BIG GAMES NIGHT OUT 2023 & 2024

Melbourne International Games Week (MIGW) is the largest annual gaming event in the Asia-Pacific region. MIGW’s flagship event, Big Games Night Out, celebrates gaming, technology, arts, and community spirit. This free event transforms Federation Square into an immersive realm of games-themed fantasy. Boss created, designed, curated, marketed and produced Big Games Night Out for Creative Victoria.

CMC ROCKS QLD

Country Music is booming. Powered by the combination of crossover artists like Taylor Swift and Lil Nas X, the popularity of streaming services, social media, TikTok and TV have created a perfect storm that has led to an explosive, global Country Music revival. Australia leads the charge as Spotify’s third-biggest and the world’s fastest-growing Country market. Each year, tens of thousands of passionate fans experience the world’s hottest stars at CMC Rocks QLD – Australia’s five-day premiere Country Music destination and the biggest international Country Music Festival in the Southern Hemisphere. Boss has managed sponsorship, brand activations and festival experiences for CMC since 2022.

THE EIGHTY-SIX

The Eighty-Six celebrated Melbourne and its love of music. Collaborating with small businesses at the heart of Melbourne’s quintessential late-night culture to create a music lovers’ paradise with ideal conditions for live music to thrive and be valued. Showcasing and supporting the extraordinary industry, scene and transport system that serves Australia’s most culturally significant street – The Eighty-Six made live music culture visible and proved, beyond doubt, that Melbourne is one of the world's greatest music cities.  Boss designed, marketed, and produced the festival, co-founded by Johanna Greenway and Woody McDonald and supported by Creative Victoria.

BIG DAY OUT

Prior to launching The Boss Experience, Managing Director Johanna Greenway worked for The Big Day Out, which at the time was the worlds largest touring music festival. Over the eight year tenure her roles involved managing creative design, event management, marketing, digital extensions, talent programming, sponsorship and much more; culminating in Johanna holding the position of Director of Marketing & PR.

THE AUSSIE BBQ AT SXSW 

From 2003-2008, Johanna Greenway partnered with Mary Mihealkos and Glenn Dickie in the company that produced and promoted annual Australian artist showcase performances at SxSW (Austin, Texas) and side shows in Los Angeles, NYC and London. The Australian Music Collective (AMC) produced one of the largest daytime parties at SxSW with over six thousand people in attendance. AMC booked and promoted all tours, including marketing, publicity, sponsorship and the management of stakeholders, media and key global industry figures.

ON THE ROAD AGAIN

On The Road Again is a Victorian Government initiative to support the return of live music events across Victoria. On The Road Again celebrates Victoria’s reputation as the live music capital of Australia and brings live music back to local stages, boosting the live music industry after a difficult few years due to the pandemic. We deliver strategic marketing, PR and project management for various On The Road Again initiatives.

VICTORIA TOGETHER PRESENTS THE LONG WEEKENDER 2021

Hosted by Myf Warhurst, The Long Weekender delivered six hours of curated Victorian Music Festival Moments from Falls Festival, Meredith, Queenscliff Music Festival, Yirramboi, Golden Plains, Share The Spirit, A Day On The Green and more on Monday 14th June via ACMI’s Cinema 3. The Long Weekender was produced by The Boss Experience Agency for the State Government of Victoria.

DARK MOFO

Dark Mofo is a winter solstice festival based in Tasmania. Delving into centuries-old rituals to explore the links between ancient and contemporary mythology, humans and nature, religious and secular traditions, darkness, light, birth, death and renewal. Dark Mofo includes a Nude Solstice Swim, an eight-night community-focused Winter Feast, the opening of Mona’s major winter exhibition plus music, film, and engaging art in venues throughout the city. We provided commercial rights consultation to McMILLAN MGMT for Dark Mofo from 2013–2019.

ROYAL MOYLE AT LANEWAY FESTIVAL

We worked with acclaimed chef David Moyle to concept and curate an elevated F&B offering at the 2018 Laneway Festival. Moyle headed up a pop up restaurant at both Sydney and Melbourne, with Melbourne's selection also including food by chefs Dave Verheul (Embla), Shannon Martinez (Smith & Daughters), Josh Murphy and Rory Coucher (Harley & Rose); and Sydney's offering up dishes by Restaurant Hubert's Daniel Pepperell and 10 William St's Enrico Tomelleri. Each dish was paired with a specialty cocktail by expert mixologist and gin guru Shaun Byrne (Gin Palace).

