Sign In / Register

Resources

Mastering the art of the pitch is one of the most transformative skills an artist can develop. Whether you are navigating the high-energy speed-dating of a Honeypot Hive event or recording a Passion Pitch from your kitchen, how you communicate your show’s value determines your touring potential. In this session, we explore how to move beyond the "elevator statement" to build lasting professional relationships that sustain a career long after the festival ends.

Contents

Watch the Session

Key Takeaways

  • Pitching is a relationship, not a sale: Success in the Honeypot marketplace often takes years to manifest; focus on building rapport rather than immediate bookings.
  • Identify the audience experience: A successful pitch explains not just the themes of the show, but exactly what an audience member feels, sees, and does during the performance.
  • Set one or two specific goals: Don't try to achieve everything at once. Decide if this year is about making money, building a profile, or securing a touring circuit.
  • The peer-to-peer network: Delegates often program based on recommendations from other delegates. Your reputation among your peers is just as important as your pitch.

The Long Game: Beyond the Transaction

One of the most common misconceptions about the Adelaide Fringe marketplace is that a single pitch should result in an immediate contract. As Michelle Pearson (Australia’s Singing Cook) notes, "Honeypot is a long game." It is about seeding a connection that might bear fruit years later when a presenter moves to a new venue or finds the perfect gap in their programming. Michelle shares an example of a relationship started six years ago that only recently resulted in a programmed show because the timing and the work finally aligned.

Rachel Chant, Festival Director of Bondi Festival, emphasizes that delegates value consistency. Seeing an artist return year after year with refined work builds trust. The goal of your first interaction should be to stay on a presenter's radar. A "no" today is often just a "not yet," and maintaining those "fires" through brief, professional check-ins over several seasons is what leads to national and international touring success.

Authentic Pitching and the Passion Pitch

The Passion Pitch—a short, digital video introduction to your show—is a vital tool for delegates who cannot see every performance in person. The secret to a great digital pitch isn't high production values; it's authenticity. Rachel suggests being the "most authentic version of yourself," as trying to fit your show into a box it doesn't belong in creates a disconnect that presenters will spot instantly.

Michelle recommends practicing your "elevator statement" until it is second nature. If you can’t explain the Who, What, Where, and Why of your show to a camera in your living room or kitchen, you will likely struggle to do it under the pressure of a live networking event. Use your environment to your advantage—if your show involves cooking, pitch from a kitchen; if it’s academic, use a library backdrop. Visual context reinforces your message.

Research: Finding Your "Right" Audience

Effective pitching requires "healthy stalking." Before entering a Honeypot Hive event, you should know exactly who is in the room. Michelle’s strategy involves filtering a list of 60 delegates down to the four or five who actually program her specific genre. This prevents "pitch fatigue" and ensures you aren't wasting your energy—or the delegate’s time—on a mismatch, such as pitching a "sexy circus" show to a venue that only programs children's theatre.

Research also allows you to contextualize your work. If you can say to a presenter, "I saw you programmed [Show X] last year; my show speaks to that same demographic but offers a different perspective," you immediately demonstrate that you understand their business and their audience. This level of professionalism sets you apart from the crowd.

The Art of the Follow-Up

Following up is integral, but there is a fine line between being organized and being a hassle. Both Michelle and Rachel agree that one clear, professional follow-up is standard. If your show is still running, follow up immediately to invite the delegate to see it. If your show has finished, Rachel suggests waiting a few weeks to let the post-festival "dust" settle before reaching out.

When you do follow up, keep it focused. Mention exactly where you met, why the show is a fit for them, and attach a high-quality touring kit. Avoid the temptation to send multiple "did you get my email?" messages. Presenters are often traveling between multiple festivals (like Adelaide Fringe, Melbourne Comedy Festival, or Edinburgh) and may take months to finalize their next season.

Success Stories: Regional Touring and Beyond

Success via Honeypot can take many forms. For Michelle, a highlight was connecting with Country Arts SA, which led to an extensive tour of regional South Australia. While initially nervous about the logistics of regional touring, Michelle found that the audiences were hungry for high-quality work and that the relationships built with those regional venues allowed her to return later with new, unfunded work because the trust was already established.

International success is also possible; Michelle has toured to Edinburgh twice based on connections made at Honeypot. These experiences often make artists "stronger and more agile," providing a global perspective that enriches their future work back in Australia.

Resilience: Handling Rejection and Burnout

The Adelaide Fringe season is a marathon, not a sprint. Rejection is "part and parcel" of the industry. It is helpful to view yourself as a business owner—a car salesman doesn't sell a vehicle to every person who walks into the showroom. Diversifying your options ensures that one "no" from a presenter doesn't feel like a total failure.

To keep the "hustle" alive, you must protect your physical and mental health. This means prioritizing sleep, hydration, and "mental health leave" at the end of the season. Comparison is the enemy of progress; avoid the trap of wondering "why not me?" regarding awards or publicity. Focus on your own trajectory and the relationships you are building for the future.

Actionable Tips

  • Include your contact details: Ensure your email, phone number, and AVR profile link are clearly visible on every piece of collateral. Missing contact info is a common—and avoidable—mistake.
  • Describe the "journey": In your pitch, explicitly state what happens to the audience. Don't just talk about themes; talk about the experience. Do they eat? Is there a journey of joy or nostalgia?
  • Set a singular goal: Are you here to make a profit, or are you here to get in front of presenters? Your venue choice and marketing budget should reflect that specific goal.
  • Network with other delegates: Don't just focus on the presenters. Other delegates are your peers and often share recommendations. A delegate might not program your show, but they might tell someone else who will.
  • Ask for feedback: If a delegate says your show isn't a fit, ask why. Their insight might reveal a simple fix in your marketing copy or a missing piece of technical information.

Additional Resources

For support with your Honeypot profile, Passion Pitch, or general show strategy, reach out to the following teams: