For Artists & Producers

EdFest is more than a listing site. It is a collective sales and marketing platform designed specifically for the Fringe.

Through EdFest, your show can benefit from:

• A listing alongside shows from major Fringe venues
• A platform built around audience discovery and conversion
• Marketing support through PPC, paid social, retargeting, editorial and curated recommendations
• The ability to add and manage ticket offers
• Access to Love the Fringe, our audience membership and ticket distribution scheme
• 0% EdFest commission when your show takes part in Love the Fringe
• A booking journey that allows customers to buy across multiple venues in one basket
• Lower customer booking fees, with EdFest capped at £5 per transaction compared with other platforms charging up to £9
• Optional customer ticket protection through XCover, helping protect customers and reduce pressure on artists and venues when customers can no longer attend

To qualify for 0% EdFest commission, shows must participate in Love the Fringe by allocating a minimum of 4% of their ticket inventory to the scheme.

The goal is simple: more visibility, more direct sales, lower customer costs, and more control for the people creating the work.

EdFest has been built to support artists, producers and venues by keeping more ticket income within the Fringe ecosystem, while also giving audiences a fairer way to book.

0% EdFest commission on ticket sales through EdFest.com, provided they allocate a minimum of 4% of their ticket inventory to the Love the Fringe scheme.

Customers can also choose optional ticket protection through XCover at the point of purchase. This gives customers extra reassurance if they are unable to attend and helps protect artists and venues by reducing refund pressure on standard ticket sales.

Audiences also benefit from lower booking fees. While other platforms can charge up to £9 per transaction, EdFest caps customer booking fees at £5 per transaction, saving them £4 per transaction.

This means participating shows benefit from a lower-cost sales route, increased visibility, audience development activity and access to the wider EdFest and Love the Fringe marketing ecosystem.

When you claim your show on EdFest, you can take control of how it appears to audiences and make your listing work harder as a sales tool.

You can:

• Add Extra show copy
• Add additional images and video
• Add trailers, sizzle reels and social links
• Add tour dates, line-ups and extra production information
• Create ticket offers (through your red61 reporting site)
• Manage Love the Fringe allocations (through your red61 reporting site)
• Drive audiences directly to your EdFest listing from your own marketing

Your EdFest show page should be treated as more than a static listing. The stronger your content, the easier it is for audiences to discover, understand and book your show.

Our Claim Your Show feature allows producers, performers, marketing teams and PR representatives to manage their own EdFest show pages.

Once claimed, you can improve your listing with richer content, stronger imagery, video, social links and promotional messaging.

This helps audiences make faster booking decisions and gives your show a better chance of standing out in a crowded Fringe marketplace.

EdFest gives participating companies the ability to create and manage their own ticket offers.

These can be used to:

• Boost quieter performances
• Drive early audience momentum
• Support press and word-of-mouth
• Encourage group bookings
• Increase visibility during key sales periods

You can also manage your Love the Fringe ticket allocation directly through your red61 reporting site, giving you flexibility over when and how tickets are made available.

Love the Fringe is EdFest’s membership scheme, designed to help audiences see more shows while supporting artists, producers and venues.

Members receive access to free tickets, exclusive hospitality, fringe bar and ticket offers, discounts and curated recommendations throughout the festival.

For artists and producers, Love the Fringe is a practical way to make better use of available inventory, grow audiences and generate more engagement around your show.

Instead of unsold seats going unused, they can become a route to new fans, stronger word-of-mouth and future ticket sales.

To take part, shows allocate a minimum of 4% of their total ticket inventory to Love the Fringe. This allocation can be managed strategically, allowing you to release tickets for the performances where they will have the greatest benefit.

Shows participating in Love the Fringe also qualify for 0% box office commission on ticket sales through EdFest.com.

Participating shows allocate a minimum of 4% of their total ticket inventory to Love the Fringe.

You stay in control of how that allocation is used. Tickets can be allocated strategically for the performances where they will have the greatest benefit, such as quieter dates, previews or shows that would benefit from extra audience momentum.

