From Wide-Eyed Festival Goer to Festival Director: The Journey of Fringe Brisbane
Growing up, I remember festivals as this electrifying collision of art, music, and culture. The colourful stages, the eclectic crowds, and the feeling that something extraordinary could happen at any moment. I was always drawn to the magic of these events, completely absorbed in the sheer brilliance of human creativity. At that time, I never imagined that one day I’d be standing on the other side of the festival gates—leading a festival of my own. But fast forward to 2022, and there I was, stepping into the role of Festival Director for the inaugural Fringe Brisbane, an experience that was as thrilling as it was transformative.
The Leap into Directing a Festival
Being handed the reins to lead a festival is no small feat. Fringe Brisbane wasn’t just any event—it was a sprawling, multifaceted festival that would span over 100 events at 25 venues across the city. In total, we staged more than 300 performances over a few short weeks. The scale was immense, and while I was excited beyond belief, I also knew that the path ahead was filled with unknowns.
I didn’t step into the role thinking I had all the answers. In fact, much of the journey was about embracing the unknown, problem-solving on the go, and learning to be adaptable. But that’s what festivals are at their core, aren’t they? They’re a celebration of the unpredictable. The performances themselves are living, breathing things, evolving in real time alongside the audiences that fuel them. What I didn’t expect was just how much this experience would teach me—not just about directing a festival, but about leadership, creativity, and the power of community.
Lesson 1: Building a Festival is Like Building a Brand
One of the first and biggest challenges was figuring out how to shape the identity of Fringe Brisbane. For a new festival, especially one that carries the weight of the ‘Fringe’ name, branding was crucial. We needed to create a strong, recognisable identity that captured both the energy of Brisbane and the spirit of fringe arts—raw, unconventional, and boundary-pushing.
We worked tirelessly to create branding that would resonate with the eclectic artists and audiences we hoped to attract. Fringe festivals thrive on diversity and experimentation, so we wanted the brand to reflect a sense of freedom, creativity, and inclusivity. This was about more than just a logo or color palette; it was about communicating a vision that said, “This is a space where anything is possible.” We invested heavily in visual design, voice, and messaging, ensuring that every touchpoint—whether online, in print, or at the event itself—carried the same vibrant energy we envisioned for the festival.
What I learned through this process is that building a festival is a lot like building a brand. It’s about creating a community around shared values and experiences. Your audience, your artists, and your team are all part of that brand, and you have to bring them along for the ride. Authenticity is everything. You can’t just stage a show and hope people turn up—you have to cultivate a space where they feel excited to be a part of it, where they see themselves reflected in the experience.
Lesson 2: The Magic is in the Teamwork
No festival, especially one of this scale, can happen without a dedicated, passionate team. I was lucky to have an incredible group of people working alongside me, from venue managers to technical crews, promotional teams, and volunteers. Each person brought their unique skills and energy, and together, we turned what could have been a logistical nightmare into something extraordinary.
Managing the logistics of over 300 performances across 25 venues requires intense coordination. There are so many moving parts—artist schedules, venue availability, marketing, ticket sales, and technical requirements. It’s easy to get overwhelmed by the sheer volume of tasks, but what made the difference was trust. I trusted my team, and they trusted me. We built a culture where communication was key, and collaboration was celebrated. When challenges arose—and they did, constantly—we tackled them together, problem-solving in real time and staying focused on the bigger picture.
One of the biggest lessons I took away from this experience is the importance of building a strong team culture. Festivals are intense by nature, and the pressure can quickly become overwhelming. But when you’ve got a team that’s committed to the vision and to each other, that pressure turns into fuel. We leaned on each other during the most stressful moments, and in doing so, created something much bigger than any of us could have accomplished alone.
Lesson 3: The Power of Adaptability
If there’s one thing I learned as Festival Director, it’s that no matter how much you plan, things will go wrong. Artists drop out at the last minute, venues face unexpected issues, and weather can wreak havoc on outdoor performances. At times, it felt like chaos was just around the corner, waiting to derail the festival. But here’s the thing: chaos is inevitable. The key is how you respond to it.
Throughout Fringe Brisbane, I had to make countless decisions on the fly, adapting to changes and figuring out creative solutions on the go. It taught me the power of flexibility, and perhaps more importantly, the value of staying calm under pressure. There were moments when it seemed like everything was falling apart, but those were also the moments that brought out the best in us. We learned to think on our feet, to be resourceful, and to trust our instincts.
This experience prepared me for something even bigger: launching Absolutely Brilliant, a creative consultancy and intercultural digital library, alongside my partner, Keely. The festival taught me that embracing the unknown isn’t just a necessity—it’s an opportunity. Every challenge is a chance to grow, and every unknown is an invitation to innovate. Keely and I have always shared a passion for creativity and community, and now, with the lessons I’ve learned from Fringe Brisbane, we’re diving headfirst into this next adventure.
Embracing the Unknown: The Birth of Absolutely Brilliant
Launching Absolutely Brilliant is a natural extension of the work I’ve been doing for years as a festival director, producer, and creative storyteller. The experience of building Fringe Brisbane taught me how to bring people together, how to create something that resonates, and how to lead with both creativity and practicality. Now, as we prepare to launch our next adventure in Vietnam and Cambodia, we’re excited to apply these lessons to our new projects—focusing on storytelling, community building, and empowering creatives around the world.
Keely and I believe that creativity is at the heart of human connection, and Absolutely Brilliant is a platform that will celebrate that. Whether we’re consulting with digital business owners, producing content for our YouTube channel, or curating stories for our intercultural library, we’re driven by the same mission: to celebrate human brilliance in all its forms.
Fringe Brisbane taught me to embrace the unknown with open arms. It showed me that creativity thrives in uncertainty, and that the most exciting opportunities often come from the challenges we face. As we move forward into this new chapter, I carry with me the lessons learned from directing a festival, knowing that every unknown is just another opportunity to create something absolutely brilliant.
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