Comedian Luisa Omielan is targeting young girls, gays and Beyoncé fans

(A version of this piece was also published by India’s We Speak News)

Luisa Omielan after her show at the Comedy Cafe last night

Is there life after the Edinburgh Fringe for a Free Festival show by a relatively unknown comedian? Well, judging by last night, Yes.

I went to the first night of Luisa Omielan’s eight-week run at London’s Comedy Cafe Theatre and she got a standing ovation from a full house whooping for a show which had played to full houses and multiple 5-star reviews throughout the Edinburgh Fringe.

The show is called What Would Beyoncé Do?

“It’s about how Beyoncé songs have helped me,” Luisa told me last night. “How I think I should be a diva but it hasn’t quite worked out that way. I showcase Beyoncé songs to highlight how very different my life is to what Beyoncé has.”

My eternally-un-named friend saw the show with me. She (admittedly off-colour and with a possible ear infection) thought the pre-show music was much too loud. So did I. But, after the show, Luisa told me:

“It was to get the audience hyped. It’s not a show where you just sit down and don’t get involved. It’s very much a Yeeeaaahhhhh!!! Paaaarty!!!! show.”

She has performed in various shows at the Edinburgh Fringe for nine years, but What Would Beyoncé Do? was her debut solo show there and last night was her first ever full-length solo show in London.

The Beyoncé poster/flyer designed by Luisa

“From the first day in Edinburgh,” Luisa told me, “it had a full house of 12o people in the audience. About a week in, the fire brigade came and said: You can’t have this many people in the room! and they capped it at 75 and, after that, I was turning away maybe 20 or 30 people a night. They came because of the title and because I got listed as One To Watch and it was a good poster. Title and poster count for a lot.”

“You’ve done a lot of improv and been in other full-length shows at the Fringe,” I said to her. “You are very experienced. But doing a full-length solo show is different. Have you found it scary?”

“Yes,” she replied. “I cried twice before I went on tonight. Petrified. When I went to Edinburgh, I went completely by myself. I planned and dealt with every aspect of the show myself including the poster and the PR. But I was quite confident because I thought I’ve done the Fringe before. This’ll be fine. Whereas here tonight… I’ve never done a London show. I felt I had a lot to prove. There are 99 seats in the Comedy Cafe. How am I going to fill friggin’ 99 seats?

“But my Twitter followers went up by 400 during Edinburgh and, because it’s a free show (on the Free Festival/Free Fringe model) people feel ‘invested’ – they really support with the social media networking. So I’ve been using Facebook and Twitter to promote this show.”

“Are you an improviser or a stand-up?” I asked.

“I’m both” said Luisa firmly. “I see them both as my strengths, both as my art forms and I want a show which combines the two.”

“And you want to be an actress…” I said.

“No,” Luisa corrected me. “I want to be what you just saw. I’m doing what I want to be. I’ve never wanted to be anything else but a comedy performer, since I was about four or five. I did do acting at college (she studied Performing Arts) but my thing was always I wanted to be famous for being me. I wanted to be like Whoopi Goldberg or Robin Williams – where they’re a personality. Whoopi Goldberg gets booked as Whoopi Goldberg. I wanted that.”

“When I was watching the show,” I told Luisa, “I was impressed by the audience control.”

“Well,” she said, “over a year ago, I went to Chicago for three months, to the big improv school at Second City and studied clowning over there, which I loved. And clowning’s all about raising and lowering and raising… it’s all audience control.”

“You wanted to move there?” I asked.

“I would have done,” Luisa said. “If Edinburgh hadn’t gone well, my plan was to go back. But Edinburgh went amazing.”

“So you’re going back to Edinburgh again next year?”

“Yes, with the same show at the Free Festival.”

“The same show?” I asked.

Luisa singing – and dancing – at the Comedy Cafe last night

“Yes,” she replied. “Because this show is perfect for my target audience. The people who come to my comedy show are people that wouldn’t necessarily go to a comedy show normally. So there’s a lot of my target audience out there who need to know I exist.”

“And your target audience is…?” I asked.

“The young girls and the gays, because they identify with what I say and what I talk about.”