Unused Love the Fringe tickets remain available for general sale, so the allocation is designed to support sales rather than remove income-generating capacity.

Taking part in Love the Fringe also qualifies your show for 0% box office commission on ticket sales through EdFest.com.

Love the Fringe helps artists and producers turn unused available ticket inventory into audience growth, visibility and long-term value.

Taking part can help your show by:

• Filling seats that may otherwise go empty
• Introducing your show to new and returning Fringe audiences
• Creating word-of-mouth and audience momentum
• Supporting quieter performances
• Giving your show access to membership marketing and curated recommendations
• Building a more loyal, engaged Fringe audience base
• Qualifying your show for 0% box office commission on ticket sales through EdFest.com

To take part, shows allocate a minimum of 4% of their total ticket inventory to Love the Fringe.

It is about using available inventory more intelligently to grow audiences, support sales and keep more value within the Fringe ecosystem.

The Fringe has no shortage of discounts, offers and competing sales channels. EdFest and Love the Fringe are designed to create a more coordinated approach that gives shows better control over how offers are used.

Rather than discounting tickets everywhere, participating shows can use EdFest and Love the Fringe strategically to support the performances that need it most.

This can help you:

• Drive bookings for quieter performances
• Build early audience momentum
• Reach new and returning Fringe audiences
• Protect the value of full-price sales
• Keep offers focused, controlled and easy to manage
• Benefit from wider EdFest and Love the Fringe marketing activity

By prioritising EdFest and Love the Fringe for offers and allocations, participating shows help build a stronger platform that benefits artists, producers, venues and audiences.

The principle is simple: controlled offers, better visibility, stronger sales.

For 2026, EdFest marketing is focused on measurable sales growth.

Campaign activity will include:

• PPC advertising
• Paid social
• Retargeting
• Email marketing
• Curated recommendations
• Editorial and PR opportunities
• Partner campaigns
• Group booking promotion

The 2026 plan is designed to drive direct bookings through EdFest and increase audience engagement across participating venues and shows.

The more complete and active your show listing is, the more opportunities there are for your production to be included in campaign activity.

EdFest is a shared platform, and visibility is actively managed.

Shows and venues that engage fully with the platform are better placed to benefit from campaign inclusion, homepage visibility, search prominence, curated content, email marketing and editorial opportunities.

In short:

Greater participation = greater visibility = greater opportunity to sell.

To make the platform work harder for your show, we recommend that all participating companies:

1. Claim and add to your show listing
2. Upload strong images and, where possible, video content
3. Add clear copy, social links and tour information
4. Use EdFest links in social media, email campaigns and press activity
5. Add strategic offers where useful
6. Allocate Love the Fringe tickets carefully across selected performances
7. Keep listings updated throughout the festival
8. Add reviews from the media
9. Encourage your audiances to leave customer reviews for your show/s

The best-performing listings are usually the ones that give audiences the clearest reason to book.

We are delighted to offer our '**Claim Your Show**' feature for Producers, Performers and Marketing & PR associates. By claiming your show you can add additional copy, tour dates, line-ups, videos, sizzle reels, social links.

Find out how to claim your show here.

Companies with participating venues can add their own offers straight onto EdFest.com to get more people in to see your show and spread the word about how fantastic it is.

Find out how to add and amend offers here.

Yes. Participating companies can add and manage ticket offers through EdFest. Offers can be used to support quieter performances, encourage bookings and improve visibility.

Participating shows allocate a small percentage of ticket inventory to Love the Fringe. For 2026, this is minimum of 4%, with companies able to choose how and when tickets are released.

Unused Love the Fringe tickets remain available for general sale.

No. The allocation can be managed strategically. You can choose the performances where Love the Fringe tickets will have the greatest benefit.

Based on the 2026 partner plan, EdFest ticket sales are intended to be 0% commission for participating shows, provided that you take part in love the fringe. 

To take part in Love the Fringe, claim your show, or list your production on EdFest, please contact: [email protected]