[3] Previously he established the National Theatre's Watch This Space Festival,[4] was artistic director and chief executive of the Norfolk and Norwich Festival[5] and most recently the artistic director of the Perth International Arts Festival.,[6] which culminated with The Giants by Royal de Luxe, one of the largest arts events ever staged in Australia.
[8] He studied drama at University of Exeter, and started his programming career whilst reading drama there,[9] promoting and presenting bands and artists including The Sugarcubes, Thom Yorke (pre-Radiohead), Siouxsie and The Creatures, Transvision Vamp and The Inspiral Carpets.
[11] He commissioned and programmed Australian premieres including the final three piano etudes from Philip Glass; Landfall by Laurie Anderson and the Kronos Quartet; The Refusal of Time by William Kentridge; Between the Desert and the Deep Blue Sea: A Symphony for Perth by composer Tod Machover; keynote speeches from writers Martin Amis, Lionel Shriver and Margaret Atwood; Situation Rooms by Rimini Protokoll; and Scattered Light by Jim Campbell.
[12][13] For the opening event for the 2012 Festival, Holloway programmed Place des Anges by Studio Cirque, which attracted 30,000 people.
Through many months of research and many trips to Western Australia, Royal de Luxe designed a story that drew as much from Nyoongar culture as it did from the legacy and myth of the ANZACs.