Knockoffs with… Sam Wright
This week CityMag heads to the Exeter to chat to Adelaide entertainment industry stalwart Sam Wright about the future of festivals and his new business.
WHERE: The Exeter
DRINK OF CHOICE: Coopers Dark Ale
Sam Wright is the founder and director of New Day Projects, a specialist business advising in the production of festivals, creative programs and more.
DS: First of all, what is New Day Projects?
SW: New Day Projects is a creative project management company that aims to deliver exceptional experiences in the arts and culture world of South Australia and beyond. We specialise in producing festivals, activations and bespoke creative programs and love working with artists, cultural institutions, councils and businesses to bring bold ideas to life.
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DS: How did you get your start in the entertainment industry?
SW: My first exposure to the entertainment industry was perched amidst a drum seat of a pop punk band playing venues like The Underground, Cranker and many a pub in the northern suburbs from age 16 to 18. I had a fork in the road moment where I ditched the sticks and an opportunity to enrol in Jazz at the Con and took to a Bachelor of Arts instead with a focus on tourism, hospitality and music media from 2008 to 2010. While I studied, I volunteered at many a festival and landed my first internship (in publicity) with WOMADelaide, one of my favourite festivals in the world. Quite a few festivals and events later, here we are in 2025.
DS: Tell me a bit about your history with South Australian events and festivals? What’ve been some highlights?
SW: I have had the absolute delight of working on many a festival and event in Adelaide and beyond from 2010 through to now. Highlights that stick with me include my first internship at WOMADelaide, driving Ennio Morricone’s family around Adelaide when he visited for 2012 Festival, working Barrio as music programming assistant for Anne Wiberg in 2013, wearing a safari suit and guiding people around Adelaide to secret locations for Moving Music (2012 to 2015), being an abduction driver for Dark Mofo’s Blacklist Club in 2015, creating Neon Forest with Geoff Cobham and the RCC team in 2017, bringing Rhye (one of my favourite artists) to Adelaide Festival’s The Palais in 2019, being part of Illuminate Adelaide’s beginnings with Rachael Azzopardi and Lee Cumberlidge from 2021 to 2023 and seeing hundreds of thousands of people hit the streets of Adelaide in winter, starting and continuing New Found Sound in the Port, welcoming numerous of Adelaide’s best bands to its unique venues and spaces.
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DS: If you could give me a bit of a health check on the local live music and festival scene, what would be your diagnosis?
SW: My diagnosis would be that we have a pulse. There is a living and breathing scene of great operators and events in Adelaide. Summertown Studio, Jive, Cranker, Ancient World, Hindley Street Music Hall, 5/4 Entertainment, Exeter, GA Entertainment, Pirate Life Brewing, 10 Gallon Hat, Porch and Recreation, Froth and Fury, Sidebyside, Space Jams, WOMADelaide, Illuminate Adelaide and so many more. There are of course never-ending challenges for artists, venues and festivals alike to keep presenting festivals and shows – all of these people keep us going and wanting more great experiences for Adelaide in the future.
DS: What’s in store for New Day Projects? Can you give me any insight into some of the projects you’re working on?
SW: My main intent for the business is to do great projects with great organisations/people and I feel like I am really nailing that so far by working with Renew Adelaide, Vitalstatistix, Festival Plaza, Music SA and Illuminate Adelaide.
One of the highlight projects I am producing is Horizons. I am lucky to have been asked by Creative Directors of Illuminate, Lee Cumberlidge and Rachael Azzopardi to produce what will be a drone and light spectacle in Adelaide Oval on 18 July – I am sure this project will feature close to mind as an absolute highlight in my career and am grateful for the opportunity.
DS: Who should approach you for your services?
SW: Anyone and everyone that has a need for creative project management in their business.
DS: Is the future bright for the local live music and festival space?
SW: For me, Adelaide has always been a place of opportunity – somewhere you can easily piece together an amazing project through a few phone calls with like-minded people. If others feel that same energy and optimism, then there is no reason why we can’t keep burning bright.
