Event Producer Resources
Therapy is Expensive, Midsumma Festival 2022. Photo by Suzanne Balding
Everything you need to know about producing your Midsumma Festival event
In 2023, Midsumma Festival will be running from Saturday 21 January to Sunday 12 February 2023
If you are looking for information about registering your Midsumma Festival 2023 event, see our Event Registrations page (but registrations have now closed).
- Develop a budget early. Writing up a budget is a great way to think through the different aspects of your event. If you're seeking funding, research a variety of grant options and carefully consider the timelines for these grants to ensure they will be suitable. See our Budget template and Funding Resource below for more resources.
- Be organised and plan! Write a timeline, and talk to others who have done similar events to get a sense of what lies ahead!
- Plan your marketing. Develop a marketing strategy. Who are the people you think would like to come to your project and how will you tell them about it? Check out our Marketing and Publicity section below for more tips.
- Think about risk. What are all the possible challenges and potential things that could go wrong with your project? Think of these things and work out solutions or ideas that might help to mitigate these risk factors. See our Safety section below for more information.
- Is your project accessible? Consider ways in which people with a disability might have barriers to accessing your event. Check out our Accessibility resource to learn more about removing barriers.
- Create your COVID Safe Plan. It is extremely important to work with your venue to ensure you are following all the necessary COVID safety requirements. You may be required to create a COVID Safe Plan for your event in collaboration with your venue. Have a look at The Victorian Government's COVID Safe Plan resources and start preparing now.
- Are you aware of all your legal requirements? Do you need an example of a venue or artist agreement? Do you have public liability insurance? Will you need to take out a work cover policy? Have you applied for music rights? See our Legal resources for more information.
Producer Updates are emailed to Midsumma event producers every few weeks. It's really important that you read them and forward them to anyone else in your team who might need to be across important information from us. They are full of exciting opportunities as well as tips and advice for running a stellar Midsumma Festival event. For your reference, the updates from the 2022 festival are listed below.
2023 Producer Updates
- Producer Update #1: Welcome to Midsumma Festival (7 Sep 22)
- Producer Update #2: Get ready for the Midsumma Festival Launch (24 Oct 22)
- Producer Update #3: Two sleeps until Launch (28 Nov 22)
- Producer Update #4: Your Participant Passes and more (16 Dec 22)
- Producer Update #5: Get your Midsumma admin sorted before your doors open! (5 Jan 23)
- Producer Update #6: Midsumma Festival kicks off this weekend! Promote your event at Midsumma Carnival and more. (17 Jan 23)
- Producer Update #7: Festival Week 1 (31 Jan 23)
In 2021, the Digital Producer Info Sessions were held online - and you may still access them below if you wish.
Marketing with Midsumma
This session covers Midsumma Festival’s Marketing Campaign (social media, eNews, Google Ads Campaigns, Midsumma Website) including:
- What you need to know to promote your event
- What you need to know about marketing and selling your event
- How to prepare a marketing plan and set up a digital footprint
- Marketing Tools Breakdown and your marketing and publicity timeline
Access and Inclusion Info Session
This info sessions covers:
- Why you might consider a digital event
- What format might suit your event
- How to register a digital event
- Ticketing Options for your event
Midsumma Festival Event Registration
Registered Event Producers are granted a licence to use the Midsumma logo on relevant promotional material (posters, website, catalogues, etc).
There are strict guidelines around the use of the Midsumma logo, and we require a minimum of 48 business hours to approve any material that includes the Midsumma logo. When you have completed producing your promotional materials, please send to [email protected] for approval.
Download the current Midsumma logo suite.
Marketing and publicity are two of the most important steps to realising the full potential of your event.
Some short tips about how to market your event:
- Shoot eye-catching promotional images or video
- Compile a compelling and succinct media release to send to journalists, media outlets, venues etc.
- Think of your hook! Why do people want to come to your event?
