How To Get Gigs and Keep Clients: Part 2

Chapter 2: Selecting The Right Venue For Your Show

Chapter 2: Selecting The Right Venue.

Lets face it, performing magic isn’t a one size fits all occasions kind of thing. Different styles of magic play differently from venue to venue. So really before you can start marketing yourself for work, you need to identify just what kind of a magician you are! There are a lot of different styles to chose from, so I’ll quickly name them and then explain a bit about each. They are: Close-Up, Cabaret, Stage, Escapology, Mentalism, Hypnotism, Freak, Theatrical Séances, Children’s Magic, Gospel Magic, Bizarre Magic, and Busking.

No doubt one of the biggest fads right now is “street magic” which is really just an underground word for what others in the business will know as Close-Up magic, or Walk Around magic. The term of “street magic” that has come to be associated with this style has been made famous by magician David Blaine in his TV specials. This skill set is arguably the most complicated and requires the most amount of skill and dedication to the art to perfect. Close up magic combines powerful and often visual effects usually done with cards or coins with the intimacy of small theater. This style of performance is best suited for Restaurants, Bars, Social Events, Fairs, or Private Parties where the host intends for their guests experiences to be more personal than what you would expect from a typical stage show.

Next you have Cabaret magic. Cabaret magic goes by a couple of other names as well. Some people call it platform magic, Parlor magic, or Stand-Up magic. This style is usually used for medium to large sized audiences, small theater, night clubs, lounges, cruise ships, TV, and most often kids birthday shows. While cards and coins can certainly make their appearance here, other prop effects are also seen such as billiard balls, doves or other animals, ropes, silks, manipulations, and other highly visual effects.

Stage magic or Grand Illusions are reserved for large scale productions designed to be viewed by large sized audiences on auditorium sized stages. This style utilizes large animals, props, boxes, many dancers or assistants, etc. These effects are also the most costly to purchase, often ranging in the thousands of dollars for a single illusion.

Escapology is a sub-category of magic that deals with only escapes from restraints and similar devices. This field was pioneered by the great Harry Houdini in the early 1900’s. Escapes can be incorporated into any cabaret or larger sized act to add additional flash or flare to the performance but can also be focused on entirely as its own production.

Mentalism deals with the performer displaying talents that reach into the realms of the psychic. This style bends spoons and forks, predicts the future, transfers thoughts from one mind to another, over come mind over mater, can levitate objects and people, read minds, and often contact people who have died. Mentalism is usually performed in Cabaret settings but can be performed in Close Up or for Stage shows as well. I should also note that Mentalism divides itself from the usual performers act as unlike magicians, the mentalist is assumed to actually possess supernatural powers. The performances are usually stronger when the audience is lead to believe that the effects are accomplished through means that are not gimmicked, rigged, or gaffed.

Hypnotism acts focus solely on displaying ones power over the sub-conscious mind. Usually spectators are brought up onto the stage, and placed into hypnotic trances where they will behave in all manors of humorous ways to the most outrageous conditions. Some stage Hypnotists also double as Hypnotherapests which requires many hours and high level of schooling in order to obtain that title. Unlike magic shows, it is generally believed and accepted that what happens in a Hypnotists show is for real. This kind of style plays well on Stage or in a Cabaret setting.

Freak or Geek acts are also called Shock magic by some people. Those who practice this style focus on presenting wild, and often dangerous acts adapted from Indian Fakir or Carnival Side Show or Freak Show acts. These stunts are highly visual, dangerous, and mostly grotesque or designed to make the squeamish faint. This style isn’t for everyone, and plays well on Stage, or Cabaret. It can also be adapted for Close Up.

Theatrical Séances is a sub-set of magic that is almost not practiced much today, at least not out in the open main stream of things. In this style, the performer acts as a medium to the nether world and congers ghosts, ghouls, and goblins to deliver messages from beyond the grave, play instruments, or touch and move objects in the room. This style of magic was at its peek of popularity at the turn of the century. Houdini spent much of his time exposing fraudulent mediums for the fakes they were. This style is great for private parties, or Cabaret. If the artist were stationary, it could be adapted for intimate small theater.

Children’s Magic I include as it’s own sub category because I firmly believe that it takes (one) a very special individual to work well with kids, and (two) perform well for them. Typically this style works for children’s birthday parties, schools, pre-schools, church events, fund raisers, or special events. Often times the performer is dressed as a clown or likewise “silly” character during the presentation of their act. This style is highly interactive with the audience and very comedic in nature. Sometimes the performer will theme the show using science or mathematics to drive home an educational message. Perfect for Cabaret or Stage.

