How to promote an Edinburgh Fringe show – plus some Cowgatehead irony

Kate Copstick assesses the very worst of Fringe press releases

Yesterday ended surreally with (after his show ended) a member of the audience asking marriage advice from Lewis Schaffer.

This is a bit like Peter Buckley Hill (the PBH of PBH Free Fringe) giving advice to a comedian on how to develop and handle a PR strategy at the Edinburgh Fringe.

Earlier in the day, I had gone round to comedy critic Kate Copstick’s home to record our weekly Grouchy Club podcast. Sometimes we record this not just in audio but on video for YouTube and/or we stream it live on Periscope.

Yesterday… no visuals, because of her face.

“I woke up this morning,” she told me, “a horrible puce. Normally I don’t look in mirrors, ever. They crack, of course. Either that or there’s no reflection to see. But this time it was an horrific sight. Massively puffy. Eyes like currants in a dumpling. But a red dumpling.”

So no pictures of her from yesterday.

But we did, in the course of the 39 minute podcast, get round to discussing her job reviewing comedy shows for The Scotsman newspaper during the Edinburgh Fringe and to PR strategies for Fringe comedy shows…

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COPSTICK
There is a kind of firewall – which I think is tragic – of paid PRs who can all get to the editors, who can get to the journalists, who have a budget to take them out to lunch or whatever and who, in some cases, have the tenacity of a moray eel once it bites into your leg: it’s just not going to let go.

JOHN
We’ve all been there.

COPSTICK
And it’s hard… I always give out my personal email because I’m happy for anyone to contact me. A lot of reviewers don’t. But I find myself drifting off if I start reading one of these standard It’s all marvellous! – Whoa! – One of London’s top… No! You’re not. If people up here (in Edinburgh) haven’t really heard of you, you’re not one of London’s top anything.

I much prefer – as I’ve had – a few little emails saying: I’m bricking it, terrified, blah blah blah… That is much more likely to appeal. That shows the right attitude. It shows – No 1 – a respect for the Edinburgh Fringe, which is a monumental entity in the comedy industry now… and an acceptance that life – much less the Fringe – much less the press – owes you nothing at all. It is what you make of it.

So, if you’re an individual, some corny pro-forma press release with all the usual buzz words in it is not going to work. A direct e-mail – for me – is much more likely to work. Not a press release, just an e-mail.

Then, once you get up to Edinburgh, play your little heart out, paper your show, just get people in to see it. If you’re on the free Fringe, just try and get as many people in as possible. Because, if you are any good, every single one of these people is a human flyer and you are sending them out there. They are a talking, walking, smiling, reminiscing, sadly often joke-quoting flyer. And they will do you more good than bits of paper.

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Much, much more in the online podcast, including Copstick’s e-mail address and one of 21 things you did not know about pornography.

See? Marketing is all about teasing.

Meanwhile, to round off this blog – which started with a humorous suggestion of Peter Buckley Hill giving advice to a comedian on how to develop a PR strategy at the Edinburgh Fringe…

In the continuing saga of one of the worst examples of Fringe PR in recent years, the Cowgatehead saga trundles on. New readers will have to refer to previous blogs, as I am not going to plough through the whole sorry mess of a background again.

Suffice it to say that I have been contacted by an act performing at the PBH Free Fringe “probably for the last time ever, because of the way the Cowgatehead debacle was handled”.

The latest e-mail received by this act from Peter Buckley Hill apparently ends with:

“Here’s to an excellent Free Fringe 2015. The more co-operation there is between shows, the more excellent it will be.”

The act tells me: “I find that kinda ironic.”

Cowgatehead chaos: the unseen emails

Copstick argues her point in this week’s Grouchy Club podcast

This week’s Grouchy Club Podcast features a slight disagreement between co-host Kate Copstick and me about the mess over the Cowgatehead venue at this year’s upcoming Edinburgh Fringe.
VIDEO HERE
AUDIO-ONLY HERE

In the podcast, I say that I think Peter Buckley Hill (known as PBH) of the PBH Free Fringe and the competing Freestival organisers are both telling the truth as they perceive it, even though their versions of what has happened seem mutually exclusive. You would have to listen to the podcast to get the idea. (Never knowingly underpromoted.)

