ABOUT
The Boss Experience Agency is a creative consultancy that shapes culture. We develop and deliver entertainment, arts and lifestyle moments that define places, 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. Stakeholder Engagement & Relationship Management.
LEADERSHIP
Managing Director Johanna Greenway has built a career shaping iconic entertainment, tourism and cultural properties. Her work combines more than two decades of experience, strategic thinking, creative leadership, and commercial expertise to create destinations, partnerships, and experiences that are relevant, commercially successful, and built with integrity.
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 has been at the centre of that growth for two decades. More than a festival, it is a living, breathing town built on authentic country culture, where world-class music, campsite traditions, off-road culture, live sport and late-night honky-tonks keep fans returning year after year. We have led festival experiences and brand partnerships since 2022, with the upcoming 20th Anniversary set to be the biggest year 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 an iconic tram corridor into a city-wide festival footprint. Activating live music venues, bars and small businesses along the Route 86 tram line, the festival reinforced the culture that has long defined the city. Co-founded by Johanna Greenway and Woody McDonald and supported by Creative Victoria, we designed, marketed and produced the week-long festival.
BIG GAMES NIGHT OUT
2023 – 2025
Big Games Night Out transformed Fed Square into a free festival celebrating games and popular culture. The event consistently attracted over 10,000 fans, making it Australia’s largest free celebration of games. In 2025, BGNO added "Electric Arcadia," a week-long immersive Amusement Plaza developed in collaboration with Melbourne's champion of nostalgia, Callum Preston, and interactive artist Louie Roots. We have designed, marketed, and delivered this successful annual festival for Melbourne International Games Week while it was under the management of Creative Victoria.
THE AUSSIE BBQ AT SXSW
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
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.
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.
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
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.
GOOD THINGS MUSIC FESTIVAL
2018 – 2022
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, focusing on strategic marketing via integrated experiential activations.
RISING
2020 & 2021
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
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.
ST. JEROME’S LANEWAY FESTIVAL
2017 – 2019
We produced Laneway Festival’s commercial partnerships, focusing on strategic marketing via integrated experiential activations.
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 – the first time a food lineup became an equal drawcard to the music! Featuring chefs such as Andrew McConnell, 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
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
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.
HARBOURLIFE FESTIVAL
2016 – 2019
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 also for 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.
ART MONTH SYDNEY
2021 – 2024
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
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
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.
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.
