The Secret Behind Laneway Festival's Unconventional Success
In the heart of Melbourne's CBD lies Caledonian Lane, a narrow and unassuming alleyway that has become the birthplace of one of Australia's most beloved music festivals. More than 20 years ago, Jerome Borazio, a hospitality entrepreneur, envisioned transforming a neglected deli in this underwhelming lane into a vibrant space for creatives. His goal was simple: create a venue where people like him, who preferred a casual atmosphere, could enjoy music and drinks without the constraints of corporate strictness.
Borazio, who proudly embraces his laid-back style, decided to bypass traditional expectations. He founded St Jerome’s, a local bar that quickly turned into a cultural hit and a hub for the city's artistic community. The bar hosted countless DIY music gigs where emerging artists like Lily Allen would perform. As St Jerome's gained popularity, Borazio and his childhood friend, Danny Rogers, realized it was time to celebrate the bar's success by taking their party outdoors.
The Birth of an Iconic Festival
In 2005, the inaugural St Jerome’s Laneway Festival was held, marking the beginning of a unique musical celebration. The first event drew around 1,400 attendees, a crowd squeezed into Caledonian Lane. Unlike many festivals today, which often boast big-name headliners, the Laneway Festival focused on creating a community and promoting lesser-known up-and-coming acts. Over the years, the festival has expanded and now includes international locations such as Singapore, Detroit, and London.
A New Chapter of Growth
Today, the Laneway Festival attracts 125,000 music lovers across cities from Perth to Brisbane and Auckland. It recently achieved a milestone by selling out 70,000 tickets for its 2025 lineup featuring all-female headliners, including pop star Charli XCX. Founders Borazio and Rogers express constant surprise at the festival's ongoing success, especially during challenging times for the music festival industry.
In recent years, many Australian music festivals have struggled due to factors like rising costs, unfavorable weather, and lockdown impacts from the pandemic. Despite this, Laneway stands strong as one of the longest-running national festivals, with programming that prioritizes artist integrity over commercial viability.
Programming with Integrity
Unlike other festival promoters, Rogers and Borazio pride themselves on their unique approach to artist selection. Instead of chasing mainstream headliners, they focus on offering a thoughtfully curated lineup that resonates with audiences. Rogers, who handles the programming, has built a reputation for booking emerging talent before they hit major success.
Rogers’ commitment to discovering new music and taking risks plays a significant role in Laneway's appeal. He often passes on big-name acts that other festivals might eagerly book simply because they are popular, maintaining the festival's focus on quality and authenticity.
Cultivating a Community
A key component of Laneway's success is its community-driven spirit. The festival not only supports emerging artists but also involves young programmers who bring fresh ideas and perspectives. By engaging with younger voices, Rogers ensures the festival remains relevant and in tune with changing musical trends.
Laneway’s management is also deeply aware of the financial strains faced by young audiences today. The founders work diligently to create a festival experience that offers good value, making it accessible even amid rising ticket prices across the industry.
Embracing Unique Venues and Experiences
From its modest beginnings in Caledonian Lane, Laneway has evolved into a sizable event, shifting to larger venues while preserving its essence rooted in community. Borazio and Rogers are mindful of the festival’s growth but remain committed to maintaining an intimate atmosphere wherever possible.
The success of the Laneway Festival stems from its unwavering commitment to supporting artists, fostering community, and nurturing a deep love for music. Their relationship, which has grown over two decades, showcases a partnership founded on passion rather than strict business operations. Through every challenge and triumph, they continue to share their joy of discovering new music— a sentiment that continues to resonate at Laneway Festival every year.
festival, music, community