Gospel Magic is magic that is used to teach people about Gods love, the sacrifice of Jesus Christ on the cross, the message of the Saints, and generally used to bring people closer to Jesus. This style uses stories, or morals that tie in closely to the magic effects. Great for church related venues. Doesn’t play well anywhere else though. This plays well on Stage or Cabaret.

(To Be Continued)
 
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Bizarre Magic uses elements of horror, fantasy, sci-fi, or other such themes in it’s presentation. Bizarre magic can sometimes be crossed or confused with Freak magic. It’s presentations boarder on the strange and unusual. It is typically performed in a Close Up setting, though it can be adapted for Cabaret or Stage.

Lastly, you have Busking. Most of your older members of the magician fraternity will know Busking as the “real” street magic. This style often combines aspects of Close Up magic, Cabaret magic, and Stage magic out on the streets where the performer is often times surrounded by the spectators. The performer often does a short show before using a “hat line” to solicit for tips. Jugglers, Dancers, Singers, Musicians, Balancing acts, Fire Eaters, and other similar acts also can fall into this category. This style is not to be confused with the new almost gorilla like tactics employed by younger magicians (usually in their teens to early twenties) to entertain people randomly on the streets.

So now that you’ve got a better understanding of what opportunities are out there you can best figure out where your act fits into and move on from there. If you’re new to the professional workers scene chances are you won’t be starting out on the Stage Magic style just yet. That is unless you’ve got a fairly good financial backer or deep pockets. If you do then more power to you! In my experience I think most people start out working the Cabaret, Street, or Close Up scene. For the sake of this article I am going to assume that you understand that when I say “street magic” I am referring to Busking as it is the job of any working performer to get paid, and the David Blaine gorilla style accosting people with random card tricks rarely ends in a pay check. What ever the type of style you’ve chosen for yourself your next step is to identify what kind of venues you can play in. The kind of venues you will be able to perform in will greatly depend on the size of crowed your act is best viewed by. So always keep that in the front of your mind while you are selecting your next potential place of performance.

So you’re probably asking yourself: “What kind of opportunity is out there?” That’s a good question. I know when I was first starting I didn’t have a clue who I could perform for that was outside of my school or immediate family. So lets take a look at some of the most typical types of venues magicians perform in. That list is composed of: Restaurant, Tradeshow, Public Places, Private or Birthday Party, TV, Clubs/Lounge/Casino, Theaters, Cruise Ships, Special Events, and Bars. Lets break this down a bit more.

Restaurants you’ll really need to think on your feet. You’ll be hired (typically) for the evening and paid (usually) a lump sum. Some places may pay you by the hour, but those are rare. Most places expect you to make your money from tips. You should always pack at least one “special event” trick into your arsenal when working this type of venue. Special events you may run into are things like Birthdays, Weddings, or Anniversaries I highly recommend looking up Doc Eason for his special events tricks. Think you can find them on his second DVD disk. When practicing your act for this kind of venue practice without a table. Table space is a precious commodity and not something you’ll be afforded often. You should perform your effects in an invisible box about three feet long by two feet high in the space between your chin and chest. Your effects need to be visual as often you will have loud ambient noise from other patrons or even a live band that you’ll be competing with. Your opening effect is critical because it sets the pace for everything else you will do for them. Plan to spend about 5 minutes per table, and time it so that you entertain either before their food arrives or after. Never during. Any effects that you do in this setting should be easy to reset if it even requires resets at all. You can never rely on always having a special place to retreat to every five minutes to reset your act. When you approach a table, politely introduce yourself, and give the reason for the intrusion. NEVER ask if the table wants to see a trick. Politely introduce yourself, explain what you are there for, and then ask them to pick a card (if you are doing card tricks.) This engages them without giving them a chance to say no. It is human nature to say no if presented with an option they are not familiar with.
Example: “Hello, My name is Draven. I’m the house magician for this evening and the Manager has sent me to your table to entertain you with a bit of slight of hand. Here, please pick a card.”

Notice how I was polite, but to the point. No where in that line could the spectator interrupt me and tell me “No”. If they did then they would risk looking like a jerk. If they still decline to participate after you’ve offered to entertain in a friendly way, just move on. It’s really their loss.

I’ve said it before and I’ll say it again, I’m not a children’s entertainer. However, when you work a restaurant you will be. Pack along one or two tricks just for the kids. The kids will love it, and the parents will love you. Keep the kids happy and your chances for a big tip, if a tip at all, are that much more increased.

