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Also in 1999, Mushroom Marketing launched and has provided music services for the likes of [[Coca-Cola]], [[Telstra]] and [[McDonalds]].
In 2001, Roundhouse Entertainment launched with their inaugural A Day On The Green concert, which has become an iconic festival series in Australian wineries and has featured the likes of [[Hall & Oates]], Tom Jones, [[Elvis Costello]] and [[Alicia Keys]]. <ref>{{cite web|url=http://focusmag.com.au/ne/featured/a-day-on-the-green |title=A Day On The Green |accessdate=2013-11-11}}</ref>
Michael Gudinski’s son Matt got his start in the family business in 2002 with the launch of his [[Illusive Sounds]] label imprint and touring company at the age of 18. Illusive’s label has distributed [[Bliss N Eso]], [[Owl Eyes]], [[Clubfeet]], [[Stonefield|Stonefield_(band)]], Diafrix and Lowrider, while their touring division has brought out [[AlunaGeorge]], [[Bruno Mars]] and [[Mark Ronson]] to name just a few. The year afterwards, Ivy League Records (home to Cloud Control, The Rubens, Josh Pyke and Alpine) joined the fold.
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2006 saw the opening of an international label arm, Liberator Music, with a roster that includes Phoenix, Bloc Party, Dizzee Rascal, Tiesto, Local Natives and Chrvches.
In 2010, party promoter I Oh You launched his I Oh You record label through Mushroom. Some of the inaugural label signees were Bleeding Knees Club, DZ Deathrays and Snakataktal. In the same year, Matt Gudinski and booking agent Brett Murrihy formed a third Group booking agency called Artist Voice. Shortly afterwards, Mushroom launched another merchandise arm named Drawing Board, which provided creative services for artists. <ref>{{cite web|url=http://www.fasterlouder.com.au/features/37573/I-Oh-You-turns-4-Were-not-just-a-party-rock-label |title=I Oh You turns 4: "We're not
just a party rock label" |publisher=Darren Levin |accessdate=2013-11-11}}</ref>
In 2012, Michael Gudinski was honoured by his home city of Melbourne and named Melburnian of the Year for Mushroom’s contribution to the local music scene. In the same year he was also listed in the #1 position in the AMID Power 50, a list of the top 50 most influential people in the Australian music industry. <ref>{{cite web|url=http://www.melbourne.vic.gov.au/AboutMelbourne/MelbourneAwards/Pages/MelburnianoftheYear.aspx#2012 |title=2012: Michael Gudinski – Founder, Mushroom Records |accessdate=2013-11-11}}</ref>
2013 was another landmark year for the Group. It celebrated its 40th anniversary with an event at Thousand Pound Bend featuring performances by [[Alt-J]], British India, City Calm Down, Clubfeet, Owl Eyes, Snakadaktal, The Rubens, Vance Joy, and World’s End Press. At the party, Matt Gudinski was announced as the new Executive Director of the Group alongside his father and CEO Michael. <ref>{{cite web|url= http://www.take40.com/news/37594/mushroom's-michael-gudinski-not-retiring---promotes-son-to-director-+-signs-dan-sultan |title=Mushroom's Michael Gudinski Not Retiring - Promotes Son To Director + Signs Dan Sultan |publisher=Take40 |date=2013-2-06 |accessdate=2013-10-31}}</ref>
In the same year, Mushroom acquired the Australian distribution rights for [[PIAS Entertainment Group]] and Intellitix technology. The year was capped off by the announcement that [[Future Entertainment]] joined Mushroom, which makes it currently the largest 100% Australian owned festival entity by virtue of ticket sales. <ref>{{cite web|url=http://www.smh.com.au/entertainment/music/future-cloudy-for-music-festivals-20130907-2tbwj.html |title=Future cloudy for music festivals |date=2013-9-08 |accessdate=2013-11-11}}</ref>
==Subsidiaries==
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