The basic highly-simplified situation is that both organisations claim to have had rights to the Cowgatehead venue. The PBH Free Fringe now have a written contract; the Freestival claim to have had an earlier oral contract. Under Scots law, oral contracts are legally binding.

The key point to me is the point at which the Freestival offered a ‘compromise’ solution of splitting the rights to the building in two (as they were last year) with the PBH Free Fringe staging shows in the upper half of the building and the Freestival staging shows in the lower half.

It was the point at which this proposed ‘compromise’ meeting did not happen that it became inevitable that acts could lose an estimated £77,000.

As I understand it, the idea of splitting the building is currently totally unacceptable to the PBH Free Fringe. There is also disagreement over the number of venues possible in the building, with PBH saying it is not possible to put nine performance rooms in the bottom half.

In a statement on 5th June, Frank Galbraith of PBH Free Fringe wrote (the capitals are his):

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So that we are all clear on this point the licensee has confirmed with us and the Fringe Office that NO COMPROMISE MEETING WAS EVER AGREED OR EVEN DISCUSSED WITH FREESTIVAL FOR THEM TO USE OR SHARE THE BUILDING.

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As I understand it, the compromise suggested by Freestival involved splitting the high-rise venue (as last year) with the Free Fringe running six rooms (at the top) and Freestival running nine rooms (at the bottom), three of which they would specially build.

As I understand it, the PBH Fringe holds that it is not possible to have nine rooms in the bottom half of the building.

On Scots comedian Alan Anderson’s Facebook page, there is a posting from Al Cowie, who was part of the team administering the Freestival last year (but who is not working with them this year). He writes that, last year, Freestival themselves built the six rooms used and he continues:

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Freestival had budgeted for building a further 3 rooms this year, and would no doubt have done so in the current situation had PBH allowed this. So while PBH has made claims that the 3 rooms never existed, this is correct but also disingenuous.

As for the meeting between the licencee and Freestival, before PBH then phoned the licencee again (according to PBH’s own words), apparently when the licencee met with the Freestival team, he agreed in principal with PBH getting the top of the building (above George IV Bridge). PBH had it last year, and 6 spaces could be housed there with ease (there is space there for substantially more stages in fact). Freestival would stay in the bottom. As compromises go, it was a good one.

Of course, this is if we are to believe both PBH and Freestival (and the words used by PBH denying the compromise are very careful in not saying that Freestival have lied about their meeting with the licencee or whether the licencee agreed, it is other people interpreting those words as him saying that Freestival lied).

PBH’s response to Freestival arranging a meeting and reaching out to PBH and the Fringe Society to moderate (again, taking my information from what PBH wrote) was to phone the licencee. After that conversation, there was no compromise on the table, there was no meeting in London to happen, and further, it was at this stage the PBH also said that he now had two other Freestival venues as well, the Tron Kirk and St John’s, so disrupting many more shows.

The Cowgatehead building is massive (it used to be a library) and can take at least 19 stages, plenty of space for the 9 stages for Freestival’s, 6 stages of PBH’s and at least space for 4 more. If PBH had wanted to allow Freestival to use the space, he would still have had his 6 stages. But doing so would not damage Freestival as much (and I genuinely don’t think that PBH did this to harm the acts, I think that they are merely collateral damage in his entirely public desire to make Freestival to fail and collapse. And fair play to him, he’s probably succeeded in that).

However, the fact that the damage to acts wasn’t meant personally, doesn’t change that the damage was deeply personal to those of us who were booked into the venue by Freestival.

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It would be easy to assume that this whole anarchic ongoing mess was partially caused by the PBH Free Fringe and the Freestival being at each others throats in the whole run-up to this fiasco and that neither side knew what the other side was doing.