Tips are a funny thing. People just assume that you are owed them. That’s really not the case. A tip is just a conditional extra that can be used to show appreciation for your effort. The one thing I try to avoid is out right asking for tips. Even though I may know I’m getting paid a low amount compared to the hours I’m working in the establishment for that night. I usually close my act with a money effect, such as Hundie 500 or a Coin trick and somehow people usually get the message.

As an additional bonus tip: Buddy up with the serving staff. You can really be a life saver for them if something is going wrong in the kitchen. If they know a tables food is going to be late you can go to the table, and entertain until their food is ready. Trust me, the wait staff won’t forget this act of mercy. I’ve been tipped by wait staff in the parking lot on more than one occasion!
Key Person To Talk To: General Manager or Owner.
Usual Gig Run Time: Restaurants will usually book you for about four hour blocks of time. This is usually either their busiest times and days, or a length of time they want to improve their business in. It is rare that they book you for just an hour or on your normal rates per hour.

Tradeshows are a unique beast to work. You’ll spend anywhere from 4 to 10 hours a day, and sometimes multiple days at the event and perform for large crowds sometimes on a stage sometimes not. When you are at a tradeshow your point is to incorporate a companies key note(s) about who they are and their products into your magic act. Sometimes magicians create special magic effects specifically tailored to a brand or image. Tradeshows is more about marketing and sales, and less about magic but the pay is outstanding if you can make it in this tough venue. You’re really going to want to have an impressive Promo Kit to approach a companies decision maker with if you want to break into this venue. You need to be able to show them how you can make them more money by having you on their demo/ sales team. You’ve got to be three parts Sales and Marketing and one part magician.
Key Person To Talk To: Trade Show Manager, C-Level Execs, Owners, or Event Planners.
Usual Gig Run Time: Time will vary. You could spend as little as two hours or as many as ten hours a day.


Public Places such as busking on street corners is a rough gig. I know from working on Hollywood Blvd and Universal City Studios Hollywood that the take home pay can be $20 bucks for the day or $300 for the day. It’s hit and miss. It certainly helps if you have something to sell in addition to your act. I know a guy that make their living selling Svingualli decks on the side after their act is done. I’ve seen what he takes home in a night. Let’s just say I could pay my rent with a couple of his average days pay, and I live in LA. Also a great thing about street magic is the money is tax free. You still have to report it at the end of the year of course, but you don’t have the government taking their share out of it before you get the cash in your hand like they would at your day job. Also, your results will vary depending on how busy of a city you live in. Obviously living in the middle of no where Iowa will yield different results than Main Street New York, New York. Also check with your local city ordnances to make sure it’s okay to do street work. In some places it may be illegal! Visit your City Court House for information.
Key Person To Talk To: City Court House. Most places require a public performance license or some sort.
Usual Gig Run Time: Four to Eight Hours per occasion.

(To Be Continued)
 
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Private Parties and Birthday Parties are great for the close-up worker. You can usually get paid a pretty decent amount, and make some solid connections. Most of the time people don’t have an issue with you pimping your self out after the show, and you can really control just how intimate or how big you want your show to be. I personally love to perform private parties for adults any chance I get. You’ll see a LOT of these kind of gigs open up around October (Halloween) through January (Christmas and New Years). If you can get in doing a companies Christmas party even better. The pay is usually good, and you get to eat like a king (usually) afterwards!
Key Person To Talk To: Event or Party Planner or Organizer
Usual Gig Run Time: for Parties and Private Shows expect 30 minutes, to one hour.

TV is a hard one. Really folks, it’s a matter of who you know, not what you know. The best thing I can recommend is network yourself! Build that little black book, and never pass up a chance to meet anyone who may have any connections with that industry if that’s the course you want to take. In my previous chapter I talked about building a Promo Kit, and this is the place you’re going to want to use it! Appearances, and a “look” count just as much as your skill. Also don’t hold your breath… one in ten-thousand make it. I’m sure that number isn’t over exaggerated either. My day job is working for Universal Studios Hollywood. I work in the entertainment/ character department. I’ve seen more cattle calls and audition groups than I would care to remember. I know what I’m talking about here.
Key Person to Talk To: Booking Agent or Casting Director
Usual Gig Run Time: Expect to be told to work fifteen minutes, and in reality get five.

Clubs, Lounges, and Casinos are all fun! I’ve performed at two of the three venues. Casinos being the one I haven’t. Again, like TV Casinos will want a Promo Kit. So make sure you have a good one. Clubs and Lounges are usually easier to get booked at. You just need to find the key person to speak to, and see what it would take to get your act on the stage. A lot of clubs host open mic nights or talent shows for new or undiscovered acts. This is a great way to test out your new material against a live audience to see the reactions. Also, if you are interested in getting representation, this is a good way to get noticed. Pay usually isn’t too great though with these kinds of venues, but you certainly get great exposure! Also places like this usually expect you to hand out promotional material or sell some kind of CD or DVD product for side cash.
Key Person To Talk To: Booking Manager, Casting Agent, Talent Coordinator.
Usual Gig Run Time: 25 to 45 minute sets. If you are doing an open mic you may be lucky to get five to eight minutes.

