Australasian concert promoter giants Frontier Touring have today announced the promotion of Sahara Herald to the role of Tour Director.
The news follows the recent departure of Michael Harrison to the USA with AEG Global Touring.
Since joining Frontier in 2014, Herald has worked on Australian tours with names such as Lorde, The Killers, Harry Styles and most recently, Sam Smith.
In the new role, Herald will be responsible for maintaining and developing many of Frontier’s existing roster of artists, while also nurturing new acts and building agent relationships.
“Sahara has proven time and again her true passion for live music and hard work," Frontier Touring Managing Director, Michael Gudinski, said.
"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.”
Herald added that she is "thrilled and grateful" to be taking on the new gig.
"Whilst evolving technology has changed the way we consume music, I still strongly believe that the raw, electric moment of being part of a live concert has the power to bring immeasurable joy and lasting memories to punters," Herald said.
"It’s helping deliver those magic moments that keeps me truly engaged and passionate about what I do."
Herald has previously worked as National Event Coordinator for the Big Day Out festival and has previously been a consultant for MusicNSW and the ARIA Hall of Fame Board, as well as currently being a judge for the Queensland Music Awards.
Gudinski says more appointments are expected to be announced soon.
"... This has been a good time for us to review our situation and I’m pleased to say we will have some further exciting announcements about additions to the Frontier team soon."
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