Answers to nine common questions asked by innocent first-time performers at the Edinburgh Fringe

Next Wednesday is the deadline for the reduced-rate entries in this year’s Edinburgh Fringe Programme. Until next Wednesday, the cost is £295.20p. After that, it goes up to £393.60p. So, in a spirit of altruism and pomposity, I thought I’d give my personal opinion on nine Things You Need to Know About the Edinburgh Fringe…

1. HOW MUCH DOES ACCOMMODATION COST?

You know the phrase “an arm and a leg”?

If you think you can get anything as cheap as that, you are having an idle fantasy or you are taking hallucinogenic drugs far stronger than you should if you want to stand upright on a stage.

And, if you haven’t been up, you have no idea. The Edinburgh Fringe is unimaginably large and sprawling. It is the biggest arts festival in the world; Edinburgh is a relatively small city. Last year, there were 21,148 performers in Edinburgh simply for the Fringe. That is just performers. Then you have the back-stage, administrative, media and service industry people and the audiences themselves.

Last year, there were 40,254 performances of 2,453 shows in 259 venues. And that’s just the Fringe. Simultaneously, you have the separate official Edinburgh Festival, the Military Tattoo, the Art Festival, the Book Festival and the Television Festival. Any one of those would be a major event on its own in any other city. In Edinburgh, they are happening simultaneously. Plus there are endless other events and street theatre on a massive scale. And just normal meandering tourists. Last year, at the Fringe alone, there were around two million bums-on-seats for shows. No-one knows exact figures for sure because of the increasingly large PBH Free Fringe and Laughing Horse Free Festival numbers.

It is a simple case of Thatcherite market-led supply and demand. The demand for accommodation is enormous; the supply is severely limited.

Someone I know who is friends with an estate agent in Edinburgh was told – this is true – that one rule of thumb they use for calculating rental rates for flats during the Fringe is to ask the owner: “How much is your annual mortgage?” That then becomes a fair amount to charge someone for the month of August.

I had relatives and friends in Edinburgh until three years ago. Now I have to pay. It’s horrendous.

The phrase to bear in mind with everything connected to the Edinburgh Fringe is “like lambs to the slaughter”.

But, like the mud at Glastonbury, it is addictive.

2. SHALL I GO UP FOR JUST ONE WEEK?

No.

The first (half) week is dead and tickets are half-price or two-for-one. You will get low audiences and even less money. If you do get audiences, they will fall off a cliff on the first Tuesday, when the half-price deals end.

The second week is usually almost equally dead.

The third week perks up a little.

The final week is buzzing.

But, if you have not been there since the very beginning and only go up for the last week, you will have generated no word of mouth about your show, no momentum and no review quotes to put on your posters and flyers. And you will be wiped off the face of Edinburgh awareness by a tsunami of other shows which have all these things.

That is if you even get a review, which is highly unlikely.

Whenever a foolhardy Fringe virgin asks my advice, I also tell him/her:

“You have to go up for three consecutive years”

The first year, you will be lost and ignored. The second year you will, with luck, know how to play the system. The third year, reviewers and audience will think you are a regular and you may get noticed.

I know one act who has performed at the Edinburgh Fringe three times. Great act. Wonderful. Got 4-star reviews every time. But, because he/she could not afford to go up every year, there was no momentum building from year to year. He/she, in effect, had to start from scratch each year as an unknown.

Remember that it is not just audiences but reviewers who have a high turnover. The punter and reviewer who saw your show two years ago is probably not in town/ not reviewing this year.

3. CAN I RELAX ON THE PUBLICITY FRONT BECAUSE MY VENUE’S PRESS OFFICE AND THE FRINGE’S PRESS OFFICE WILL HANDLE ALL MY MEDIA PUBLICITY?

You have no idea how it works.

No they won’t.