FIELD DAY FESTIVAL

This multi-stage, one-day music event has remedied a whole array of New Year’s event deficiencies since its launch in 2002. Hosted at The Domain in Sydney, Field Day provides the freshest way to begin the year, surrounded by like-minded people all enjoying the hottest mix of house, hip-hop, indie and electronica artists. Attended by just shy of 30,000 patrons, Field Day continues to sell out in a flash, and remains one of the most sought-after tickets in town – even after 18 years of operation. We provided commercial rights consultation to McMILLAN MGMT for Field Day 2016–2019.

GOOD THINGS MUSIC FESTIVAL

With a diverse blend of emerging and high-profile international and local alternative, punk rock & metal acts, Good Things fills a vacant space in Australia’s vibrant festival landscape for the genre’s dedicated fanbase. We produced commercial partnerships for Good Things Festival between 2018-2022, focusing on strategic marketing via integrated experiential activations.

RISING

RISING is a surge of art, music and ceremony in the heart of Melbourne. Taking the place of the Melbourne International Arts Festival and White Night, RISING is a major cultural event for the Asia Pacific region created by a diverse team of local, national and international artists and curators. Interlocking circles of experience and connection will radiate through the night, as the city re-synchronises and is re-energised with public art, performance and music spanning the emerging and iconic, the epic and intimate. We provided food, beverage and commercial rights consultation to RISING 2020 and 2021 as well as producing the RISING 2021 Podcast.

THE SURF LODGE & THE GOVERNORS BALL’S ENDLESS SUMMER  

Montauk's iconic Surf Lodge is known for hosting its annual Summer Concert Series featuring musicians from across the world. We produced the Tones and I performance for the Labour Day 2020 'Endless Summer' - a two-day virtual concert series presented by The Surf Lodge, Bumble and The Governors Ball in support of Equal Justice Initiative.

ONE OF ONE INTERNATIONAL WOMEN’S DAY SUMMIT

One of One is a not-for-profit organisation that supports and encourages women and non-binary people working in the music industry. We managed commercial rights for the 2020 International Women’s Day Summits as well as producing the Melbourne event at The Forum Theatre featuring a powerful keynote speech by Deborah Cheetham, AO, and moving performances from Allara, Mindy Meng Wang and Kira Puru.

SPINNING IN SOLIDARITY FUND & AWARENESS RAISER

We assisted Swerv and Soju Gang to produce “Spinning in Solidarity”, a live Twitch event of DJ’s and artists coming together and sharing their passion for music to raise funds as a form of solidarity to the Aboriginal and Torres Strait Community. We acknowledge the injustice, mistreatment and murder of blak bodies by the state, and strive to use this platform to shed light on the continuous breach of human rights taken place in the country we call home - along with raising funds for grassroots Indigenous organisations that actively work towards the freedom, safety and justice of the Indigenous community.

ST. JEROME’S LANEWAY FESTIVAL

We produced Laneway Festival’s commercial partnerships in 2017, 2018 and 2019, focusing on strategic marketing via integrated experiential activations.

GRILL FOR GOOD BUSHFIRE CRISIS FUNDRAISER

In response to the catastrophic bushfires of summer 2020, alongside 33 Events and Penny Drop we produced Grill for Good. The event featured local artists, chefs, DJs and small businesses banding together to raise $210,000 for the Fire Relief Fund for First Nations Communities and Wildlife Victoria.

CHOW TOWN AT THE BIG DAY OUT

In collaboration with 33 Events, Johanna Greenway curated, produced and marketed Chow Town nationally at 2013 The Big Day Out – the first time a food lineup became an equal drawcard to the music! Featuring chefs such as Andrew McConnel, Matt Stone, Mark Labrooy, Ben Milgate and Elvis Abramovich, Chow Town changed the way food was served, and ultimately expected at Australian Music Festivals.

PLAY ON VICTORIA – REGIONAL SERIES

Play On was a series of eight regional Victorian events supported by the Victorian State Government to safely bring live music back to the state. The Boss Experience Agency booked, produced and marketed the regional series for Visit Victoria as part of the Victorian Government’s vaccinated economy rollout.

ONLY LOVERS LEFT ALIVE: IMMERSIVE CINEMA PREMIERES

We worked with Sony Pictures Classics and Cinema Paradiso on the Cologne, Berlin, Paris, London and New York City immersive launches of Jim Jarmusch’s Only Lovers Left Alive. The evenings began with a screening of the crypto-vampire love story, followed by live performances and immersive installations where musicians from the film's soundtrack performed live.

