Peter Urlich needs no introduction when it comes to the New Zealand music industry. From his earliest days with legends, Th’ Dudes, through to his latest role as swinging crooner, Peter has filled 40 years with every conceivable musical scenario.

And his business partner in Applause, Peter Hale, also an
accomplished entertainer, has an extensive background in talent management having organised  the live entertainment at SkyCity Auckland Casino for 5 years, along with a history in management consultancy and business.

So it seemed to make perfect sense that these two  should combine their creative, logistic and administrative skills to start up an agency that answers a need for a truly professional, premier music consultancy.