99seats: You Say You Want A Revolution? or Seven Concrete Steps:
6. Act like a rock band. This follows on that last point. The music industry is as crowded, if not more crowded than the theatre industry and it's hard to make a living or bust out, but bands do. And they do it with their own blood, sweat, tears and duct tape. Form your theatre company like you're forming a band, a small, tight-knit crew of people who share ideals, influences and goals. Put yourself out there like you're a band, a unit. And control as much of the marketing and audience interface as you can. Design your own logo, draw it on your jacket and wear it around town. Carry your own stuff in and out venues and only play rooms that fit your style. Use mailing lists and websites to keep your fans up-to-date and ready to come out and support you. And love your fans. Respond to your fans. Make sure they know you can't it without them. They're why you're here.
7. Show ferocious loyalty. So much of this business is predicated on an utter and complete lack of real loyalty, especially on the way up. You're expected to drop your director, drop your actors as soon as a theatre dangles a production in your face. They will only love you as long as the NY Times loves you. Then you're out. And we wonder why it's so lonely and so depressing. Show loyalty. Demand that your collaborators are in the room. And be prepared to walk away if you're told "No." We are all in this together, and sometimes we have to lock arms and march.
6:14 PM
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