My third orbit around the sun with AVA Festival Belfast. The biggest and most-diverse edition the festival has seen – with huge headliners: UK rapper Central Cee and Korean DJ Peggy Gou. 

Devising the full festival campaign was a roller-coaster. We launched new stages, media, radio and telecoms partners - Resident Advisor, BBC, Boiler Room, EarthPercent, War Child, 02 Mobile, Spotify+ – alongside new apparel collaborations with Never Never and award winning Irish designer Robyn Lynch. We also organised a huge conference in partnership with Output Belfast.  

For this campaign we put an emphasis on the experience as a whole and reaching new audiences. I led the internal marketing and design teams, all media partnerships and programming talks for the the AVA x Output conference. This involved brand idendity, launch strategy, leading on press, creator strategy and and full campaign execution. AVA 2023 was the most stunning and dynamic edition the festival has ever seen.


AVA London 2024 took over five iconic central London venues: The British Library, The Standard, KOKO, The House of KOKO & HERE at Outernet ✼

Emphasising lectures, digital arts, culture & the international music community, the conference programme was our biggest and boldest yet.  We worked with Brian Eno, Charli XCX, Grace Ladoja, Laurent Garnier, Resident Advisor, Trippin, TraTraTrax, XL Recordings, United Visual Artists, TikTok, It’s Nice That, Pitch Studios, Sónar, Primavera, Mutek, British Council, Arts Council & more...

We curated two large live club events, and a live-multimedia showcase of audiovisual work from Pitch Studios alongside an amazing line up of world-class DJs at HERE at Outernet.


Charli XCX headlining the RA Exchange Live at the British Library.

Elijah's lecture: "If you love music, you should learn how to DJ" at KOKO.

Brian Eno chatting to Canadian guitarist Donna Grantis, about what music can do for the planet. Donna Grantis intimate live Guitar performance at KOKO, a first for AVA London. 

Matt Clark from United Visual Artists giving a lecture titled 'Other Spaces' guiding us through a compelling 20-year journey of UVA's art practice.

Trippin hosted two panel talks that I curated, on contemporary culture, global music and micro trends Ft: DJ Lomalinda from Colombia, Romana from Belo Horizonte, Derek from Nyege Nyege festival in Uganda & the inimitable Paul-Simon Geddis from Sónar.

'Re-Queering Dancefloors' for this talk a diverse panel will discuss the ins-and-outs of organising parties–for queer people, by queer people ft. Alex Nikolov, Romana & Cass O'Grady.

PITCH STUDIOS™ and It's Nice That talking visual identities and taking an empathetic approach to art and design. I worked closely with Pitch on both of AVA's visual identities this year, they've nailed it – and to celebrate will debut a live visuals show at Outernet.

Grace Ladoja x Tara Kumar, Kenya Grace x TikTok, Laurent Garnier x Séamas O'Reilly, Will Aspden x Emerald ✼
RA Exchange: Tony Andrew


I lead on the delivery of the full AVA Festival 2022 brand and marketing campaign, launching a new festival idendity and international promotion campaign across 9 months. Managing internal and external marketing, content and design teams + media comms, partnerships, advertising and digital sales strategy – exceeding growth, content performance and overall financial goals.

We launched the new idendity during the finale of the 2021 festival, a media first which involved months of art direction to be ready for a live launch. Everything culminated in the most iconic edition of AVA yet – a huge sold-out festival of live music on a stunning new docklands site.

Our media partners were Resident Advisor, The BBC & Boiler Room. We also worked closely with Crack, DJ Mag, Trippin, Mixmag, Nialler9, District... 

There were many viral moments, the most iconic being the Skin On Skin Boiler Room debut. Watch the aftermovie + launch campaign below.



Curating a music conference was a dream brief for me.  After over two years no IRL events & online panel talk fatigue during the pandemic, it was a unique challenge bringing the London music industry back together in person for the first post-covid event. The format was a day into night Conference & club event, all under one roof at Printworks with over 8,000 attendees.

Focussing on four key themes - Innovation, Diversity, Sustainablity & Post Pandemic we brough a unique mix of speakers & partners into the fold, old friends and some new ones too. It was fun injecting personality, working with old/new friends and leaning on my editorial strengths for the conference programme.

I worked across programming, leading on new sponsorship deals (Patreon, Hennessy) and media partnerships, art direction for the idendity as well as a creative marketing strategy for the full event – in partnership with the very professional Printworks team at Broadwick Live.

There was a panel on the Future of UK Nightlife hosted by DJ Mag, a hybrid interview with Carl Cox, Resident Advisor Exchange live with Elijah, talks and special events curated by Patreon & Hennessy alongside live keynotes from: Trainspotting author Irvine Welsh, UK bass mainstays Mala & Kode 9, a AV lecture with Weirdcore, a production masterclass with KiNK and a panel session on The Changing Landscapes of Dance Music hosted by Black Artist Database.  

For more about AVA London:
Full Timetable
Elijah - RA Exchange
Elijah - RA Exchange (video)
Patreon Presents: The New Creative Economy - live
DJ Mag Coverage


After two years hiatus on live events AVA Belfast returned in September 2021 to double in size and deliver a sold-out weekender to over 10,000 people Belfast. The festival went fully outdoor and truly international – full of surprises, guest media appearances and on a production par with some of the best in Europe.

I joined in May 2021 to deliver our first ever sell out campaign, full management of the internal marketing + design team and a fleet of freelancers. It was my debut leading on a project of this nature and scale. 

I devised a new content channel strategy around all our pre & live-event comms, a full channel growth & streaming strategy as well as overseeing all of AVA’s advertising, ticketing and media partner relationships.

This resulted in the most engaging festival campaign ever with a resoundingly positive  response in the international press, placements on BBC One TV, over 12M eyes on the festival through partner channels and AVA being nominated for best UK Festival in the DJ Mag Awards.

You can watch/listen back via Boiler Room + BBC Sounds.

Channel Launch – I planned and delivered the launch of two new channels for the festival (TikTok + Discord) acheiving viral results on our first week.

︎︎︎An Emotional Resonse - AVA in Pictures (RA)
︎︎︎AVA: A Triumphant Return