2021 ARTIST HANDBOOK ARTIST SERVICES DISCLAIMER SUPPORTED by the Information in This Guide Is Correct at Date of Publication
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2021 ARTIST HANDBOOK ARTIST SERVICES DISCLAIMER SUPPORTED BY The information in this guide is correct at date of publication. All Artist resources are updated as new information comes to hand. This document was created by Sydney Fringe and may not be reproduced or copied without prior permission. Full ticketing terms can be found at sydneyfringe.com and represent the most up to date conditions surrounding ticketing and terms. CONTENTS 4 5 7 8 VISION AND MUST READ; KEY DATES WHAT IS THE WELCOME YOUR FRINGE AT SYDNEY FRINGE? A GLANCE 9 10 12 19 WHY BE PART OF 2019 REGISTRATION VENUES SYDNEY FRINGE SNAPSHOT IN 2020? 22 28 31 36 ARTIST FESTIVAL TICKETING AND THE BUSINESS OPPORTUNITIES GUIDE SETTLEMENT OF SHOW; PRODUCING YOUR EVENT 46 57 MARKETING THE BUSINESS AND PUBLICITY SIDE VISION AND WELCOME What a year it has been. As we geared up to welcome you for 2020 we were fresh off a high of celebrating a decade of Sydney Fringe in 2019. It was our largest festival to date with over 1600 performances by over 2900 artists. We were certain that 2020 was going to be bigger than ever. Of course we all know that last year took a turn and our sector was left scrambling with the need to reimagine, reinterpret and rediscover, and of course just survive. In many ways the year of reflection has been incredibly beneficial for Sydney Fringe. We quickly moved our focus to supporting artists and venues through the crisis, and tackled some big important projects like initiating our community consultation for the establishment of a dedicated First Nations program, reviewing our Access Plan and convening a fantastic Access Advisory Committee, creating a digital touring network with our international partners that will enable you to tour your work no matter what and build international audiences. We safeguarded our organisation to ensure that we could be here for you in 2021 stronger than ever, and ready to serve, assist and get things going. We are optimistic for the future and can’t wait until we can welcome you in person to the 2021 Sydney Fringe, because we think our city is going to need its Fringe Festival more than ever before this year. Sydney Fringe is all about hearing Sydney stories by Sydney voices in their originating landscape, and we are sure you have some epic tales to tell this year. Know that we are here for you, we can’t wait to see what you have in store for us and we whole heartedly welcome you to the 2021 Sydney Fringe Festival. KERRI GLASSCOCK Festival Director / CEO 4 MUST READ; YOUR FRINGE AT A GLANCE WHAT? WHEN? st The Sydney Fringe is Your Festival – the Registrations Open on April 1 and close on community of artists decides on, makes, and April 30th. (With EOI’s for limited programmes produces the shows and events. from March.) We are an open access arts festival, which No late registrations will be accepted. means that anyone can put on a show as The Fringe Festival itself runs from September part of the festival in September. There is no 1st to 30th. selection process, you simply need to register your event at: See Key dates on the next page! – P6 https://sydneyfringe.com/for-artists-venues/ for-artists WHY? More details; What is Sydney Fringe – PP 7-9, Registration– PP 10-16 To name just a few reasons: Sydney Fringe has the highest profile of any WHO? independent arts event in New South Wales. Open Access also means that The Sydney In 2019 we reached 39 million pairs of eyes Fringe does not produce your show – We are via our PR and marketing campaigns, and here to assist you in finding a venue, we will almost 70,000 people attended the festival market the festival generally and manage all that’s the largest single audience base of any ticketing, and we are here to provide you with independent arts festival, venue, or event in the advice, support and exposure necessary to NSW. make your show a success – however, you need Guaranteed Access to appropriate and to create, produce, manage, and market your affordable performance space. work! In 2019 we activated 34 unique spaces not More details; Producing Your Event– PP 30-33 available to artists at any other time of the year, and brokered free or discounted rent with WHERE? a range of existing performance spaces. Our venue matching process continues to evolve, Sydney Fringe works with two kinds of venues: providing more diverse performance spaces 1) Fringe Hub Venues (or ‘Managed Venues’)– than ever before, with more themed hubs and existing and temporary spaces managed by precincts. Fringe and our partners. Our Audience are committed to taking a risk At a Fringe Hub your venue contract is with and experiencing new work. Fringe, and all venue related conversations 45% of our audience say the main reason they are with Fringe or a close partner – such as come to Sydney Fringe is to see new work, and Legs On the Wall, ACA or PACT. 43% say their main reason is to have unique OR experiences. So you know our audience want to go on whatever journey you have to offer! 