AO FINALS FESTIVAL
The Australian Open's first major move into music culture.
- Role
- Product owner, executive producer
Before AO LIVE, Finals Festival represented the Australian Open's first major step toward integrating contemporary music culture into the tournament experience.
I led the product out of COVID as Tennis Australia's move back into live music — conceiving, booking and delivering the program, and handling stakeholder and promotion management throughout. Working across programming, operations and audience strategy, the project helped establish a new entertainment identity for the AO — creating a foundation for what would eventually become AO LIVE.