ABOUT
The Boss Experience Agency is a creative consultancy that shapes culture. We develop and deliver entertainment, arts and lifestyle moments that define destinations, build audiences and create lasting commercial value. We create places, experiences and partnerships that people want to be part of.
EXPERTISE
Live Experiences & Cultural Programming. Strategic Partnerships & Commercial Growth. Placemaking & Destination Development. Audience Strategy, Marketing & Communications. Creative Direction, Brand Identity & Storytelling. Stakeholder Engagement & Relationship Management.
LEADERSHIP
Managing Director Johanna Greenway has spent more than two decades shaping iconic entertainment, tourism and cultural properties. She combines strategic thinking, creative vision and commercial expertise to create experiences and partnerships that deliver meaningful outcomes.
APPROACH
Every project is supported by a trusted network of long-term collaborators, carefully assembled to suit objectives, scale and requirements. This model ensures every project benefits from the expertise it needs without the constraints of a traditional agency structure.
WORK
Explore a selection of current and previous projects below.
CMC ROCKS QLD
2022 – CURRENT
Country music is exploding, and CMC Rocks QLD has been at the centre of that growth for two decades. More than a festival, it is a living, breathing city where world-class music, campsite traditions, off-road culture, live sport and late-night honky-tonks combine to create one of Australia's most distinctive cultural destinations.
Since 2022, we have led the festival's commercial partnerships and audience experiences, developing and programming many of its most recognisable brand activations, enabling our partners to tell their story through genuine cultural connection.
CMC’s landmark 20th Anniversary edition in March 2027 will be the most ambitious chapter in the festival's history.
BIG DAY OUT
2005 – 2013
At its peak, the Big Day Out was the largest touring music festival in the world. Johanna Greenway, founder and Managing Director of The Boss Experience Agency, arrived as a contractor and left as Director of Marketing & PR, spending eight years shaping it from the inside across marketing, PR, talent, sponsorship and event management.
THE EIGHTY-SIX
2023
Built to celebrate Melbourne's live music identity, The Eighty-Six transformed the iconic 86 tram corridor into a citywide cultural precinct. Co-founded by Johanna Greenway and Woody McDonald and supported by Creative Victoria, the week-long festival created a connected destination experience that strengthened local culture, increased visitation, and drove economic activity. We conceived, developed and delivered the festival end-to-end, producing one of Australia's strongest examples of culture-led placemaking by using existing neighbourhoods and communities as the festival itself.
ST. JEROME’S LANEWAY FESTIVAL
2017 – 2019
Laneway has built a reputation as one of contemporary music's most influential tastemaker festivals. Over three years we provided strategic commercial consultancy across sponsorship, partnerships, brand activations, and festival experiences, creating authentic collaborations that strengthened both the audience experience and the festival's commercial value.
DARK MOFO
2013 – 2019
Few festivals have transformed a city the way Dark Mofo transformed Hobart. One of the world's most visceral and daring cultural events, this midwinter ritual pulls thousands into the dark to find something true. We provided commercial rights consultation to McMILLAN MGMT across six years of the festival's most formative growth.
BIG GAMES NIGHT OUT
2023 – 2025
Big Games Night Out transformed Fed Square into Australia’s largest free celebration of games and popular culture, attracting more than 10,000 fans annually. In 2025, it expanded with Electric Arcadia, a week-long immersive Amusement Plaza created in collaboration with Callum Preston. We created, marketed and delivered the festival for Melbourne International Games Week while it was under the management of Creative Victoria.
THE AUSSIE BBQ AT SXSW
2003 – 2008
Johanna Greenway was a partner in the Australian Music Collective (AMC) alongside Mary Mihealkos and Glenn Dickie. AMC promoted The Aussie BBQ at SXSW and Australian showcase tours across Los Angeles, New York and London. The company produced one of SXSW's largest daytime events, attracting more than 6,000 attendees, and managed bookings, marketing, publicity, sponsorship, media, stakeholders and key global music industry relationships.
ON THE ROAD AGAIN
2021
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.
ROYAL MOYLE AT LANEWAY FESTIVAL
2018
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
2016 – 2019
Field Day was one of Australia's most iconic New Year's Day music festivals, attracting 30,000 patrons to Sydney's Domain. We provided commercial rights consultancy to McMILLAN MGMT, developing partnership opportunities aligned with the festival's culture, audience and commercial objectives.
GOOD THINGS MUSIC FESTIVAL
2018 – 2022
Good Things is Australia's leading alternative music festival. We helped build the festival's commercial platform from the ground up, establishing the partnerships, sponsorships and brand experiences that laid the foundation for its long-term commercial success.
RISING
2020 & 2021
We provided commercial rights consultancy, partnership development, F&B strategy and produced the official RISING 2021 Podcast to extend the festival's audience engagement through storytelling.
THE SURF LODGE & THE GOVERNORS BALL’S ENDLESS SUMMER
2020
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
2020
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 International Women’s Day Summits and produced 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.
GRILL FOR GOOD BUSHFIRE CRISIS FUNDRAISER
2020
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
2013
Johanna Greenway curated, produced and marketed Chow Town nationally at the 2013 Big Day Out, transforming festival food from a convenience into a headline experience. Featuring leading chefs including Andrew McConnell, Matt Stone, Mark Labrooy, Ben Milgate and Elvis Abramovich, Chow Town redefined expectations of food at Australian music festivals and set a new benchmark for festival dining.
PLAY ON VICTORIA – REGIONAL SERIES
2021
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
2014
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
2016 – 2019
Listen Out & Listen In were among Australia's leading electronic and hip-hop festivals, touring Melbourne, Sydney, Brisbane, Adelaide, Perth and Auckland. We provided commercial rights consultancy to McMILLAN MGMT across both properties, supporting the development and growth of their commercial partnership program.
HARBOURLIFE FESTIVAL
2016 – 2019
Harbourlife was one of Australia's premier summer music festivals, renowned for its iconic Sydney Harbour setting and carefully curated line-up of leading local and international artists. We provided commercial rights consultancy to McMILLAN MGMT, supporting the festival's commercial partnership strategy and partner program.
ART MONTH SYDNEY
2021 – 2024
Art Month Sydney celebrated the significance and vibrancy of Sydney’s art scene, connecting audiences with emerging and established artists through events designed to inspire new generations of contemporary art lovers and collectors. Johanna Greenway served as a Director of the Board.
GIRLS ROCK! AT LANEWAY FESTIVAL
2019
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
2019
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.
MERCADO SAGRADO ANNUAL FAIR
2018
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
2015 & 2016
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
2014 & 2015
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.
ZOO TWILIGHTS CONCERT SERIES
2020
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
2019
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 consultancy, supporting the development of the event's partnership strategy.
SPINNING IN SOLIDARITY FUND & AWARENESS RAISER
2020
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.
ISOL-AID & ISO-LATE
2019
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.