The venue’s press office is not there to specifically publicise your show. They publicise the venue and act as a central contact point. They will try to be even-handed, but they have lots of other shows. They cannot do constant hands-on publicity for you.

Same thing with the Fringe Office. They are a central contact point. Keep them informed. But they are too busy to do the impossible and publicise your show. Last year, they were dealing with 40,254 performances of 2,453 shows in 259 venues. And with 21,148 self-obsessed and wildly disorganised – possibly mentally unstable – performers. This year, the numbers will probably be higher.

The Samaritans are the ones to ask for help in Edinburgh.

4. DOES MY VENUE’S STAFF KNOW WHAT THEY ARE DOING?

No.

Trust me.

No.

Most only arrived a week ago, some are Australian and the ones who are not have little experience of anything outside their friends’ kitchens. They probably had no sleep last night and are certainly only at the Fringe to drink, take drugs and, with luck, get laid by well-proportioned members of the opposite sex. Or, in some cases, the same sex.

Trust me.

With help and advice, they could organise a piss-up at the Fringe but not in a brewery.

5. HOW MUCH MONEY MIGHT I MAKE?

Are you mad?

You have to assume a 100% loss on your investment. Even if people make a profit, they usually calculate that by ignoring accommodation costs and the amount of money they would have made anyway if they had not gone up to Edinburgh.

6. I HAVE A PROMOTER AND/OR PRO AGENT. HE WILL LOOK AFTER MY INTERESTS, RIGHT?

He might do. And you might win the EuroLottery. Or he might try to screw you rigid.

One thing to look out for is an agent/manager/promoter’s expenses.

One performer I know went up with a well-known promoter who was looking after seven shows that year. He quite reasonably deducted the cost of his own accommodation and transport. But, instead of dividing the total costs by seven and spreading that cost between all seven shows, he deducted 100% of the cost from each show’s profits, thus getting back 700% of his total costs.

Another thing to look out for is agents, promoters or managers who take their percentage off the gross, not off net receipts. They should be taking their percentage off the genuine profit – the net receipts after deduction of genuine overheads and expenses. If they take their percentage off the gross receipts before deduction of overheads and expenses, you are being severely disadvantaged.

Alright. They are fucking you.

If your show makes £100 but costs £90 to stage, then the profit is £10. If the promoter/agent takes 10% of that net profit, then he gets £1 and you get £9.

If your show makes £100 and the promoter/agent takes 10% off that gross profit and the show cost £90 to put on, then he gets £10 and you get zero.

And, in both those examples, the show made exactly the same amount of money.

And let’s not even get into the games which can be played with the point at which they add in or deduct VAT.

7. IT’S MY FIRST EDINBURGH. WILL I GET FINANCIALLY SCREWED BY UNSCRUPULOUS PEOPLE?

Yes.

8. WILL IT RAIN?

Yes.

9. SHOULD I GO BACK AGAIN NEXT YEAR?

Yes.

Myths, dangers and curses of the Edinburgh Festival Fringe

(This blog appeared on Chortle, the UK comedy industry website)

I went to the Edinburgh Fringe Roadshow in London on Saturday and a couple of people asked my advice because they have decided to perform on the Fringe for the first time this year. Then, on Monday morning, a non-performer who appeared briefly as a guest at last year’s Fringe e-mailed me about the possibility of staging a full show throughout this year’s Fringe in August. On Tuesday morning, an established comedy act phoned me about returning to the Fringe after a gap of several years. And, yesterday afternoon, I got Skyped by someone who lives in mainland Europe about coming to the UK and playing the Fringe for the first time.

On Saturday, I asked about the long-and-widely-quoted statistics that the average Fringe show audience comprises six people and the average Fringe-goer is only in the city for three days. The Fringe Office told me both were urban myths.

Fringe Chief Executive Kath Mainland, in fact, told me that 50% of Fringe audiences come from Edinburgh (ie the EH postcodes). And that does not include the large numbers of Glaswegians who commute to Edinburgh Fringe shows. If true, it would mean that over half the audience is coming from lowland Scotland and performers should perhaps tailor their shows more towards Scots audiences if they want to get bums on seats.

