AO LIVE
The Australian Open's entertainment platform — and emerging brand in its own right.
AO LIVE is the Australian Open's entertainment platform — and more recently, an emerging entertainment brand in its own right. What began as Finals Festival has evolved into a product architecture spanning ticketed headline concerts in John Cain Arena, free precinct programming across the AO site, Opening Week live music, Celebration Days and the broader festival-value moments that define the tournament's audience experience.
My role has been to help shape AO LIVE not just as event entertainment, but as a legitimate platform with its own identity, audience strategy, market value and commercial model. That means working simultaneously as programmer, commercial operator, brand strategist and stakeholder translator — moving between artist bookings, promoter relationships, ticketing strategy, precinct design, production delivery, marketing planning and executive briefings, often in the same week.
Recent focus has been on moving AO LIVE beyond fixed-fee delivery into smarter co-promotion and venture-style commercial arrangements, while broadening the audience profile and increasing the cultural weight of the brand.