I first had the idea for the Toronto Independent Theatre Coalition (TITC) 5 or 6 years ago. I had recently started up Bygone Theatre, and was watching what other indie groups were up to in an effort to figure out a growth strategy (aka what the hell I was doing). The first thing that became glaringly obvious was that it’s nearly impossible to grow a successful theatre business on your own. Especially in a city as expensive as Toronto.
Don’t get me wrong, theatre is first and foremost an art, but if you ignore the business side, the part that helps you find sponsors, partners and audience members, then no matter how good your art is, you’re not going to be around long enough for anyone to see it.
It’s nearly impossible to grow a successful theatre business on your own…(and) if you ignore the business side…you’re not going to be around long.
As indie artists, we are often stuck in a Catch 22 kind of hell;
You need advertising to bring in audience members, but you need audience members to make the money you need for advertising.
You need experience to get sponsors & grants, but you can’t get experience because you don’t have sponsors or grants to help you get started.
…and so it goes.
The theatre community is so small, but when it comes to companies connecting and supporting each other, suddenly there was all this distance between us.
While it’s hard to say just how many indie theatre groups there are in Toronto, I heard once that there are approximately 350 in the city. That’s huge. Yet there didn’t seem to be any kind of network set up to help those artists connect and help each other grow. The theatre community is so small, but when it comes to companies connecting and supporting each other, suddenly there was all this distance between us.
Why is that?
One of my least favourite parts of the theatre community is this strange belief some seem to have that we are somehow in competition with one another. It’s seldom if ever said out loud, but you feel it when friends with their own companies don’t bother to share your show info, when people hesitate to do a program ad swap, or one someone comes up with the great hashtag #indieunite and yet it never seems to be used by companies actually trying to support each other.
I have always wanted to change that. So, here is my official attempt.
The goal of the TITC is to provide a space for artists and companies to come together and do what we all should have been doing from the beginning; supporting each other. This can be by sharing resources like access to rehearsal space, props or costumes, or by doing labour swaps when there’s multiple companies without the funds to pay artists properly. In addition to that, each member company must agree to share, via all their social media networks, each other company’s show and audition info. If a company isn’t living up to their end of the deal, they get booted out. Only team players here.
So why make this an official thing? Why insist on the membership survey, track social media numbers and hold groups accountable? Why not just continue to share and work with those you already know?
The answer — strength in numbers.
The goal of the TITC is to provide a space for artists and companies to come together and do what we all should have been doing from the beginning; supporting each other
This is where we as indie artists can start to grow our companies as businesses. When you contact a potential sponsor, say a car dealership, chances are you are trying to convince them that supporting you will be good exposure. You tell them to think of it as a marketing investment — give us some money for our show, we give you a shout-out on our social media, all our followers see how great you are! Only, as an indie company you likely don’t have a huge following.
Currently, we have 9 Company Members at the TITC; that’s after about a week of applications being open. And to give you an idea of how much of a difference that can make for members already, note that, on average, each company has 646 Twitter followers, but combined? That number jumps to 5818. And we’re just getting started. Plus, that doesn’t include the following the TITC itself is now starting to grow…
We are stronger together.
Together, we have access to some of the best indie talent in the city.
Together, we have social media numbers and followers large enough to get sponsor’s attention.
Together, we can pool our funds to advertise a central hub where all the indie shows can be promoted on a large scale.
…and so it goes.
There are no membership fees required to join the TITC, all we want is your willingness and commitment to grow this community with us. It takes about 3 minutes to apply, and you can do so here. If you want to know more about what membership entails, you can find that here. And if you want to know what we have planned next, you can learn that here.
If you like the sound of the TITC, please take a moment to check out our website at www.thetitc.ca, to follow us on Instagram or Twitter, and to like us on Facebook. Share this post! Send links to your theatre friends! The more of us there are the more we can do.
To keep the TITC free we need some help raising funds for start-up costs. Want to help support Toronto’s indie theatre scene? Please visit our GoFundMe page and give if you can.