LISTEN OUT & LISTEN IN FESTIVAL

Showcasing the top electronic and hip-hop acts from around the world to crowds across Melbourne, Sydney, Brisbane, Adelaide, Perth and Auckland, Listen Out has become known as the antidote to many of the things people dislike about music festivals: minimal timetable clashes and programming that ensures you’re surrounded by people you can relate to. Carefully curated with a philosophy of the best, rather than the biggest, and with generations Y and Z in mind, attending Listen Out has become a rite of passage for young people.  We provided commercial rights consultation to McMILLAN MGMT for Listen Out and Listen In 2016–2019.

HARBOURLIFE FESTIVAL

Over the past fifteen years, Harbourlife has cemented itself as the quintessential Sydney party experience, and one of the best summer festivals in the country – not only for its Sydney Harbour backdrop, but its program of the best local and international house artists the world over. With a slightly older audience skew than its Fuzzy siblings, Harbourlife maintains its reputation as a ‘must do’ event among people ages 22–30.  We provided commercial rights consultation to McMILLAN MGMT for Harbourlife 2016–2019.

ART MONTH SYDNEY

Art Month Sydney celebrates the significance and vibrancy of Sydney’s art scene. As a platform for emerging and established artists, the festival attracts art enthusiasts from across the city – encouraging everyone to experience the work of local creators in new and enjoyable ways. Throughout the month, each event ignites discussion and creates pathways to inspire the next generation of contemporary art lovers and collectors. Johanna Greenway is a Director of the Board of Art Month Sydney.

GIRLS ROCK! AT LANEWAY FESTIVAL

We produced a strategic partnership between Girls Rock! Australia and MOJO Kombucha who teamed up to empower the next generation of women and gender-diverse musicians by introducing a Girls Rock! curated stage at all five Laneway Festival 2019 Australian dates.

GHOST WORLD & CRUMB IMMERSIVE CINEMA EXPERIENCE

Terry Zwigoff’s 2001 Ghost World, starring Scarlett Johannson, Thora Birch and Steve Buscemi, remains a cult classic to this day. We worked with Cinema Paradiso on a series of immersive cinema experiences for Ghost World and Zwigoff’s earlier documentary film Crumb at London’s Troxy.

THE BLACKHEARTS CLUB AT MIFF

We designed and produced The Blackhearts Club, a month-long immersive food, beverage, music and cinema experience that transformed the Forum Theatre into a Hollywood Golden Era piano bar for Blackhearts & Sparrows and the Melbourne International Film Festival.

MERCADO SAGRADO ANNUAL FAIR

Mercado Sagrado’s collection of intentional experiences includes the flagship festival, healing arts summit, mystery tours and intimate happenings.  We provide commercial rights consultation to the Conscious City Guide for Mercado Sagrado.

TWILIGHT AT TARONGA CONCERT SERIES

We rebranded and managed the marketing, PR, sponsorship, content, strategy and assembled the event management and production teams for the strategic relaunch of Twilight at Taronga 2015 & 2016, delivering the most successful years in the history of the Zoo’s summer concert series.

BIGSOUND

BIGSOUND is Australia’s leading international music industry event. Running over three September days in Brisbane, the Fortitude Valley comes alive with the gathering of musicians, managers, buyers, industry experts and music lovers from far and wide. We managed the commercial rights for BIGSOUND 2014 and 2015.

ZOO TWILIGHTS CONCERT SERIES

We managed commercial partnerships for the 2020 Zoo Twilights - an annual concert series where fans of all ages can enjoy their favourite artists in the lush outdoor surrounds of Melbourne Zoo and contribute toward the conservation and protection of threatened Victorian wildlife.

PRAHRAN SUMMER JAM

Prahran Summer Jam is a celebration of Australia’s booming basketball culture starring the biggest names in the Australian and international streetball and slam-dunk scene. Much more than a tournament or festival, this community event is the definition of grassroots basketball in Australia and provides an important platform for rising stars. Fuelled by passion, integrity and purpose, Prahran Summer Jam is the zeitgeist of basketball and street culture in Australia. We provided commercial rights consultation for Prahran Summer Jam 2019.

 ISOL-AID & ISO-LATE

Utilising new formats, new mediums and delivering new experiences we secured investment and produced commercial partnerships for Isol-Aid and it's late night sister Iso-Late during the first wave of the COVID-19 pandemic.