Sarah McBriar (GB)

Sarah is the Founder and Creative Director of AVA, the UK and Ireland's leading audio-visual arts festival and conference. Since 2014, Sarah & her team have grown AVA from a Glastonbury field idea into a globally respected platform for cutting-edge music and immersive art, working with artists including Charli XCX, FKA Twigs, Brian Eno, Bicep and Underworld.Described as "a cultural catalyst" by The Independent and "one of the world's most exciting electronic festivals" by Mixmag, AVA continues to set the benchmark for immersive culture.

Sarah is also the Founder & Creative Director of UP Productions, a creative production studio delivering large-scale events, activations and installations for brands including Glossier, Sheertex, EVO, Estrella and artists including Bicep ISLE album launch and Annie Mac's "Before Midnight," alongside collaborations with the BBC, Avant Arte, Broadwick Live, Resident Advisor and many others. With over 15 years' experience in the creative live entertainment and events industry, Sarah understands how to translate a brand or artist's vision into a live experience that resonates — blending sharp production, cultural insight and bold programming to create moments audiences remember.