Like all Fringe statistics, of course, even that one should be treated with a pinch of salt. The only way of knowing who goes to the Fringe is if punters buy tickets in advance and give their postcodes. The vast numbers who buy tickets with cash at the venue on the day don’t do that. And all Fringe statistics are mightily skewed by the fact no-one does nor can know how many punters attend the increasing number of free shows – let alone where they come from.

So, as always, performing at the Fringe is like juggling spaghetti in the dark and, when you get there, like standing in a cold shower tearing up £50 notes. This year, the uncertainties are even greater – not because of the recession but because of the rapidly changing nature of the Fringe – especially the crumbling of the box office for middle-ranking comedy shows. It happened last year and is likely to happen even moreso this year.

There are two types of show at the Fringe.

There are the traditional shows where audiences pay for tickets. And the free shows put on by the original PBH Free Fringe and the separate Laughing Horse Free Festival.

On Saturday, the gloriously entertaining Peter Buckley Hill of the PBH Free Fringe (a notable former Malcolm Hardee Award nominee) said he has had an 85% increase in applications for the PBH Free Fringe this year.

This is not surprising.

Paid-for show tickets are usually around £10 each – that means £20 if you are a couple and, if you see three shows in one day (which is not uncommon), that is going to set you back £60. For that amount of money and with limited time and vast numbers of shows on offer, you want to make sure you are not throwing your money away. So you pay to see ‘safe’ acts you have seen on TV or, at least, very long-established Biggish Name acts with a known track record.

People used to go to the Fringe and ‘take a punt’ on a show which sounded like it might be good… though it might be shit. That was what the Fringe was about. The excitement of the unexpected and the chance of stumbling on future stars.

What is increasingly happening now is that audiences are prepared to pay for the TV names they know. And they are prepared to take a risk by visiting several free shows. But excellent, experienced comedy acts playing paid-for venues who have not had TV exposure are seeing their audiences fall year-on-year. I know of at least three top-notch comedians who are not going to the Fringe this year because the potential on the paid-for Fringe in major venues is increasingly risky – they will still make a profit but the profit-to-hassle ratio has changed – and they cannot be seen to play free shows because it would lower their professional reputation with reviewers and the media.

It can cost £7,500+ to stage a good comedy show in a major venue at the Fringe.

The Fringe is alive and well for Fringe-goers who want to take a free punt with a high risk of seeing shit… and for Fringe-goers who want to pay to see re-heated TV acts of known quality. But the Fringe is increasingly difficult to financially justify for excellent, experienced live comedians with no TV exposure.

Another factor this year will be the death of the Fringe in the new town.

Edinburgh is two cities – the ‘new town’ (Georgian) and the ‘old town’ (medieval).

With the move this year (for at least three years) of the major Assembly venue from George Street in the new town to George Square in the old town, all the Big Four venues will now be clustered around Bristo Square, George Square and the Cowgate.

People may decide to go to a specific show in the new town, but the four places where punters will come to vaguely sit down and only then decide which show to see will be the Pleasance Courtyard, the Udderbelly Pasture in Bristo Square, the Pleasance Dome in Bristo Square and the George Square gardens which will have, I understand, two new Assembly venues in them. So street flyerers will get more passing trade and bums-on-seats potential in or near Bristo Square/George Square/Cowgate (as well as in the traditional maelstrom of the High Street on the Royal Mile). If someone flyers in the new town near a venue, they will be flyering in isolation and not picking up other shows’ punters.

This August will be particularly interesting to see and particularly uncertain for performers, yet the lure of the Fringe is still almost irresistible. There is that 85% increase in people applying to perform at PBH Free Fringe venues.

Uncertainty is almost an aphrodisiac for performers, but the financial repercussions are incalculable and go on and on.

