S1E1 of What the Fringe?!
Fringe artists often find themselves at a crossroads where creativity and marketing collide. It’s a dynamic that many artists grapple with, and it’s an area where many new fringe artists wish they had more clarity. Brad McEntire, the author of Crafting the Solo Show and long-time fringe producer/performer shares a few strategies on overcoming the marketing hurdle.

Brand McEntire:
“When I first ventured into solo performance, I was filled with excitement about creating art. However, the thought of marketing my work felt like a mountain I had to climb. I wasn’t alone in this; many artists share a distaste for self-promotion. We love to create but often dread the process of putting ourselves out there. The irony is that while we believe in our work, asking others to invest their time in it can feel awkward and uncomfortable.
As artists, our focus is on creating, and it’s easy to feel overwhelmed by the marketing tasks that seem to sap our energy. However, I’ve come to view these efforts as an investment. Even if it means sacrificing an hour to send a few personalized emails, the potential return in audience engagement is worth it. I realized over the years that to successfully share my art, I had to embrace marketing as a necessary component of the process. It took time, but I learned to shift my mindset. Instead of viewing marketing as a burden, I started seeing it as an opportunity to connect with my audience.”
Brad’s Fringe Marketing Recommendations
Build Your Digital HQ: One of the most critical tools for a solo performer is a well-organized website. It serves as a central hub for your work, showcasing your performances, sharing press releases, and providing contact information. Additionally, keep templates for press releases and emails. This not only saves time but also brings consistency to your branding.
Personalization is Key: When reaching out to journalists or bloggers, personalization matters. Generic emails often end up in the digital void, while personalized messages can capture attention. Keeping a template is helpful, but also include specific details about why your production would resonate with their audience.
Embrace the Art of Personal Connection: While email and social media are indispensable, getting face-to-face or voice-to-voice can yield better results. Use your emails to open doors, but don’t shy away from picking up the phone or requesting in-person meetings. Building relationships is essential; people are more likely to remember you and your work when they’ve had a personal interaction with you.
Leverage Existing Networks: When participating in festivals, don’t hesitate to ask organizers for their media lists. They have valuable contacts that can help you reach a broader audience. Moreover, if you can tap into your community of fellow performers, they may have insights or connections that can facilitate your marketing efforts.
Fringe marketing can feel overwhelming, but by shifting your mindset and implementing strategic practices, you can navigate this tricky aspect of fringe more effectively. Remember, you’re not just selling a show; you’re inviting people into your artistic world.
Brad McEntire is a Texas native who works primarily as a playwright, director, solo performer and educator. Over the last twenty years, Brad’s plays have been produced and developed on stages around the world. Brad is the artistic director of the small-batch theatre company Audacity Theatre Lab in Dallas, TX and he recently published the book Crafting the Solo Show.
This blog post was inspired by S1E1 of the What the Fringe?! podcast, and was written utilizing AI technology, in conjunction with human oversight and editing.
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