Theaters are a fun place to perform in if you can get through an audition and get added onto an already existing act. Otherwise they require an upfront fee. Usually when you play at a theater you “four wall” it. That means you pay rent to use the theater, and most theaters will also take a percentage (20-30%) of your door. The rest though that you make on your tickets is yours to take home! Theaters are awesome! I love working in them. You can control so much more of your environment than what you can on the street or in a restaurant. The only draw back, other than paying for the rent, is you also have to market and advertise to insure any level of success! Don’t worry, I’ll cover marketing more in-depth in another chapter.
Key Person To Talk To: Theater Owner, Booking Manager
Usual Gig Run Time: 25 to 45 minutes, with the possibility of multiple shows in a day.


Cruise Ships I am sad to say I’ve not worked on one yet. From what my friends have told me it usually comes down to submitting your Promo Kit and then negotiating a contract. As soon as I book one I’ll add more information to this. I however didn’t want to omit this as an option.

Special Events can be anything from a parties, to charity events, weddings, a ren fair, to publicity stunt. The magical needs for these events can walk the entire gamut from Close Up, to Street, to Cabaret, to Stage. Pay is usually good, but your exposure is awesome! Usually a Party Planner or Event Planner is in charge of organizing the details and may want you to theme your magic a certain way. Such as Caribbean Pirates, Knights in Shinning Armour, Vampires, Carnivals or what ever.
Key Person To Talk To: Party or Event Planners
Usual Gig Run Time: Special events you may be booked for the entire event, but perform off and on the entire night. When prospecting for this venue pitch the entire event as a package, not on the hourly.

Lastly, You have Bars. Bar magic is a fun bit. You’ve got something special that you don’t always have working a restaurant, a table surface. You’re usually a stationary show working either in shifts with the bartender or during peek hours. You and the bartender form a team. Your job is to keep the patrons entertained while soliciting them to buy more drinks, while the bartender fills their orders. In some occasions the magician doubles as the bartender. Since drunks is an unfortunate bi-product of this type of venue you should get used to dealing with hecklers real quick. If done right, you can make a fair amount in tips working behind a bar. When I’ve done bar magic I’ve averaged $20 dollars per tip. My highest was a $100 dollar bill.
Key Person To Talk To: General Managers, Restaurant or Bar Owners
Usual Gig Run Time: Four to Eight hours per night.

Bonus Advise: When working bar magic you can get away with something you can’t do working tables. A tip jar. When using a tip jar, always place it out before you and just a bit off to the side. That way it is visible by everyone, and yet not in your way. Always stuff it with several crinkled up ones, and one large bill. If the place you are working in is fairly high end you may want to consider using a ten or twenty for the large bill. If it’s a low end place, a five will do nicely. This does two things psychologically to the spectators. 1) No one likes to be the first to tip. If the jar already has money it, then they are more likely to add too it. 2) No one likes to be out done. If they see a larger bill in the jar, they are likely to tip equal if not more than that bill! Lastly, NEVER have a full tip jar on your table. Always empty it when you don’t have too many people watching, but make sure to leave a few bills for the next group!


As with any marketing you do to any potential client, you should always have a Promo Kit or at the very least the bare essentials outlined in the Marketing Tools chapter. You’re trying to make a solid impression and prove to the potential client that yes they do want to work with YOU! If you get a chance to interview or audition for a possible client, always show up early, dress professionally, and have clean, cut, and trimmed nails. Before you go into to pitch a potential client on why they should hire you, do some research on them. Google their company name. Find out what they do, who they market to, what kind of service they provide, how many employees they have, and then ask yourself “How can I best use my magic to benefit them?” When you meet with your decision maker, Answer that question for them, even if they don’t ask. One important thing, unless you are certain that the person you are talking to is the person who decides weather or not to hire you, DON’T spend a lot of time pitching them on who you are, and what you do. In marketing we have a term for these people. They are called “Gate Keepers.” Sometimes these are the assistants to the managers, or casting directors. Perhaps it is a secretary to the CEO that you really need to talk to. In the end, they can’t make the decision to hire you and trying to pitch them is a waste of both your time and theirs. Yet, it is important that you win them over because you still have to go through them to get to the right person you need to talk to! So be nice to them, but be quick with them! If you think you’re talking to a gatekeeper politely ask who makes the decisions and then ask to talk to them. If they aren’t available, either call back or come back when they are. NEVER leave messages. It’s the equivalent to email spam, and rarely do they ever get read or responded to. Also it’s okay to ask someone if they are the “decision maker”. Not only is it an industry buzz word, but if they are they’ll respect you for your business savvy. They will also answer you honestly too.