What will happen next year when the end of the London Olympics overlaps with the beginning of the Edinburgh Fringe? Who knows?

For years, I have tried to find someone who can juggle cooked spaghetti for one minute and have always been unable to find anyone. But I have blind faith success may be possible. In that respect, I suppose I am much like Fringe performers going to Edinburgh.

The Fringe is an ongoing Chinese curse: May you live in interesting times.

(NOTE TO READERS IN THE USA: The British English phrase “bums-on-seats” means something more financially sustainable than it does in American English)

Comic Originality – not being interested in money

(This blog originally appeared in What’s On Stage)

The Malcolm Hardee Awards – being given annually by me until 2017 to honour the memory of the “godfather of alternative comedy” and famous Edinburgh Fringe prankster – were thrown into temporary and rather surprised confusion after a rebuff to our nomination of American stand-up Bo Burnham for the Malcolm Hardee ‘Act Most Likely to Make a Million Quid’ Award.

Burnham’s London PR company – whose clients include a wealth management and an insurance broking, risk assessment and financial services company – wrote to me saying of Bo: “making money is not what he’s driven by at all and (we) don’t think he’d be at all comfortable with receiving this award.”

As a result, the five Malcolm Hardee judges have now additionally nominated Bo Burnham for the main Malcolm Hardee Award for Comic Originality because “for a modern day stand-up comic not to be interested in money is entirely original”.

If you are a fan, Bo’s online store is currently selling his personalised teeshirts, CDs, posters, bumper stickers and koozies.

I’m not exactly clear what a koozie is – it appears to be some sort of Colonial cosy to keep beer cans warm. I don’t think Malcolm would have approved as he liked his beer cold. But he would have admired Bo’s disregard for money. So we have asked the PR if Bo would like to lend us £500 or £1,000, which we promise to pay back. We haven’t had a reply yet, but we live in hope.

The late, great Malcolm was famous or perhaps notorious for borrowing money from his friends and, when he drowned in the Thames on January 2005 left behind many debts.

Jo Brand refers to this in a 2-minute poem she read at Malcolm’s funeral which you can listen to here.

The three annual Malcolm Hardee Awards will be announced and presented around midnight this Friday 27th August during comic Nik Coppin‘s nightly Shaggers show, running as part of the Laughing Horse Free Festival at the Edinburgh Fringe.

Both Bo Burnham and our other ‘Act Most Likely to Make a Million Quid’ nominee Greg Davies are in the running for the former-Perrier-now-Fosters Edinburgh Comedy Award. The prize there is £10,000. It’s a start.

There’s a recent 8 min 41 sec interview with me about the Malcolm Hardee Awards here – on Edinburgh’s student radio station Fresh Air.

MALCOLM HARDEE AWARDS 2010 – shortlist announced at the Edinburgh Fringe

(This blog originally appeared in What’s On Stage)

After an ‘interesting’ discussion** this morning, the shortlist for the annual Malcolm Hardee Awards has been announced. The Awards are being presented until the year 2017 in memory of the late “godfather of British alternative comedy”.

The Malcolm Hardee Award winners will be announced around midnight on Friday 27th August during the nightly Shaggers show at the Three Sisters in Cowgate, Edinburgh as part of the Laughing Horse Free Festival.
Today, the shortlist for the three awards was announced as:

THE MALCOLM HARDEE AWARD FOR COMIC ORIGINALITY

Dr BROWN is an act where ‘surreal’ does not quite do justice to what is or is not happening on stage – “Uncomfortable weirdness” was one attempt to categorise it.

LEWIS SCHAFFER for turning round his act Into a highly improvised and totally unpredictable event… and for being able to literally take his show Free Until Famous onto the streets.

