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HOW IT WORKS
RELATIONSHIPS MATTER
Why us? A&B acts as a catch-all for event management. We are producers, promoters, consultants, and managers all rolled into one. We help you create the event, structure the itinerary, give tips on how to market it when there’s a performance involved, manage logistics, and provide the artist, all simultaneously. Our direct relationships with our clients and artists together are pivotal to communicating and meeting expectations all around.
FIGURING OUT THE COST
The most common question we're asked is "How much does it cost?" We understand that some theatres have outright funding and others don’t. Some have a financial cushion from last year’s musical ticket sales, while others are relying on this year’s show to sell out in order to fund the next show. Similarly, administrative support can vary. You already know that a Broadway artist coming to visit and work with your performances is going to be impactful — that's a no-brainer.
With multiple factors involved, there is often not a “set” price for a masterclass or showcase, and artists rely on A&B to arrange the best event within everyone’s capability. Our goal is to bridge the logistical and financial gap to make it possible. We do this by getting to know you and working back-and-forth to match your financial capabilities with artist expectations. No event is created equally and understanding how you operate is extremely helpful in finding solutions. It also allows us to grow with you and make future events possible.
BE A TOP-NOTCH NEGOTIATOR
Productive negotiation is the key to reaching a solution and green-lighting your event. Back-and-forth conversations are a normal part of reaching an agreement, but if you are new to this, negotiating can sometimes be frustrating or confusing. We want you to be privy to this process and help eliminate the guessing game, so there’s a better chance of finding middle ground.
Here are some helpful tips:
Be direct and upfront with your questions and expectations. You are never asking too many questions!
Don’t be intimidated by upfront numbers. Many schools/ theatres ask us to give them a cost upfront, and we do this to get the ball rolling. Sometimes it’s the perfect number and we get it done straight-away. Sometimes it’s not what you were expecting. If it’s out of your reach, though, be bold and say “Hey, we can’t do that, but we CAN do this _____.” Knowing your budget capability is important, but it’s also something we can help you discover, especially when some deals allow you to make some of your money back. Getting there requires some brainstorming.
Communicate and respond no matter what. Good news or bad news. Don’t leave a text, email, or call unanswered. Theatres sometimes get exhausted by the negotiation process and then simply stop responding, rather than being direct and voicing their concerns and feelings. Responding and communicating shows respect to both parties!
FLEXIBILITY IS KEY
The best way to get the most customized and tailored event is to pay an artist’s fee outright. However, when budget flexibility is needed, it’s important to consider your creative flexibility, as well. Here are some helpful tips/ questions to consider:
What are the most important elements for your event? Knowing where you can give and take is helpful in finding middle ground. Considerations include:
Association with your musical (i.e. you want someone who has appeared in that production).
A “big name” artist (i.e. household name, Tony Award nominated/ won, large social media following, etc.)
For a showcase performance, an artist that will perform a larger “set” (number of songs).
How much you can afford to spend outright (without making anything back)?
If you’re operating on a budget of $2,500 or less, artist flexibility is very important, especially with Show Workshops.
Remember that artists with higher accolade (i.e. household names, Tony Award nominated/ won, etc.) tend to have higher artist fees.
For Mini-Concert/ Showcase performances, we are sometimes able to help you make money back (see below).
THE SHOWCASE THAT PAYS FOR ITSELF
The majority of schools and theatres choose the Mini-Concert/ Showcase format, which also includes a Show Workshop or Audition Masterclass. In addition to being the most artistically rewarding event for performers, it is also the most financially sustainable in that you are able to sell tickets to a performance and potentially recoup your entire cost. With a showcase event, we are able to tailor the artist fee based on your venue size and ticket price. Often times, part of the fee is a guarantee and the other part is a split of ticket sales, which fairly compensates an artist while also reducing the financial risk for the hosting school or theatre. For instance, if your theater holds 200 seats and you charge $25/ ticket, then that helps set the fee. With first-time clients, we try to keep the artist guarantee as low as we can, to reduce the financial risk. Relying on a performance for budget is also how educational workshops stay free/ low cost for performers and students, which is very important to us and artists.
The workshop portion of an artist visit is almost always included for free; the performance essentially funds the entire visit.
A performance event, however, is not required. For theatres and schools with funding, workshop-only events are available.
STRUCTURE/ PROMOTION HELP
Whether this is something that's brand new to you, or something you've done in the past, we will work closely and help guide you through producing and promoting the event, offering free resources to help with event structure and marketing. A&B does not promote events directly for clients, but we make every tool, resource, and consultation available to you in order to ensure that your event is successful. Doing so helps build a relationship for future events. Establishing a format with you could mean bringing more artists out and continuing to impact your community.