profiling, reporting, and technical and product support. This includes Ticketmaster and Live Nation owned or operated venues. Secret Sounds website is hosted on Live Nation infrastructure.
- TicketmastercoreOfficial ticketing partner for major Secret Sounds concerts and events. Provides ticket sales infrastructure for events including Melanie C, Conan Gray, Death Cab for Cutie, and James Blake Australian tours.
- TicketekcoreAuthorized ticketing partner for concerts and live events promoted by Secret Sounds. Used for events at venues including Hordern Pavilion, Margaret Court Arena, and Adelaide Entertainment Centre.
- MoshtixsecondaryAuthorized ticketing partner for club shows and intimate venue events including YHWH Nailgun, Wasia Project, and Nectar Woode performances.
- MastercardsecondaryMastercard cardholders receive exclusive presale access to Secret Sounds events before general public sales. Presales offered for events including James Blake, Death Cab for Cutie, Conan Gray, and DMA'S tours.
- VodafoneminorVodafone customers receive exclusive presale access to Secret Sounds events. Partnership noted for James Blake Australian tour 2026.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Secret Sounds competitors and assessment
Company assessmentDirect peers
- Frontier Touring: Australia's largest dedicated concert tour promoter, routing international and domestic artists across theatres, arenas and outdoor venues — directly comparable to Secret Sounds' ANZ concert touring and ticketing business.
- Chugg Entertainment: ANZ-focused tour promoter and live entertainment company founded by Michael Chugg, offering concert promotion, artist management and festival work — overlapping directly with Secret Sounds' touring/promotion core.
- TEG (Ticketek Entertainment Group): Integrated ANZ live entertainment operator combining ticketing (Ticketek), tour promotion and venue/contents; competes head-to-head with Secret Sounds for tours, ticketing distribution and festival audiences in Australia and New Zealand.
Broad incumbents
- Live Nation Entertainment: Global live entertainment and ticketing conglomerate and parent of Secret Sounds; provides shared services (marketing, profiling, tech, ticketing) and is the platform on which Secret Sounds' ANZ promotion runs.
- AEG Presents: Global concert promotion and live entertainment division of AEG, routing international artists across North America, Europe and Asia-Pacific; comparable as a broad incumbent promoter whose touring deals often compete with Secret Sounds for ANZ routing.
Regional players
- Mushroom Group: Long-standing Australian music and live entertainment group encompassing booking, festival and event operations; overlaps with Secret Sounds in ANZ tour booking and festival ownership.
Others
- WME (William Morris Endeavor): Global talent agency whose artists division books tours globally, frequently routing international acts to ANZ promoters including Secret Sounds — adjacent to the promotion function rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Secret Sounds social profiles
Digital presenceSecret Sounds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secret Sounds leadership team
Management profileNumber of profiles
Profiles2 records
Secret Sounds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secret Sounds M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Secret Sounds
What does Secret Sounds do?
Secret Sounds is a tour promoter and live event organizer that promotes concerts, tours, and music festivals across Australia and New Zealand. The company sells tickets to live music events through its own website and authorized ticketing partners, offers premium VIP experience packages, owns and operates iconic Australian festivals (Splendour in the Grass, Falls Festival, Harvest), and provides end-to-end artist touring services including event scheduling, venue booking, and presale management.
Is Secret Sounds a public or private company?
Secret Sounds is a private company. It is classified as corporate owned and is currently operating.
When was Secret Sounds founded?
Secret Sounds was founded in 1999. It employs 11 to 50 people.
Where is Secret Sounds based?
Secret Sounds is headquartered in Fassifern Valley, Australia, in the Oceania region.
How does Secret Sounds make money?
Three revenue lines are on record. Ticket Sales and Event Promotion is the primary driver. The others are VIP Experiences and merchandise and Product Sales.
Who are Secret Sounds's main competitors?
Direct peers on record are Frontier Touring, Chugg Entertainment and TEG (Ticketek Entertainment Group). Broad incumbents are Live Nation Entertainment and AEG Presents. Mushroom Group is listed as a regional player. WME (William Morris Endeavor) is listed as an others.
Does Secret Sounds have an API?
No public API is recorded for Secret Sounds.
What industry is Secret Sounds in?
Secret Sounds's product category is Live Music Tour Promotion. Its primary akta.pro industry code is MPAIAFAA, Concert & Tour Promoters, with a secondary code of MPAGAAAB, Music Festival Organizers & Promoters. Its NAICS code is 711320 and its SIC code is 7900.