BOB SLAYER for his continued services to anarchy in comedy, including his  gobsmackingly anarchic Punk Rock Chat Show (which usually has nothing to do with punk, rock or chat)

ROBERT WHITE for his enthusiastic unconventionality and for being (in his own words) “the only gay, Aspergers, quarter Welsh, webbed-toed dyslexic pianist debuting this Fringe”

THE MALCOLM HARDEE CUNNING STUNT AWARD
(for best Fringe publicity stunt)

STEWART LEE who, while complaining about the former Perrier Award incidentally, almost accidentally promoted Japanese act the Frank Chickens who were not performing at this year’s Fringe. As a result, they actually did come up to Edinburgh to perform at the Fringe for the first time in 25 years – at a show promoting Stewart Lee’s new book. The fact that Stewart did not intend to unleash publicity does not negate his success.

MANOS THE GREEK for claiming he will donate 10% of the total earnings from his Free Fringe show to rescue the Greek economy and by pushing his luck in a Hardee-esque way by, one hour before we decided on the shortlist, having a photocall wearing a langolia (Greek kilt) atop Calton Hill in front of the Doric columns of the National Monument.

ARTHUR SMITH for declaring that he would pay £100 to any journalist attending his show who would juggle fish. When his bluff was called by critic Bruce Dessau, Arthur neglected to buy the required kippers, but he still got publicity out of a silly idea: a pre-requisite for getting a Cunning Stunt nomination.

THE MALCOLM HARDEE ‘ACT MOST LIKELY TO MAKE A MILLION QUID’ AWARD
(first time this new annual award has been made)

BO BURNHAM certainly one of the hottest young comedians on the Fringe for several years. Might already have made a million in the US, which might or might not disqualify him.

GREG DAVIES for his sense of the absurb. Known as the psychotic head of sixth form, Mr Gilbert in The Inbetweeners and the most out-of-shape member of We are Klang.
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Separate from the Awards, The Malcolm Hardee Documentary Preview continues to screen daily at 1520 at the Newsroom venue in Leith Street (east end of Princes Street) until 28th August. The screening comprises a 32 minute documentary The Tunnel about Malcolm’s most notorious comedy club; and 17 minutes of clips from the currently-in-production 90-minute documentary Malcolm Hardee: All The Way From Over There.
_______________________________________________________________________

** The’interesting’ discussion resulted in the shortlist for the ‘Act Most Likely to Make a Million Quid Award’ reduced from four to two nominees.

Of manic Americans, extra Fringe shows, smooth(ish) links and Malcolm Hardee’s thievery

(This blog originally appeared in What’s On Stage)

Well, things are starting to move slightly faster. I don’t know if this is a good or bad thing, but it’s certainly a Fringe thing.

Workaholic American comedian Lewis Schaffer has added 10 extra shows to the 25 he was already performing. As well as his hour-long Free Until Famous shows at 7.30pm every evening 5th-29th August… he will now be performing an additional ten 45-minute shows at 5.30pm every day 5th-14th August. With only an hour-and-a-quarter break between the two shows, it’ll be interesting to see how manic he will become. Even if he gets Steven Spielberg in the first row on the first night, he will convince himself it’s a disaster.

As far as extra shows are concerned, though, Lewis is beaten by the 21 extra screenings added for The Tunnel documentary short. Director Jody VandenBurg and producer Naomi de Pear had previously announced a modest three screenings of the 32-minute documentary. But it will now be screened additionally at The Newsroom 3.20pm daily, 8th-28th August. It features comedians Harry Enfield, Simon Munnery etc in the untold story of London’s most notorious comedy club. The Tunnel is a ‘teaser’ for a larger Malcolm Hardee documentary currently in production. The Laughing Horse Free Festival screening will include a trailer for and extracts from that longer Malcolm Hardee documentary. There is a trailer for The Tunnel here.

