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For independent artists and performers, the leap from performing a show to building a sustainable touring career can feel like a vast divide. This guide synthesises expert advice from seasoned venue managers, festival directors, and producers on how to navigate the Adelaide Fringe Honey Pot marketplace to turn a 60-minute performance into a long-term professional relationship.

Contents

Watch the Session

Filmed: 18/01/2022

Key Takeaways

  • The 10-Year Pitch: View a meeting at Fringe not as a high-pressure sales closing, but as the beginning of a decade-long professional relationship.
  • Human Connection Over Jargon: Delegates respond better to authentic, personable conversations than robotic, formulaic elevator pitches.
  • Research is Non-Negotiable: Tailoring your approach to a programmer’s specific venue (e.g., regional, site-specific, or contemporary) significantly increases your success rate.
  • Adaptability as a Skill: Programming often relies on how well your Show can be adapted to different technical and geographic constraints.

The Marketplace Mindset

Success within Honey Pot requires a shift in perspective. As Gareth Hart (Barringer Cultural Centre) notes, programming is deeply personal. Programmers aren't just looking for "content"; they are looking for voices that resonate with their specific community and personal artistic interests. Whether you are an emerging artist or a veteran, the goal of Honey Pot is "on-selling"—ensuring your work has a life after the final curtain call in Adelaide.

One of the most common pitfalls for artists is the "frantic" approach. Georgia Deguara (Yuck Circus) reflects that trying to hit every single person on a list can lead to burnout and superficial connections. Instead, the industry consensus is to "chill out" and treat the marketplace as a family network. If a programmer isn't the right fit for your Show, they might know exactly who is. By being approachable and generous, you become part of the artistic ecosystem rather than just a vendor.

Understanding Regional Context

For artists looking to tour, understanding the "tyranny of distance" is vital. Representatives from the Northern Territory highlight that regional venues often look for Shows that can participate in "mini-tours" or residencies. If your Show is adaptable enough to be performed in an amphitheatre, a community hall, or even workshopped within a remote community, you become a much more attractive prospect for regional programmers.

Mastering the HIVE and Physical Meetings

The HIVE sessions are a cornerstone of the Honey Pot program, offering rotating conversations between artists and delegates. The most effective participants in these sessions treat them as dialogues rather than monologues. Tony Newby (Anywhere Festival) suggests asking programmers what has excited them lately, rather than immediately launching into a technical breakdown of your own work.

"Every coffee is a pitch. It reframes the idea that you only have two minutes. The coffee is the start of a 10-year pitch, which is an investment in the development of your career."

Physical sessions like Creative Surgeries and the HIVE allow delegates to see the human behind the art. In a festival with over a thousand Shows, your personality and professional attitude are what make you memorable when the delegate is back at their desk weeks later. Use My Honey Pot to keep track of these interactions so your follow-ups are specific and meaningful.

Digital Etiquette: The Post-Show Follow-Up

The transition from a face-to-face meeting to an email thread is where many artists "drop the ball." The consensus from programmers is clear: avoid the "robotic" template. If a delegate has taken the time to see your Show, a simple, genuine thank-you note often carries more weight than a PDF full of five-star reviews.

What to Include in Your Initial Outreach

If you are emailing a delegate you haven't met, precision is key. For a festival like Anywhere Festival, which focuses on non-traditional spaces, your email should immediately address why your Show fits their unique ethos (e.g., "This Show is designed for swimming pools/cafes").

If the delegate has already seen the Show, a follow-up should be sent within a week. While you don't need to attach 17 links immediately, having a clean, professional "Industry Pack" or a high-quality trailer ready if they ask is essential. Remember, programmers are often "tired" and overwhelmed during the season; making your communication concise and low-pressure makes it easier for them to say yes to a second conversation.

Actionable Tips

  • Audit Your Industry Pack: Before the festival begins, ensure you have a "touring one-pager" that includes your technical requirements, Show description, and high-res imagery.
  • Personalise Every Email: Mention a specific detail about the delegate’s venue or a conversation you had at a Honey Pot event. Never "CC" multiple programmers into one email.
  • Use the "Thank You" Strategy: Send a low-stakes email after someone sees your Show just to thank them for coming. It removes the immediate pressure of "selling" and builds rapport.
  • Focus on the "Why": In your pitch, focus on why your story matters to a specific community or location, especially when talking to regional or international delegates.
  • Stay Organised in AVR: Use the My Honey Pot tools to rsvp to events and track which delegates you have successfully connected with to avoid duplicate outreach.

Additional Resources