AO LIVE: A New Era at the Australian Open
In January 2023, the Australian Open transformed itself into more than just a world-class tennis tournament; it turned into a vibrant celebration of music and sports with the launch of AO LIVE. This curated music festival ran parallel to the Grand Slam tournament and featured an impressive lineup of artists performing on open-air stages before and during the competition.
During the initial days of the tournament, AO LIVE debuted a multi-night music series, creating an electrifying block party atmosphere that was hard to resist. With buzzing crowds and performances featuring electronic dance music, the festival provided a festive backdrop to the thrilling matches unfolding on the courts. This dynamic combination of sports and music not only captivated the existing fanbase but also drew in a younger audience eager to engage with the electric vibe.
Learning from Success: The BNP Paribas Open
Not far from Melbourne, tournament organizers at the BNP Paribas Open were closely observing the success of AO LIVE. Though absent from the festivities, their interest in integrating elements of that festival-like feel into their own event was palpable. The Indian Wells Tennis Garden is set to undergo an exciting transformation this year, with enhancements aimed at accommodating larger acts and creating an immersive experience for attendees.
At Indian Wells, the tournament will feature two expansive shade structures—Paradise Pavilion and the Village Stage—both of which will host live music and DJ sets. Scheduled performers include American Idol winner and Indio local Abi Carter on March 4, and Grammy-nominated country star Sara Evans, who will take the stage on March 7, marking the opening weekend of the tournament. The lineup also features bands like Sixwire and Zac Barnett from American Authors in what is being branded as an “All Star Jam,” ensuring that the festivities resonate well with fans long after the matches.
Cultivating the Audience Experience
As live music becomes a more integral part of the BNP Paribas Open, officials are candid about their intentions to elevate it beyond the traditional tennis experience. Philippe Dore, the tournament’s vice president of marketing, remarked, “It’s part of us reaching out to a new audience, a younger audience. All walks of life.” This forward-thinking approach aligns with a broader trend in the sport to nurture a fan culture that is vibrant and engaging.
Over the past decade, the tennis community has made concerted efforts to attract younger audiences. Initiatives include grassroots programs, engaging social media campaigns, and the highlighting of high-profile celebrities attending matches. Various adjustments to the game—both in terms of rules, such as the introduction of serve clocks to speed up play, and playing conditions—aim to create a quicker, more lively environment that captivates younger viewers seeking shorter engagement cycles.
A Balancing Act: Music vs. Tennis
With this exciting focus on expanding the tournament experience, there are voices expressing concerns about the ramifications of integrating live music. Some believe that a festival-like atmosphere could overshadow the essence of tennis, detracting from the sport’s competitive spirit and rich narratives.
Mark Woodforde, a tennis Hall of Famer, voiced his concerns after attending AO LIVE, noting that the prominence of music sometimes overshadowed the actual matches. “Now, you have a plethora of choices,” he stated, recognizing the diverse attractions at major events. “There are people buying tickets that are not interested in tennis.”
In response, tournament organizers understand the necessity of striking a delicate balance. As Dore mentions, “We don’t want to get away from our tennis. Tennis is the reason we’re all here. So, we protect that a lot.” The goal is to provide an engaging experience that simultaneously celebrates both the thrill of tennis and the joy of live music.
Looking Ahead: Engaging an Evolving Audience
Data indicates that attendees at the BNP Paribas Open typically spend an average of three full days at the event. Thus, it becomes imperative to keep them engaged through a combination of world-class tennis matches, exceptional dining experiences, and live music. With the tournament routinely recognized as a top destination on the World Tour, the stakes are high to continue delivering memorable experiences to both players and fans.
As they embark on this journey of integrating a music festival atmosphere, the essence of tennis remains at the forefront. “It’s about finding that happy medium,” Woodforde acknowledged, recognizing the inherent value of both aspects of the event. Festivals like AO LIVE have set the stage for an exciting future, where tennis and music harmoniously coexist under the bright lights of stadiums, transforming the way fans engage with the game.
