Today, I sent out a rare thing — a “no.” A polite, considered decline to a performer who had taken the time to reach out to Theatre Village about their show at the Edinburgh Fringe.
I could have ignored the email. That would have been easier. Many publications do, and I understand why — inboxes are flooded at this time of year, and reviewers are only human (often unfunded, overstretched, and trying to stay afloat without a team or a paycheck).
But when someone takes the time to craft a press release and share their passion, I believe it deserves a moment of attention. And in this case, having read the material, I made a difficult decision: the show wasn’t the right fit for Theatre Village.
I wrote a kind response, thanking them for their interest, acknowledging the effort, and explaining that it wasn’t something I would be able to cover this year.
The reply I received was… not so kind.
It was curt, dismissive, and almost mocking of the decision. And to be honest? It stung a little. They had the audacity to mock another show too.
It’s an odd position to be in. If I don’t reply, I’m seen as rude. If I do reply but decline, I’m met with anger or sarcasm. It’s a no-win situation at times — and yet I still try to reply. Why? Because I respect the artists who bring their work to the Fringe. Because I know how much heart and hustle goes into every production.
But here’s the thing: Theatre Village is a personal project. I’m not funded by a trust. I don’t take advertising. At its core, this site is a passion-driven platform built around stories I believe in — work that speaks to the ethos of the blog.
To the performer who was disappointed by my reply — I hear you. I can imagine how hard it is to face knockback after knockback from press, reviewers, producers. It takes tremendous courage to bring a show to the Fringe. Every “no” can feel personal. But please know: it isn’t.
One reviewer not choosing to cover your show doesn’t mean it has no value. It just means it’s not the right match for them. Someone else might absolutely love it. Your audience is out there.
And remember — at the Fringe, you’re never more than one glowing audience member away from a sell-out streak. Word of mouth is powerful. Sometimes it’s not a press quote that fills the house, but a stranger’s recommendation at a bar or a tweet from someone you’ve never met.
So, to all performers: when the answer is “no,” try not to take it to heart. This is not a rejection of your worth. It’s simply a reviewer making a tough call in an overwhelming sea of choice.
You belong at the Fringe. Keep going. Keep believing. Find your audience.
And maybe… reply with kindness.
With admiration,
Theatre Village
P.s. Grace wanted a word too:
A final word from Grace Hatchell, your trusty satchel-swinging theatre scout:
Look, I get it — a “no” can feel like a sock to the gut (and not the jazzy, glittery kind). But chin up, darling! The Fringe is a wild, glorious jungle of talent, and your tribe is out there. Sometimes it just takes a little longer to find the reviewers who vibe with your vision. Don’t let one closed door stop you from dancing through the next open one. And remember: Theatre Village sees a lot, but we’re just one village in a very big city. Keep the sparkle in your step and the show in your soul — I’m rooting for you. Always.
With love and a side of sass,
Grace 💌
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