Which leads smoothly on to my annual Malcolm Hardee Awards which, this year, will be presented on Friday 27th August during Nik Coppin‘s nightly Shaggers show as part of the Laughing Horse Free Festival. The Daily Dust obviously reads this blog, as it reports here on my nomination of Stewart Lee for the Malcolm Hardee Cunning Stunt Award. While Stewart Lee writes about the origin of one of Malcolm’s standard lines here.

Frank Chickens are Our God

(This blog originally appeared in What’s On Stage)

According to the comedy industry website Chortle, the gloriously eccentric Japanese group Frank Chickens are likely to be named the best comedy show to have performed at the Edinburgh Fringe in the last 30 years. This has transpired because comedian Stewart Lee complained about a misguided attempt by Fosters, new sponsors of what used to be the Perrier Awards, to get some cheap publicity and pretend they’d been sponsoring the prize for 30 years. (This is their first year.)

As a further result of this misguided publicity stunt by Fosters, I have now nominated Stewart Lee for this year’s Malcolm Hardee Cunning Stunt Award for best publicity stunt at the Fringe – in this case, for publicising a non-existent show not playing the Edinburgh Fringe. I feel Malcolm would have approved both of Stewart’s original complaint and the nomination.

Frankly, so far, it looks like a pretty slim year for publicity stunts and currently Stewart stands a pretty good chance of winning.

The Malcolm Hardee Awards this year are going to be presented on Friday 27th August during Nik Coppin’s nightly show Shaggers, part of the Laughing Horse Free Festival at the Three Sisters in Cowgate

Of comedy awards, bra warmers and the death of Malcolm Hardee

(This blog originally appeared in What’s On Stage)

Time Life Books called John Ward “possibly the best English eccentric inventor living today”. Yesterday I went up to Lincolnshire to see him at his home (an enormous, rambling bungalow within someone else’s farmyard). I was up there to take delivery of his latest creations – the newly-designed Malcolm Hardee Cunning Stunt Award and the new-this-year Malcolm Hardee ‘Act Most Likely to Make a Million Quid’ Award. They join his Malcolm Hardee Award for Comic Originality trophies. All will continue to be awarded annually until 2017.

John’s other creations include his surprisingly overlooked invention the electric bra warmer, as well as the one-man personal barbeque, the mobile church font and my personal favourite – a small rubber nautical mine which you leave in your cup of tea so no-one else will steal it.

He still fondly remembers a curry which the late lamented Malcolm Hardee cooked for him in my kitchen. It was, I think, the only occasion known to me when Malcolm did not drop curry down the front of his shirt, something I am eternally grateful for. Malcolm once had a meal with comedian Charlie Chuck at the end of which, instead of asking for a doggie bag, he spooned the uneaten parts of his curry into the top pocket of his white suit.

His famed Edinburgh Fringe exploits included writing a glowing review of his own show and conning The Scotsman into printing it under the byline of their own comedy critic…  and riding a tractor (naked) through the middle of American performance artist Eric Bogosian’s show.

Malcolm, oft-called the “godfather of British alternative comedy” talent-spotted, encouraged and advised Keith Allen, Jo Brand, Jenny Eclair, Harry Enfield, Harry Hill, Paul Merton, Al Murray, Vic Reeves, Jerry Sadowitz, Jim Tavare, Johnny Vegas and many other comedians early in their career.

He drowned in Greenland Dock, Rotherhithe, in 2005. At the Coroner’s Court, Police Constable Martin Spirito said that, when they pulled Malcolm from the water, he “had a bottle of beer clenched in his right hand”. Even in  death, he had a sense of his priorities.

Five years gone but not forgotten by the comedians he helped.

The Malcolm Hardee Awards this year are going to be presented on Friday 27th August during Nik Coppin‘s nightly show Shaggers, part of the Laughing Horse Free Festival at the Three Sisters in Cowgate. I feel Malcolm would have approved of the title of the show. Judges include Tim Arthur of Time Out and Dominic Maxwell of The Times plus The Scotsman‘s Kate Copstick and Jay Richardson.