In late April this year the City of Melbourne announced a brand new major event, Now or Never, which combines and builds on the resources of Melbourne Music Week and Melbourne Knowledge Week. The former usually runs in sultry December, while the latter has been in the autumn month of May. But in a rethink of the model, Now or Never will launch its inaugural festival this year from 17 August to 2 September.
With a $2.7 million major investment from the City of Melbourne and a further $1.25 million from the Victorian Government, Now or Never is expected to attract over 200,000 people. Its ambitions are to not only cement itself in Melbourne’s highly saturated festival calendar, but to also become an international festival destination.