‘Now or Never’ immersive festival returns to significant Melbourne sites and venues

‘Now or Never’ - the City of Melbourne’s newest major festival will return this August following a phenomenal debut last year with thought-provoking performances to late-night cultural experiences held at some of Melbourne’s major sites and venues.

From Thursday 22nd to Sunday 31st August, the adventurous festival is set to make a stunning comeback with a vibrant program of over 100 free and ticketed events and sessions exploring art, ideas, sound and technology. 

This year’s festival theme, ‘Look through the image’ invites audiences to interrogate what’s in front of them to explore deeper meanings and contemplate the layers of symbolism and hidden messages within.

More than 250 local and international creatives, musicians, artists and thought leaders will take over iconic venues across Melbourne – presenting immersive digital art experiences, cutting-edge performances, groundbreaking music and captivating talks. 

Venues and sites involved include NantStudios in Docklands cinema studios, home to the largest LED volume screen for virtual production in the world; Royal Exhibition Building; Tarra River Southbank; Melbourne Recital Centre; Melbourne Museum Plaza; and the State Library of Victoria.

Museums Victoria Chief Executive and director Lynley Crosswell shared "Melbourne Museum and the Royal Exhibition Building are vital elements in Melbourne's cultural identity. And as centres of wonder and discovery, the perfect venues to host the brilliant homegrown and international program of bold art, creative ideas and future thinking that is Now or Never 2024.”

Melbourne Lord Mayor Sally Capp notes “Melbourne, it’s Now or Never! The return of this extraordinary festival will enrich our events calendar, boosting visitation for our traders and stoking our economy during the traditionally quieter winter period.

“From thought-provoking performances to late-night cultural experiences, the festival supports artistic talent and encourages knowledge, curiosity and creativity.”

“Now or Never is set to draw over 200,000 visitors to the city – welcoming audiences with a variety of events across some of Melbourne’s most iconic venues, including the renowned Royal Exhibition Building.”

City Activation portfolio lead Councillor Roshena Campbell added “Last year, Now or Never became Melbourne's newest major festival – drawing big crowds, supporting more than 1,500 jobs and injecting almost $14 million into the local economy. 

“Now or Never is a lucrative addition to our city’s cultural and events calendar– providing another fantastic reason to enjoy everything Melbourne has to offer during the winter months.” 

Tickets are on sale now. To purchase and to explore the full program, visit Now or Never.