This was certainly what I thought had happened.

However, it seems that, earlier this year, there was co-operation between the two apparently opposing organisations and that the PBH Free Fringe, as an organisation, was perfectly prepared to share the Cowgatehead building with the Freestival and acknowledged that a nine-room Freestival operation was at least entirely possible.

In the emails below, the people involved are:

FREE FRINGE
Frank Galbraith
Paul B Edwards

FREESTIVAL
Julian (Jools) Constant

At one point, the Fringe Office itself becomes involved.

Suruchi was a Fringe venue in 2014.

The Elio mentioned is Elio Crolla. I understand the Crolla family own the building and, this year, have rented it out to Kenny Waugh who is the gent farming out rights for the Fringe performance rooms.

I have altered abbreviations to make the correspondence more understandable – For example, I have changed Cgh to Cowgatehead.

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20th JANUARY 2015  

From: Julian Constant
To: Frank Galbraith

Hi Frank.

I hope you and mags are well. We are looking for another bar of our own this year and wondered if you were going back into the top half of Cowgatehead. If you are we will stay well away and not tread on toes.

Any pointers for other empty spaces for bars which you don’t want would be appreciated.

By the way. We won’t be doing Suruchi  this year if you guys want it. It’s a 30 seat nice room.

Warmest regards

Jools

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20th JANUARY 2015  

From: Frank Galbraith 
To: Julian Constant

Hi Jools,

All well here, hope all ok with you.

I had agreed with Elio to use same space again this year.

However Elio has now taken seriously ill with cancer and is presently in hospital. I understand he may not be with us for much longer, days as opposed to weeks.

Very sad situation for a young man (46ish) and his family.

I will check with his brother, when the time is right, what his plans are for the upstairs level.

I will let you know about other available spaces you can approach, including void spaces suitable as pop up bar, when I get home.

Cheers for now.

Frank

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5th MARCH 2015

From: Paul B Edwards
To: Julian Constant

Hi Jools,

Frank’s alerted me to the Freestival listing of nine stages for Cowgatehead this year (I’m trying desperately hard not to get involved). Can I just check with you that this is maximising the space below the George complex and doesn’t include George itself?

We’re obviously keen to have our venues back again and I’d rather know in advance what you’ve negotiated if it affects us. I hope to God you haven’t encroached on it (I don’t think you would have) and would appreciate it if you could let me know asap. Things have been fairly quiet and aggro free this year and I really would rather keep it that way!

Cheers,

PaulyB

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5th MARCH 2015

From: Julian Constant
To: Paul B Edwards

Well well. Last year aggression & rudeness… I offered to meet you last year to discuss talk about all of this properly in a adult fashion. Then I get first hand reports from two different people that you were loudly & openly slagging me off in the loft bar to anyone who will listen… & now you’re making semi polite requests for information. I will discuss whatever is or isn’t happening in Cowgatehead with Frank (as he is a reasonable man worth having a conversation with) as and when it becomes appropriate.

Jools

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5th MARCH 2015

From: Paul B Edwards 
To: Julian Constant

You’re damn right I was slagging you off last year. I made no secret of it and how I thought you acted was disgusting. It wasn’t just you though. It was all of the Freestival people. I myself suggested we talked about this year at the end of the Fringe when you attempted to glad hand me in The Loft itself, but not until after the dust had settled. This year I’ve sent a discreet request for information to you in the hope Peter won’t get ill again because you’re trying to take our venues. It was also in the vain hope you weren’t being underhand.

I’ve refused to get involved this year and sent the email below in an attempt to avoid any nastiness. I see it was in vain. Let’s just put it this way – If you have the nine stages that are potentially available in Cowgatehead this year – great, I’m pleased for you, well done. If you have made attempts to nick the George complex you’re just proving what I have (sadly) long suspected.

I really do hope I am wrong, for pete’s sake, for Peter’s sake.

