Sarah McBriar (GB)
Sarah is the visionary Founder and Creative Director behind AVA, the UK and Ireland’s leading audio-visual arts festival and conference. Since creating AVA in 2014, Sarah and her team have developed it into a globally respected platform & mecca for cutting-edge music, immersive art, and emerging talent -championing both local scenes and internationally renowned artists.
Recognized as 'one of the world’s most exciting electronic music festivals' by Mixmag, AVA has earned numerous accolades under Sarah’s leadership. It was shortlisted for Music Week’s 2025 Festival of the Year award and named a finalist in DJ Mag’s Underground Hero category for its grassroots contributions to UK music communities. From an idea born in the fields of Glastonbury, Sarah has evolved AVA into a cultural force, redefining the intersection of music, technology, and live experience.
Praised by The Irish Times as Ireland’s most innovative electronic music festival and listed among The Guardian’s top ten city music festivals in the UK, AVA continues to set the benchmark for immersive, future-facing cultural experiences. AVA has collaborated with a diverse and influential roster of artists and cultural pioneers - including Charli XCX, FKA Twigs, Bicep, Overmono, Underworld, Pulp and Brian Eno to name just a few - amplifying the scope of contemporary culture and experiential creativity.
Beyond AVA, Sarah is also the Founder and Creative Director of UP Productions, a Belfast and London-based experiential agency specializing in immersive events, brand activations, and culturally driven campaigns across music, fashion, food, and lifestyle. UP Productions helps brands and artists create real-world experiences that drive cultural relevance and deep engagement.
With over 15 years of experience across the live entertainment and cultural sectors, Sarah is known for her creative leadership in concept development, programming, production design, and fundraising. Her work with institutions such as The Tate Modern, Fabric, NTIA, The Arts Council, BBC, Avant Arte and Broadwick Live underscores her commitment to innovation and collaborative impact across the arts and music landscape.
Discover more: AVA Website, AVA Instagram, AVA TikTok