Michael Cassel and Amplify complete strategic investment

By Tony Zhang|03 August 2020
Michael Cassel and Amplify complete strategic investment

Herbert Smith Freehills has advised the Michael Cassel Group on strategic investment by Amplify.

Firms: Herbert Smith Freehills (Michael Cassel Group)   

Deal: Herbert Smith Freehills’ private equity and venture capital team has advised Michael Cassel Group on a strategic investment in its business by Amplify, a global live entertainment and content holding company.

Amplify was formed in 2019 by leading global technology investment firm Silver Lake and minority investor Mercury Capital, and also holds TEG, a global, integrated live entertainment, ticketing and technology company.


Value: Undisclosed.

Area: Venture capital, private equity.  

Key players: The Herbert Smith Freehills team was led by partner and head of venture capital Peter Dunne, consultant Elizabeth Henderson, and solicitors Lisa Alderson and Alexandra Thams.

Deal significance: With the investment, Michael Cassel Group intends to pursue significant expansion within the theatrical live entertainment industry. The transaction is subject to regulatory approval.

Since inception, we’ve built a company with an enviable international reputation and a very strong and creative culture. I’m excited by the commitment and enthusiasm of our new partners TEG and Silver Lake and the synergies that they bring to Amplify,” said CEO/producer Michael Cassel.


“Together with my team, our goal is to build a global, diversified theatrical live entertainment company focused on producing and developing quality, premium content; expanding international touring and exploiting opportunities in emerging markets; and securing a vertically integrated model focused on theatre acquisitions.

Mr Cassel will retain significant ongoing equity ownership and will continue to run Michael Cassel Group as an independent entity.

Mr Dunne said added that this new partnership is “testament to the global standing of Michael Cassel Group and Michael Cassel himself, and to the quality and success of the business he has built.”

“It’s been a pleasure to work with Michael and his team on this transaction and to help Michael Cassel Group achieve this incredible result – made even more impressive by the challenges of the current environment,” Mr Dunne said.

“We look forward to seeing the business grow with this investment and the much-needed enjoyment that it will bring to audiences around the world.”

Michael Cassel and Amplify complete strategic investment
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