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10th MARCH 2015

From: Fringe Office (Participants) 

To: Julian Constant
CC: Fringe Programme

Hello Jools,

Thanks for letting me know. There were a few things to add to the venue to make it live and I’ve done that just now. I think it was the confusion around people asking about Cowgatehead as a venue and not the new name of Cowgate Tops George IV Bridge with the space names of Cowgatehead 7, Cowgatehead 8 and Cowgatehead 9. I’ve copied the programme team in so that they are aware as well.

Just so you know, the Free Fringe has not told us they aren’t using this space this year, and they do have an active venue at the same address as Cowgate Tops George IV Bridge called the name they gave it last year, George on the Bridge. We’ll monitor how things go to ensure shows end up in the right spaces.

You’ll also always have the proofs as well to double check.

Best wishes,

Kevin

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19th MARCH 2015

Frank Galbraith  
To: Jools Constant

Hi Jools,

All well here, hope you’re well and not getting too stressed!!! the fekin Edinburgh Fringe does that to people.

Also, that fekin building attracted enquiries from all over the world this year, including the Bangkok girlie boys. When they lost the meadows this year Giorgio told me he was offered £50k for Cowgatehead.

Its a great building but it does come with high levels of stress at times, especially when the EdFringe deadlines keep getting earlier.

Hope all goes well for you this year and off course stress free.

Cheers for update,

Frank

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19th MARCH 2015

Julian Constant 
To: Frank Galbraith

Hi Frank

I hope you and Mags are well.

After hearing 6 different versions of what is happening to Cowgatehead all from credible people all claiming to have the definitive answer from someone on the inside… We now finally have a conclusion.

Kenny Waugh has signed the deal to take the lower half & you have the floor at George IV Bridge Street street level.

I should have just listened to you in the first place.

I will alter the location description we have used on edfringeware so that no more confusion is caused.

Warmest Regards

Jools

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As I understand it, the signed deal referred to in the final email is between Kenny Waugh and the owner of the building for rental (by Kenny Waugh) of the building.

 

Doubt cast on the legality of PBH Free Fringe contracts at Edinburgh Fringe

An Edinburgh Fringe street scene: this could be a comedian…

Yesterday’s blog about the unnecessary chaos surrounding PBH Free Fringe and Freestival shows at the Edinburgh Fringe estimated the financial damage to around 150-170 acts at around £77,000 in total.

As I wrote yesterday: It does not matter who is right and who is wrong here. There was a compromise on the table which would have meant no act lost money, no act lost their advertised venue space and no act lost shows.

As an example of the effect of the intransigence on one individual act, 2015 UK Pun champion Leo Kearse has told me this:

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Short answer – I’m currently down about £1,200

I had two shows booked in to Cowgatehead and St John’s – Pun Man’s Pun Party and Hate ‘n’ Live (a show where comedians improvise rants about audience topics pulled out of a bucket).

They are both great shows. They will be replaced by some shit from the PBH z-list. I shudder to think how shit that’ll be.

I have paid Freestival fees, Fringe registration, train tickets, accommodation deposit.

I’m baffled as to how the current situation is beneficial to the venue owners, the Fringe Society, the audiences, or the acts.

I think PBH and his evil cohorts have behaved despicably to cause maximum disruption to the acts.

I doubt I’ll do the Edinburgh Fringe again. Other festivals offer better gigs and better exposure.

There is a clip on YouTube of Leo performing:

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Promoter Bob Slayer has also issued a press release about surrealist act Michael Brunström:

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MICHAEL BRUNSTRÖM: THE GOLDEN AGE OF STEAM

Michael Brunström, nominated last year for the increasingly prestigious Malcolm Hardee Award for Comic Originality, has moved his Edinburgh Fringe 2015 show to Heroes @ The Hive, following the dispute between PBH Free Fringe and Freestival over programming rights to the Cowgatehead venue.

