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Your season might only last a few weeks, but the professional life of a Fringe artist is a year-round commitment. Whether you are reconciling budgets, managing technical riders, or chasing settlements, staying on top of your administration is the only way to ensure you have the mental space to focus on your actual art. In this session, independent producer Peter Stevens-Brown (Hey Boss) breaks down the essential systems every performer needs to treat their Show like a business.

Contents

Watch the Session

Filmed: 11/04/2022

Budgeting for Success

The first step in any Fringe journey is the budget. Peter emphasizes that a budget is not just a tracker; it is a decision-making tool. Before you "press go" on a season, you need to determine the length of the run, the size of the venue required, and the ticket prices needed to make the numbers work. When setting up your initial projection, ensure you are factoring in the Adelaide Fringe inside charges and any GST requirements. If you or your venue are GST-registered, remember that this is part of the ticket price, not an addition to it.

It is also crucial to account for the difference between Peak and Off-Peak pricing. Selling a ticket on a Friday night is significantly easier than on a Tuesday. By setting your peak prices slightly higher, you can generate a buffer that allows you to spend more on marketing for those quieter mid-week slots.

The Break-Even Analysis

A common mistake for first-time Fringe participants is looking only at gross figures. A box office report might show a high number, but after the Venue Split (often 30-40%) and Ticketing Fees, your actual "take-home" is much smaller. Peter recommends aiming to break even at 30% to 40% of sales. If your budget requires 80% capacity just to cover costs, the risk is likely too high.

However, profit isn't the only metric for success. Some seasons are "loss leaders"—investments in your education or a showcase to attract future touring opportunities through programs like Honey Pot. If you decide to run a season that projects a loss, be explicit about why you are doing it. Are you seeking reviews, industry connections, or archival footage for future applications?

Music Licensing and IP

One of the most time-consuming administrative hurdles is APRA/AMCOS licensing. If your show features music in a "dramatic context"—meaning the songs help tell a story or have a through-line—the licensing process is much more complex than a standard background music license. This process can take months and occasionally leads to a dead end if the rights holder does not respond.

To avoid a "minefield" of admin during your season, Peter suggests checking your song list as early as the creative development stage. If possible, work with original musicians to strike a direct deal, or ensure your covers are easily licensable through APRA. Breaking copyright law is a significant risk that can jeopardize your professional reputation and your bank account.

Marketing and Planning Timelines

Marketing shouldn't be a reactive scramble. The most efficient way to manage your marketing is to work backwards. If your Show opens in February, find out the distribution deadlines for posters. Once you have that date, calculate how long the printer needs, and then how much time your designer needs to execute the brief.

Peter also advises creating a digital folder template during the off-season. Organizing your files into clear categories—Marketing Assets, Technical Specs, Finance, and Media—saves hours of searching when you are in the high-stress environment of the festival. Having a "tour-ready" pack, including high-quality production shots and archival video, is essential for selling your Show to presenters after the Fringe concludes.

Key Takeaways

  • Budget as a Filter: Use your budget to decide if a season is viable before you register. If the numbers don't work, change the venue, the run length, or the ticket price.
  • Conservative Projections: Always calculate your break-even point based on 30-40% capacity to give yourself a safety net.
  • Identify the Goal: Know if your season is for profit, education, or industry showcasing. This dictates where you spend your energy and money.
  • Start Licensing Early: APRA/AMCOS and Dramatic Context hurdles can take months to clear; don't leave them until registration.
  • Build a Template: Use the off-season to create a standardized folder structure for your computer to avoid "file-search fatigue" during the festival.

Actionable Tips

  • Audit Your Assets: Check if you have high-quality production photos and a "snappy" promotional video. If not, budget for these in your next season.
  • Check Your Insurance: Ensure you have Public Liability Insurance (PLI). Most venues require it. Organisations like Duck for Cover offer affordable annual policies for performers.
  • Sync Your Calendar: Immediately upon receiving your Venue Agreement or Fringe Registration info, put every single deadline (Guide entry, technical specs, settlement dates) into your digital calendar with reminders.
  • Create a "Tour Pack": Assemble a single folder containing your Technical Rider, Marketing Kit, and Archival Video so you can respond to presenter inquiries instantly.
  • Factor in Contingency: Always add a 10% contingency line to your expenditure. Unexpected costs are a guarantee in live performance.

Additional Resources