Breaking through: A powerful Fringe debut for In The Black
The brief
In The Black, a dark comedy written and performed by a recent University of Southern California acting graduate, followed a first-generation African American navigating ambition, family pressure, and identity in the high-stakes world of Wall Street. For his first-ever Fringe run at theSpace @ Surgeons’ Hall (Stephenson Theatre), the goal was to secure reviews, build visibility through outlets championing artists of colour, and attract industry attention. The campaign was led by Andy, with James providing support.
Our role
Starting work only a month before the Fringe began, we moved quickly to build momentum. Support included organising poster distribution in Edinburgh through our supplier, providing photographer recommendations, and sharing relevant performance opportunities. We focused outreach on radio, podcasts, and media platforms celebrating artists of colour, while coordinating with the venue to facilitate filmed performance clips and interviews with Quaz, alongside audio recordings. As the show began gaining recognition and award nominations, we made sure that images, footage and quotes were ready for quick media use.
The results
The run secured a strong wave of coverage and industry attention throughout its debut Fringe appearance. The team obtained a Brewhemia industry showcase performance slot, and email invitations were sent to key industry professionals. Media coverage spanned video, audio, and online reviews, with features in The Scotsman, Broadway Baby, Everything Theatre, Binge Fringe, Theatre Village, and Get Your Coats On. Highlights included a Broadway Baby award feature, selection for Ed Fringe Review’s ‘Shining Stars 2025’, and a video interview on The Peter Greenwood Show. The show was also shortlisted for the Popcorn Writing Award, and Quaz is now in discussions about future productions with La Jolla Playhouse in San Diego and Riverside Studios in London.
Testimonial
I came late to the process of bringing my show In The Black to the Fringe, but Andy and James immediately took the time to understand both me and the work, and gave us a real shot. From the start, they laid out clear goals, kept me fully informed, and were always in close contact - right through to meeting in person during the run. Despite the odds, they helped us to secure excellent reviews that snowballed into word-of-mouth buzz, full venues, awards, and industry attention. Their instincts for who to reach out to and how to get the right people in the room were spot-on. I’m deeply grateful to James and Andy for their incredible support, and I wouldn’t hesitate to work with them again.
Quaz Degraft