“You had a significant scattering of black people in that audience,” I said. “That’s strangely unusual in a normal comedy club, though I’ve never known why.”

“But that’s who I want to appeal to,” explained Luisa. “An urban crowd. Absolutely I want to appeal to that audience because it’s all-encompassing. The show is a party. In so many comedy shows you see the same old thing. I don’t fit into that environment. So I did my own thing and they came and, now I’ve found that niche, it’s very important that I build an audience and a following from the bottom up.”

“Where does that go if you’re stuck with young girls and gays?” I asked. “Doesn’t that mean you don’t hit the mainstream audience?”

“I think you’ll find they are the mainstream audience,” said Luisa. “If you get the girls and the gays, then the rest of the world follows.”

“Aren’t comedy audiences mainly young males, though?” I asked.

“People say they are, but there’s actually lots more women coming to comedy now and I want to try and encompass more women in comedy and get more women to go. You look at Jessie J or Beyoncé… Men didn’t pay for that. Women paid for that.

“Women pay for entertainment, not men. Men might pay for football. Women will decide what film you watch, where you go, what you go see. Women will decide that. Women are spending the money. This old men v women thing is bullshit. I have no time for that. Women will pay for a show. I want women in my show. End of. There’s no What about the men? Fuck ‘em. They’ve got Jongleurs. Go to that.”

“So Young heterosexual males piss-off?” I asked.

“No, not piss-off. But there’s plenty of comedy out there. This is my comedy for my target audience which I have found. There’s enough of them there.”

“Have you based your stage persona on someone else?” I asked.

“Who?”

“That’s why I asked,” I said.

“No,” said Luisa firmly. “I’ve based myself on me.”

“Who were your idols?”

“Whoopi Goldberg, Robin Williams, Steve Martin, Cher, Beyoncé.”

“Steve Martin’s different,” I suggested.

“Yeah, but in his films, he’s very physical and clowny.”

“You dance very well in the show,” I said.

“You’re joking,” laughed Luisa. “I can’t dance at all. I just dance with conviction. Improv is all about conviction. If you’re pretending to die, do it with conviction. If you’re dancing and you’re nervous about it, you dance harder and that’ll get you through.”

“I saw an interview with Fred Astaire,” I mused, “where he said Ginger Rogers actually couldn’t dance… but she could act dancing brilliantly.”

“Exactly,” said Luisa. “You do it with enough conviction and people will believe you. And dancing is a big thing with Beyoncé.”

“But what if people don’t know a lot about Beyoncé?” I asked. “That excludes them from the show?”

“No, because they just see someone dancing silly and enjoying it for dancing silly’s sake.”

“But why should I – if I’m a 26 year-old comedy-goer – go see a show about Beyoncé with Beyoncé in the title if I don’t know about or like Beyoncé?”

“Well, there’s plenty of other shows for you to go and see!” laughed Luisa. “I’m not the only choice, God bless you!”

“Maybe you are the only choice.”

“For my audience, yeah.”

“So you are playing the Comedy Cafe here every Tuesday for eight weeks,” I said, “and then…?”

“I want to tour with it next year. So it’s me building a following and attacking it from different angles, making a good comedy show free and making it accessible. When I got 5-star reviews in Edinburgh, the next day I got comedy-savvy-goers who would come and be boring and sit there and think Oh, this is very interesting blah-blah blah-blah blah. My audience was alright those days, just a bit dead.

“But when I had groups of girls – black, white, Asian – dressed up to the nines coming in for a night out, that’s when I’d have that big reaction you saw tonight where it would blow the roof off. They’re the people that I’m trying to get. The people who don’t normally go to comedy and especially wouldn’t go to Jongleurs on a Friday or Saturday night. They’re the people I want to come to my comedy show and it’s a show that’s honest and truthful and relevant and it’s not pretentious, pretending to be something else or being clever with wordplay. If it’s not for you, by all means don’t come. But, if you want a bit of a party with jokes in, you’ll love it.”

“You don’t need a PR,” I told Luisa, “You are your PR. Have you seen Beyoncé perform live?”

“Yeah,” said Luisa. “She’s amazing. I nearly died. The way she performs – I thought I wanna perform like that… but with stand-up.”