2) Registered Venues – existing performances spaces run by other managers, such as More details; the New Theatre, Chippen Street Theatre, or Why Be Part Of Sydney Fringe? – P8 Tortuga Studios. Artist Opportunities – PP 20-24 At a Satellite Venue, once we match you EXCITING UPGRADES - A WHOLE NEW SUITE up with the right one, your venue hire OF DIGITAL TOOLS! contract and all venue related conversations are with the external venue manager. Our festival has grown too complex for some of the digital platforms we’d been using before If you already have a venue confirmed you can 2020. We heard your concerns about this and of course ‘BYO Venue’. Your venue’s manager reviewed all of our digital tools during 2020. will need to register as an official Fringe venue We built a brand new bespoke website, made and sign up to our Venue Terms and Conditions specifically for the needs of Sydney Fringe (A similar process to Event registration, but audiences, artists and venues, and we’re moving to a high-powered new ticketing system used by much simpler!) our sister Fringes all around the world. More details; Venues – PP 17-19 5 HOW? There’s more on how to budget, market and create your show at the end of this handbook, and Sydney Fringe hosts a series of five masterclasses from May through August, which will see you on your way to producing and presenting a cracker show or event in 2021. A few tips and tricks and system changes from previous years: • Remember to include the customer ticketing fee in your advertised price. • Remember that in 2021 all managed venue Hubs will have mandatory opt-in for the 15% Multi-show Discount deal, so factor this in when setting ticket prices. • Make sure you budget specifically, bank on no more than 30% capacity, and record the time and resources you’re giving to the project ‘In-Kind’ (i.e. without payment). • In 2021 the Sydney Fringe will withhold your Box Office settlement until you have completed your post-festival artist survey and Door Sales reporting. • Remember to embrace everything the Fringe has to offer – from masterclasses to networking events, the chance to see shows for free, awards and future touring possibilities - your Fringe experience can be so much more expansive than your own show! More details: Registration Fees – P16 ; Budgeting – Pp 34 - 39 ; Marketing PP 40-49 YOUR MAIN POINT OF CONTACT Artist Services Team [email protected] 0402 371 004 5 Eliza Street Newtown 2042 6 KEY DATES EOI’S OPEN FOR LIMITED CURATED PROGRAMMES MAR EOI’S CLOSE FOR LIMITED CURATED PROGRAMS 31 MAR ARTIST REGISTRATIONS OPEN 3 APR ARTIST REGISTRATIONS CLOSE 30 APR MASTERCLASS 1: FUND IT 10 MAY MANAGED VENUE HIRE AGREEMENTS ISSUED 15 MAY MANAGED VENUE HIRE FEES DUE 31 MAY BRANDING LOGO STRIPS AVAILABLE 31 MAY MASTERCLASS 2: SELL IT 31 MAY PRINTED GUIDE AND WEBSITE COLLATERAL DUE 13 JUN MASTERCLASS 3: MAKE IT 21 JUN MASTERCLASS 4: SHARE IT 12 JUL PUBLIC LIABILITY AND RISK ASSESSMENTS DUE FOR FRINGE 13 JUL MANAGED VENUES FEATURE EVENTS LAUNCHED FOR SALE 15 JUL PROGRAM LAUNCH PARTY 31 JUL PRINTED GUIDE RELEASED AND TICKETS ON SALE 1 AUG MASTERCLASS 5: GROW IT 2 AUG SYDNEY FRINGE BEGINS 1 SEPT SEPT ARTIST DEVELOPMENT ROUNDABLES, MEET & GREETS AND FORUMS SYDNEY FRINGE FESTIVAL AWARDS 26 SEPT 7 WHAT IS THE SYDNEY FRINGE? The Sydney Fringe is an open access arts festival, the largest independent arts festival in NSW. Open Access means that anyone can put on a show as part of the festival in September. There is no selection process and the main festival program is not programmed or curated. The Sydney Fringe does not produce any shows that register through our system. We are here to provide you with the resources, support and exposure necessary to make your show a success. The Fringe does produce large scale public events, as well as increasingly commissioning work, providing paid performance opportunities and working with our partners to create vibrant festival hubs, that bring the city to life throughout September. (Keep you eyes peeled for EOI’s for performance opportunities and commissions!) We also use our status as NSW’s largest independent arts festival to advocate for the needs of artists in Sydney. Over the past seven years, under the directorship of Kerri Glasscock, the Sydney Fringe team have enabled new open access spaces for artists year-round, modelled pilot programmes including partnerships with retail, business and government (which keep your costs down), and tirelessly represented the challenges faced by artists to your elected officials.