- Develop a strategy and timeline around how you will reach your audience including a social media strategy (Facebook, Twitter), e-communications (emails), print (posters, flyers), website, blogs, online listings, etc. You don't have to utilise all the mediums – choose one or two platforms and do it well!
- Bring someone onto your team who can focus on marketing and publicity. It's a lot of work and you'll be busy producing your event!
We encourage you to develop a detailed marketing plan, so we have created an extensive Marketing and Publicity Guide. This will give you all the info you need to launch a stellar marketing and publicity campaign. Check it out below:
Advertise in the Midsumma Printed Program Guide
As a Midsumma Festival Producer, you receive a 20% discount to advertise your event in the Midsumma Festival Printed Guide. The program guide will be launched in November 2022. The deadline for all advertising inquiries will be 22 August 2022.
Head to the Advertise tab in Eventotron to view rates and specs, or email [email protected] for more information.
Midsumma's media partners offer special rates for Midsumma events:
- Mr Moto Flyer printing and distribution, email Mark via [email protected]
- JOY 94.9 radio station have kindly put together a heavily discounted promotional package for Midsumma Festival events. The cost is very modest at $300 to recognise the limited income of independent artists.
For venues that wish to promote shows we have a similarly discounted package which costs $1,000.
Both packages are one week bursts with a mix of on air and digital messaging, as well as interview opprotunities. Email [email protected] to express your interest
Here's a couple of Melbourne based PR teams you may like to engage for your own publicity:
SASSY RED PR
Sassy Red PR is a Melbourne-based publicity business that was created with a strong focus on working with independent artists and companies, not for profit, and other small to medium arts organisations.
Encore PR are all about getting you noticed by the media – magazines, newspapers, radio, online and TV.
Lynda Buckley, Encore PR
If early on you plan how you are going to spend your money, there won't be any nasty surprises further down the track.
The best advice we can give you when looking at funding is to start early! Many funding rounds close three months before they notify you of an outcome, so be sure to plan ahead!
Also remember that Midsumma can in some cases auspice your funding application, if you are not a registered not-for-profit. Contact our office if you'd like to discuss this further.
Check out Sassy Red PR for some great tips on Grants, Support and Funding Resources.
Go to our list of grant sources to get a taste of some of the funding opportunities on offer:
If you are running short on time and you've missed out on funding rounds, you might think of options such as crowdfunding, donation campaigns or even sponsorship.
Crowdfunding is an online fundraising campaign for a specific project where you raise money directly from your network. You set a fundraising target, people pledge an amount that they would like to give – usually in exchange for some form of reward – and the amount pledged is remitted to you if the target is reached. Read Crowdfunding Basics for more about crowdfunding.
Some crowdfunding and donation platforms to check out:
- Pozible - Pozible is an Australia-based crowdfunding platform and community-building tool for creative projects and ideas.
- Go Fund Me - Over $3 billion raised for personal causes! GoFundMe is a fundraising website to raise money online, often utilised for social causes.
- Indiegogo - Indiegogo is where entrepreneurial projects come to life – amplified by a community of backers who believe the world benefits when every idea gets an equal opportunity.
- Australian Cultural Fund - The Australian Cultural Fund is a fundraising platform for Australian artists, managed by Creative Partnerships Australia. This platform is not a reward based approach and every donation above $2 is tax deductible.
Sponsorship is when a company gives you support (cash or in-kind) in return for recognition. There are a number of different types of sponsorship such as major partners, small cash sponsors and in-kind supporters. For all partnerships, you need to consider how this will be a mutually beneficial relationship and what the association means for both parties.
Major Partners: These take time, are often difficult to secure and work best when they are a meaningful reciprocal relationship. If you see a compelling alignment with another organisation, have access to a contact and a long lead-time...go forth!
Small cash: These types of sponsorship arrangements are easy to negotiate and are more likely to be with companies who have the flexibility to approve cash support on short timelines. What contacts do you already have in small businesses? What organisations share your values? Is there a thematic link between the project and a particular organisation? Think creatively...
