Showcases: A Leveraged Approach to Book Performing Arts Work

Showcases make a difference to everyone who participates in the professional performing arts sector. Whether you’re a self-represented artist, agent, manager, presenter, or arts service organization that puts on conferences, live showcases (both juried and independent) are a key component to how business happens.

If an artist or group is “Tour Ready,” showcases are a strategic investment and leveraged approach to increase your chance of booking work and touring. 

If your application to showcase is accepted, you have the opportunity to present your talent in front of a targeted audience, including industry professionals, presenters (usually the talent buyers), and decision-makers. 

But you must be prepared for this make-or-break chance financially, organizationally, and artistically.

Let's explore the significance of showcases and the steps to make the most of this valuable platform.

What are Showcases and Why are They Important?

There are two main kinds of showcases: juried and independent.

Juried showcases are curated performances that provide a platform for performing artists to exhibit their talents in front of a targeted audience of presenters, promoters, and other talent-buyers… in other words, people who hire artists! 

Think of a super professionally produced talent show where each act gets 12-15 minutes to shine. Since these acts are chosen by a highly competitive adjudication process (more on that below), those who make it to that stage are generally considered ready to tour professionally. 

Independent showcases are also short performances held in hotel conference rooms and/or hotel rooms, typically later in the evening after all the other conference events are complete (8pm-midnight or later). Often independent showcases can be “stacked,” meaning there are multiple artists performing in different rooms at any given time. Independent showcases need a different marketing/ presenter outreach strategy because artists won’t have the dedicated time in the conference schedule for all the presenters to attend like during juried showcases.

Why Showcases Matter to Presenters 

Presenters are at these conferences to do business. In other words, they are shopping for talent to fill their seasons or series at the venue they represent.

Showcases offer a condensed and impactful way for presenters to see many artists perform live, which is generally a prerequisite for booking a deal together. 

Conferences are also about discovery. Presenters are always building their list of artists to hire, either now or in the future. 

If a presenter hears about an artist with buzz, artists who fit the kind of profile or genre that they’re looking for, or gets a personal invitation, that presenter may attend a showcase to see that artist perform live. But time is short and there are many artists. 

If it’s an independent showcase, there’s no guarantee a presenter will stay for a full thing – they may have only time to hear one song – that’s why each showcase performance must be air tight in terms of preparation.


How Do Showcases Help Me Book Work?

For a booking agent, manager who does booking, or self-represented artists who are filling that booking role for themselves, getting a showcase is a big deal and huge opportunity. 

If an artist gets a juried showcase slot, there’s a much higher likelihood of getting serious leads from presenters for booking that artist. Unfortunately, there are no guarantees of getting work. The best you can do is be prepared and create the best possible environment for booking to happen.

Each showcase presentation should include an announcement with information on how to reach the booking person for that artist. If presenters like the artist, but don’t know who to contact, that could be a lost opportunity. 

Agents, managers, and self-represented artists need to be prepared with short-term reminders about the showcase such as a postcard or one-sheet that can be handed to the interested presenters. You also need a system to capture and track which presenters are interested so you can follow up. 

Follow-up, follow-up, follow-up!


How Do I Get a Showcase? What Do I Need to Have Prepared?

Pre-Production: As a foundation, even before you consider applying for a showcase, artists and booking representatives must have everything ready for serious booking conversations with presenters. This includes, but is not limited to: excellent promotional materials, tour date availability (typically 1-2 years in advance), tech and hospitality riders, artist fees, tour budgets, program information, etc.

Research Opportunities: Identify showcases that align with your artistic style, goals, and target audience. Showcases typically align with performing arts conferences, festivals, or specialized showcase events throughout the year. These tend to follow a yearly cycle, so if you miss this year, plan ahead for next year.

Apply: Follow the guidelines outlined in the showcase application process, including submission deadlines, fees, and required materials. Typically a group of industry professionals (often agents, managers, and presenters) will volunteer to be on the review committee for showcases. It is highly competitive to get in, sometimes hundreds of applications for maybe 25 juried showcase spots, so these adjudicators may only spend a few minutes reviewing each application. With that in mind, your application materials need to be just as honed as your prospective showcase.

Prepare A Showcase-Ready Performance: Showcases generally include 3 songs or 3 distinct presentations of your performing art for a total of 12-15 minutes. Creating this set is an art and strategy in and of itself. Rehearse extensively, paying attention to the flow and technical aspects of your performance to ensure a flawless presentation. Whether you are accepted to showcase or not in any particular conference, preparing your showcase-ready set is key to booking work now or in the future and is well worth the time.

If all of this feels overwhelming, it’s okay... It's just that you may not be ready yet for this step in your professional life, but you can work toward it as a milestone in your business. 

Save time, money and heartache in the long run by taking a strategic approach and get clear about how showcases fit within the larger direction of your creative career or business.

If you want support to get showcase ready, I can help. Click the button below to set up an initial consultation with me (free of charge) so we can discuss your goals.
​ 

Yes, Please!

As a recap, showcases are a key part of how the performing arts sector does business. Artists reach their most targeted demographic of talent buyers, booking agents and managers gain the warmest leads, and presenters experience what artists can do live so they can fill their venues with excellent acts now or in the future. By understanding the mechanics of showcases, preparing meticulously, and leveraging the opportunity effectively, artists can make the most of any showcase opportunity as a key stepping stone to a flourishing career in the performing arts. 


P.S. It’s the Start of Showcase Application Season for Fall 2024 Conferences!

Western Arts Alliance (WAA) showcase applications due March 4, 2024 at 5pm PT - More info: www.westarts.org/showcase

Arts Northwest (ANW) showcase applications due April 26, 2024 - More info: https://iwanttoshowcase.ca/43rd-annual-arts-northwest-conference-2024

I Want To Showcase - Online portal for showcase submissions for several performing arts conferences. https://iwanttoshowcase.ca


***

Want help getting yourself or your artists showcase ready? Contact me for a free initial consultation here: www.calendly.com/cherijamison/network

Cheri Jamison is an Arts Consultant with over 12 years of experience in the arts and nonprofits. Cultivating a non-judgmental, solution-oriented environment, Cheri meets her clients wherever they’re at with their business or creative career. The focus of Cheri Jamison Consulting LLC is strengthening organizations from the inside out through capacity-building, executive coaching, board training, and professional development. www.CheriJamison.com
​