(To Be Continued)
 
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To close out my thoughts on the venues over all, no matter what you should always have one thing with you anytime you perform anywhere- Your business cards. You’re going to find that you’ll get a lot of offers to perform at other venues while you are busy entertaining the current one. You’re going to get used to hearing two questions. “Do you have a business card?” and “How much do you charge?” You certainly don’t want to ignore their requests, they could be a paying client! However you also want to handle this situation with great care, so as to not upset your current client as well. When asked for your card my advice is to politely give it to them get theirs in return, Explain that you are on the clock right now, and it would be impolite to the people that hired you to discuss business like this at this time, and then follow up with them in the morning. Not only is it impolite to the person paying you to take bookings while on the clock, it’s also a conflict of interests. To make matters worse I’ve known major party planners who pay their talent $500 to $2000 dollars per event to never use a magician again (despite his talent) solely because they were taking other bookings during a paid gig. If you explain to the potential new client that you want to show a professional level of respect to the person currently paying you, and you would show no less respect to them as well if they booked you I think you’ll find most will understand. Also –some- people who hire you won’t want you to hand out your business cards while you are working their event. Usually this is the case in party planers. Always make sure it’s okay with the venue to hand out your business cards, before you do. If in the case of working for a party planner it’s usually customary to hand out their business card with your name written on it. It would be the ONLY time I’d hand write something in on a card I give someone else.

http://forums.theory11.com/showthread.php?t=17148 Here's a link to the next chapter. Chapter 3: Marketing: Cold Calling 101

Preview: In the next article I talk about the actual art of marketing itself. Cold Calls to face to face meetings, and anything in between.
 
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Nov 15, 2007
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Raleigh, NC
Well written, just as the first one.

I would say that having Bold Titles Above each type of magic or venue would make it easier to read and reference a second time through.

Can't wait for the third one, keep it up.

-Rik
 
Hope you do not mind, but I have printed this all off so I can read it laying on my bed! - However, I highly recommend you to make a PDF, this could be something you could sell... However, I am going to read it first before I make any more comments. Thanks.
 
Sep 1, 2007
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(golf clap)

Very comprehensive list.

To satisfy my own curiosity, I wanted to ask if you're familiar with the Top Shelf lecture notes?
 
Sep 1, 2007
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Docc Hilford. To my knowledge, he only offers it during lecture tours.

Again, just something I wanted to ask for my own curiosity. I don't want to go into too much detail in public except to say that he offers some very interesting ideas on working the clubs, lounges, and restaurants.
 
Sep 1, 2007
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There's one other venue I'd like to pitch in. Conventions. It's not worked as often as some others, but can still be fruitful.

I'm actually working on this myself. I have a friend who works with a number of organizers who is trying to get me booked for appearances and shows at small sci-fi and horror culture cons. The long-term goal is to make a name and get myself invited to Dragon Con sometime in the next couple of years.

I'll divulge more details as experience permits.
 
There's one other venue I'd like to pitch in. Conventions. It's not worked as often as some others, but can still be fruitful.

I'm actually working on this myself. I have a friend who works with a number of organizers who is trying to get me booked for appearances and shows at small sci-fi and horror culture cons. The long-term goal is to make a name and get myself invited to Dragon Con sometime in the next couple of years.

I'll divulge more details as experience permits.

You know you are absolutely right. As involved as I am with Anime Expo in Los Angeles you'd think I would have remembered that. Good point Steer. If you have any information on working conventions that would be prudent to the thread then please by all means share it!

Cheers,
Draven
 
Sep 1, 2007
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Thus far, all I can say is that setting up a panel is the easiest way in. A panel can be pretty much about anything pertinent to the subject of the convention, even if the connection is a little obtuse.

I'm meeting with my friend hopefully in the next couple of days to see how open the con organizers would be to the idea of cold reading demonstrations framed on the idea of soulgazes a la Harry Dresden. As for the horror conventions, I'm digging up an old idea for a show that I had put on the shelf when my contract with Kennywood Park for Phantom Fright Nights fell through. A darkly comedic shock magic show entitled Dr. Vornoff's DIY Surgery. Like I said, you have to keep it somewhat relevant or they're not going to be interested.
 
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