In-kind: This is when a company or individual provides goods or services as opposed to cash. Consider what your project requires. Are there opportunities for a company to support you by providing something that you have already budgeted for? Do you need specific equipment for your event? Could a marketing or printing company provide services pro-bono?
Further Tips and Resources
- Creative Partnerships Australia: Sponsorship 101
- Circuit West: ‘How To' for Corporate Partnership and Sponsorship Proposals
- The Financial Times: Corporate arts sponsors' cash earns perks and mutual benefits [possible paywall]
Please note: All sponsorship arrangements are between the Producer and Sponsor. Midsumma is not liable for any dealings and cannot guarantee any benefits from the festival.
It's important that you are across your safety and legal obligations as a producer. Here are a few things that you might want to think about.
COVID Safe Plan
It is extremely important to work with your venue to ensure you are following all the necessary COVID safety requirements. You may be required to create a COVID Safe Plan for your event in collaboration with your venue. Have a look at The Victorian Government's COVID Safe Plan resources and start preparing now.
- Live Performance Australia: Guidelines for COVID Safe Auditions, Rehearsals and Performances (PDF)
- Arts Law Centre of Australia: COVID-19 FAQs for artists
Download our Risk Assessment Template, we highly recommend that you complete this in the lead up to your event.
- Do you need a participant/artist agreement? Download an example Artists Agreement
- Do you need a venue agreement? Download an example venue agreement.
- Are your team over 18 years old and are you paying them more than $450 (before tax) in a calendar month? Then you might be legally required to pay them superannuation. See the Arts Law Centre's Information Sheet for more information.
- Are you likely to pay more than $7,500 per financial year in rateable remuneration (fees for your team)? Or do you have apprentices or trainees? Then you might be legally obliged to take out a WorkCover policy. For more information see Worksafe's Insurance obligations for employers.
- Have you got public liability insurance? This is insurance that protects you should a general public member sue you for injury. Midsumma requires you to have public liability insurance. Some providers of public liability insurance include Duck for Cover, Allianz and GIO.
- Would you like someone else to handle all the finances, payroll, superannuation, WorkCover and other administration of your event? Contact Auspicious Arts.
- Are you playing music which is under copyright during your event or in the area in which your event takes place? Then you will need an APRA/AMCOS licence AND a PPCA (Phonographic Performance Company of Australia) licence. If you want to make the most of live streaming, see the Live Streaming Best Practice Guide from Music Victoria.
- Are you looking to screen, perform, replicate, copy or modify an existing song, play, film or something else that is copyrighted? Make sure you have obtained the rights through the appropriate artist or agent and familiarise yourself with the Art Law Copyright Overview.
- Do you need advice from a union? Check out Media Entertainment & Arts Alliance (MEAA).
- Do you need to know the award rates for touring, guidelines around child employment, codes for Outdoor Events, etc.? Check out Live Performance Australia or National Association for the Visual Arts (NAVA).
- Do you need to know about unfair dismissal, fairness in the workplace and more? Visit the Fair Work Commission website.
- Have you got questions that are specifically about the arts and the law? Arts Law is an excellent starting point.
This information is not intended to be a replacement for seeking legal advice. The information is only a starting place for your research into your rights and obligations under the law.
When producing an event, it's important that you consider your future as a practitioner and whether you would like to present this event again.
It can be challenging to think about the future while you are focused on producing your current event but it's essential in order to sustain your practice.
Read Touring and Future Presentations to think about how to tour your work and how to make long-lasting connections for your practice, and check out our LGBTQIA+ Festivals page to see when other queer festivals are occurring around Australia.
Read the Live Performance Australia: COVID Safe Touring Guidelines (PDF) if planning to tour your event during the pandemic.
Next Step - Marketing and Publicity
To assist your event with cutting through the media and gaining the maximum amount of exposure possible, Midsumma Festival has put together this resource for you.
Midsumma Year Round
Want to know what else we do (apart from run a fantastic arts festival each year, of course)! Check out our mentorship programs and year-round activities.