More money wasted: the poster Michael had designed for his once-a-Freestival-show

Heroes promoter Bob Slayer offered Brunström a slot at the Big Cave in The Hive in exchange for a large (400g) bar of Toblerone. This agreement was made orally.

“Both PBH Free Fringe and Freestival could learn a thing or two from Bob Slayer about professionalism, efficiency and mature behaviour,” said Brunström.

Heroes will also be hosting Phil Kay and Russell Hicks – whose show Psychedelicious had also been scheduled at Cowgatehead – in Bob Slayer’s Blundabus.

In 2014 Michael Brunström was nominated for the Malcolm Hardee Award for his show The Human Loire, in which he impersonated the longest river in France, nailed grapes to Ted Cruz’s face and chewed the legs off a heron. Brunström’s 2015 show, The Golden Age of Steam, includes further surreal stunts involving his body, voice, legs, some ping-pong balls and a tiny fern.

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Interestingly, Pear Shaped Comedy’s Anthony Miller had this comment to make on my blog of yesterday, in which I mentioned the PBH Free Fringe’s contract which (uniquely among Fringe operators) bans acts appearing or wanting to appear at a PBH Free Fringe venue from appearing or negotiating to appear at any other free venue. I called this a restriction of trade. Anthony Miller wrote:

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Anthony Miller asks Why? Why? Why?

I still maintain that by applying exclusivity terms to people over who else they can work for BEFORE employing people (and he is an employer even if he pays people by venue barter) he is attempting to run a de facto pre-entry closed shop system. This is illegal.

Someone said it doesn’t matter if it’s illegal or not just that it’s stupid, but the law – when it works – exists to protect us from destructive patterns and practices in society.

So why is it illegal? Why is it more than just an old man with eccentric rules on which of his competitors his acts and people who want to gig for him can also gig for?

It is illegal because the effective purpose of all pre-entry closed shop systems is effective control over entry into the labour market by one body with the effective result of decreasing the overall number of people in the labour market. And that is exactly what is happening here.

It is not an accident that a load of people are now going to the Fringe NOT to work. It is by design.

PBH wants to be a monopoly controller.

Why?

He wants to control the number of people entering the labour market.

Why?

Then he can decrease competition.

Why?

He has become a victim of his own success…. Monopoly of £0 entry gigs gives him control of who does and doesn’t enter the labour market. And that is what he wants.

This situation is not an accident. It is the inevitable long term consequence of any closed shop system. A system which always puts one-person coterie in charge of who can work and who can enter the workforce.

I am sure PBH has an incredibly long waiting list… but would it be so long if people who were not on it did not fear blacklisting?

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Robin Ince (Photo by Vera de Kok)

I also this morning received some reaction from Robin Ince to a reference in yesterday’s blog to an upcoming benefit gig for the Free Fringe which includes performers Stewart Lee, Nick Helm and Robin Ince. Robin writes:

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Stewart. Nick and I agreed to do benefit to support acts doing Free Fringe; we have no gain from it. Maybe it is time we stopped doing benefits and let the lazy comedy fucks who can’t be bothered to do any to start doing ten minutes here and there.

Do I support the acts who have been fucked over. Yes. Would I do a benefit for them? Yes.

Do I think Freestival are innocent victims and PBH is the big villain?  No.

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Meanwhile, the saga continues.

A general perception I think (including by me) was that the fact there were three members of the same family – all called Kenny Waugh – somehow involved in the saga meant there was chaos between Kennies. In fact, I understand, there was only the one Kenny – the middle one – involved in talking to both the PBH Free Fringe and to the Freestival.

The Waugh family – one or more of them – rent the Cowgatehead building from the Crolla family. 

A Crolla family is involved in ownership of the La Favorita pizza company which sponsors the Freestival. But, as I understand it, they are different Crolla families.

Elio Crolla, who was involved in the Cowgatehead building last year, died on 26th January this year, which will not have helped the tangled web of ownership, rentals and rights within the building.

I think my head may soon explode.

 

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)