Shona McCarthy, Edinburgh Fringe: Leadership for the performing arts at Sibiu International Theatre Festival

One of the guests at the Sibiu International Theatre Festival (FITS) is Shona McCarthy, the Chief Executive of the Edinburgh Festival Fringe Society. Shona has been an advocate for the Edinburgh Fringe, one of the world's premier performing arts festivals and expos, founded on the principles of open access and freedom of expression. Her extensive career includes leading Derry-Londonderry's transformational year as UK City of Culture, serving as Director of the British Council Northern Ireland, and spearheading Belfast's bid for European Capital of Culture. With over 35 years of senior leadership experience, Shona is a true leader in the cultural sector.

Insightful conversations at Sibiu International Performing Arts Market

At this edition of the Sibiu International Performing Arts Market, Shona also served on the jury for the Pitch Projects. We had an in-depth conversation with her to explore the vision behind one of the world’s most renowned festivals.

The importance of an International Performing Arts Market

For four days, Sibiu becomes the center of networking, hosting formal and informal meetings with performing arts specialists from around the globe. Shona emphasizes that this is an unparalleled opportunity for networking, especially for those looking to expand their horizons, embark on international tours, and gain a broader perspective on the global performing arts market. She highlighted her enduring friendship with FITS, which began at another international performing arts market, where she connected with Vicentiu Rahau. This connection was pivotal in understanding how the festivals operate and collaborate.

The Pitch Project Session

FITS organized its first-ever Pitch Project session, where an international jury selected ten performances. Shona appreciated the flexible selection criteria, which empowered her to choose performances suitable for new audiences. She commended the behind-the-scenes organization, the clarity of project proposals, and the thorough information provided about each performance.

When asked if being a native English speaker was advantageous during the on-site pitches, Shona explained that the essence of each performance transcends language. The message and emotional impact are paramount, sometimes experienced through trailers without subtitles. She stressed that while the presentation is essential for understanding the vision, the actual performance speaks for itself, regardless of language.

Parallels Between Edinburgh Fringe and FITS

Shona noted the similarities between the Edinburgh Fringe and FITS, particularly in the diversity of venues and multicultural performances. The post-show discussions, whether with friends or strangers, enhance the festival experience by sharing impressions and feedback. She also praised the volunteer program at FITS and the financial support from authorities, which she considers significant advantages.

Discussing the festival lineup, Shona highlighted the importance of featuring both renowned artists and emerging talents. This approach ensures a diverse audience, often drawn by specific performances. She cited the example of one-person shows at the Fringe, which thrive on word-of-mouth recommendations despite their modest venues.

Current challenges at Edinburgh Fringe

Shona addressed several challenges faced by the Edinburgh Fringe in the post-COVID era. Financial constraints remain a significant issue, with some companies still recovering from debts incurred between 2020 and 2022. While costs have risen, performers' salaries have stagnated, necessitating a delicate balance between expenses and fees.

She also mentioned the careful consideration required in selecting sponsors, ensuring alignment with the festival’s principles of human rights and freedom of speech. This includes scrutinizing potential sponsors' political affiliations and values.

Sustainability is another critical concern, given the environmental impact of hosting the world’s largest arts festival. Shona emphasized the need for sustainable practices to mitigate the festival’s carbon footprint.

The Festival of Festivals

Edinburgh’s August festival season, branded as the "Festival of Festivals," exemplifies city branding at its best. Seven official festivals transform the city, creating a vibrant, unified celebration. Shona remarked on the local pride and community engagement, essential components of the festival's success.

Shona also discussed the diverse range of performances, highlighting the disparity in arts education between private and public schools in the UK. She underscored the role of cultural managers in creating accessible and inclusive cultural experiences for all audiences, demonstrating that culture is both valuable and enriching, free of charge but also paid, in order to get a diverse audience.

Advice for aspiring cultural leaders

When asked for advice for those starting their careers in the cultural field, Shona emphasized the importance of passion and dedication. Success requires long hours and the ability to navigate both positive and challenging situations. Reflecting on her experience with Derry-Londonderry's City of Culture year, she encouraged resilience and belief in one's vision, regardless of initial skepticism or obstacles.

Shona's journey is a testament to her unwavering commitment to the performing arts. Her insights and experiences offer invaluable lessons for future cultural leaders, inspiring them to pursue their passions with full-hearted dedication.