Special Festival Attractions: Booking Non-Musical Talent (Comedians, Speakers, Performers)

Introduction: Expanding the Festival Experience

Modern festivals are no longer just about music. Organizers around the world are enriching the festival atmosphere by adding non-musical attractions – from comedians and motivational speakers to magicians and performance artists. These special attractions can broaden a festival’s appeal and give attendees a chance to experience something different during the event. In fact, more and more festivals are adding these “non-music” acts alongside the musical line-up (www.bbc.com). However, integrating non-musical talent into a music-centric lineup requires careful planning. The seasoned festival producer knows that booking a band and booking a comedian or speaker are two very different challenges. This guide provides practical advice on how to successfully weave non-musical talent into a festival, ensuring these acts shine and contribute to an unforgettable attendee experience.

Booking Non-Musical Acts vs. Bands

Booking a stand-up comedian or a keynote speaker is not the same as booking a rock band. Different talent pools and booking channels often come into play:

• Agencies & Representation: Many comedians and speakers are represented by specialized talent agencies or speaker bureaus, not the typical music booking agents. An organizer may need to build new industry contacts – for example, reaching out to comedy-specific agents or celebrity management for speakers – rather than relying on their usual band booking network.
• Negotiating Fees: Fee structures can differ. A mid-tier comedian might command a fee lower than a comparably popular band, meaning your budget can often stretch further with comedy acts. On the other hand, a high-profile celebrity speaker or famous comedian may require a significant honorarium or travel accommodations. Always clarify what the fee covers (performance, rehearsals, meet-and-greet, etc.) and whether they need special travel or lodging arrangements separate from your typical artist hospitality.
• Rider & Technical Needs: Bands often have detailed technical riders for instruments, backline, and staging. Non-musical acts usually have simpler (but just as important) needs. A comedian might request a good quality sound system, a stool, and proper stage lighting, while a speaker might require a projector or video screen for a presentation. Magicians or performance artists may have unique prop or staging requirements (e.g. rigging points for an aerialist, or a secure, close-up space for magic tricks). Understanding these needs upfront is crucial – their riders will focus more on A/V, stage setup, and environment rather than large musical equipment.
• Scheduling & Duration: Bands typically play sets anywhere from 45 minutes to 2 hours. Comedians and speakers often perform shorter sets or talks. A stand-up set might be 20–30 minutes at a festival (versus an hour-long solo tour show), and speakers or panel discussions might run 30–60 minutes. This difference affects how you slot them into the schedule; you might book multiple comedians back-to-back to fill a time block, or schedule a single keynote speaker in a special one-hour slot.

Scheduling and Placement: Right Act, Right Stage, Right Time

When adding non-musical acts, where and when they perform can make or break their impact. A lesson learned by many veteran organizers is that context is everything for these acts:

• Dedicated Stages or Tents: The most successful festivals often give comedians and speakers their own stage or tent, creating a controlled environment. For example, a comedy tent can provide a club-like atmosphere – enclosed space, seating or shaded areas, and focused attention. This setup isolates the performance from sound bleed and distractions, which is essential for acts like stand-up comedy that rely on audience focus and audio clarity. Festivals like Latitude in the UK have had a dedicated comedy stage for years, and Bonnaroo famously grew its Comedy Tent from a small 500-seat affair to a 1,200-seat air-conditioned venue as demand grew (www.avclub.com).
• Avoiding Schedule Conflicts: Don’t schedule a comedy set or speaking panel opposite your loudest or most popular musical acts. Trying to tell jokes in a tent next door to a blaring electronic DJ set is practically a recipe for disaster. Similarly, putting a thoughtful speaker on stage while a major headliner performs elsewhere will likely thin out their audience. Plan slots for non-musical content during times when they won’t be drowned out – for instance, early afternoon when attendees need a break, or late at night after the main stage music has wound down. Some festivals program comedy in the late evenings as late-night entertainment, once the big musical performances have ended, giving night owls a reason to stick around.
• Matching Venue Size: Don’t put a comedian on the massive main stage at 2 PM to face a vast, scattered crowd that’s not paying attention. Comedy and talks generally work better in more intimate settings. A tent that fits a few hundred to a couple thousand people (depending on your festival size) is usually ideal. If using an open-air stage, consider providing seating at the front to encourage people to stop and engage rather than just wandering by. The goal is to ensure the act has an audience that is actually there to watch them – quality of audience engagement matters more than sheer volume of passersby.
• Order and Flow: If you have multiple non-musical acts, pay attention to the running order. It often works to build up to bigger names. In comedy showcases, for example, lesser-known comics go earlier and a headliner comedian closes the session. This prevents a scenario where a huge name finishes and everyone leaves—sparing the next act from playing to a half-empty tent. For speaker panels, if you have a highly anticipated celebrity speaker, avoid placing another talk right after it in the same venue without a break – attendees might need time to exit and newcomers to enter, or the next speaker could start with a half-empty space as audiences transition.

Technical Requirements and Setup

Non-musical performances might look simple on the surface – just a person on stage talking or performing an act – but they have their own critical production needs:

• Sound Quality: Clear, intelligible audio is paramount. Ensure your sound team prioritizes vocal clarity for these acts. This means using appropriate microphones (a sturdy handheld mic for comedians who like to move around, or a lavalier/headset for a speaker who needs hands free, for example) and tuning the PA for speech frequencies. Unlike concerts, where music can mask some imperfections, spoken word acts suffer immediately if the sound is muddy or too quiet. Do a thorough soundcheck and have a dedicated audio engineer manage these sets, as the dynamics of one person speaking are very different from a full band.
• Visual Aids and Video: Depending on the scale of your event, consider video screens or projection for non-musical stages. If a comedian is performing to thousands of people, giant screens can project their facial expressions and gestures to the back of the crowd – much like at a large comedy theater show. For speakers or panels, screens are often needed for slides, video clips, or simply to help those far away see the speaker. Make sure you discuss any multimedia needs in advance: does the speaker need to plug in a laptop for a presentation? Will a magician want to show something on a screen? Arrange for those technical capabilities (projectors, confidence monitors, clickers, etc.) and have a technician on hand to assist.
• Staging and Ambiance: Create a stage setup that suits the act. A bare stage with a spotlight works great for stand-up comedy – it keeps focus on the performer. You might provide a high stool and a small table with water for comedians. Avoid cluttering the stage with leftover instruments or equipment from a band, as it can be distracting and unprofessional for a lone performer. For panel discussions, set up couches or chairs and a coffee table so it feels like a talk show or a fireside chat – this invites the audience into a conversation. Lighting also matters: faces of performers should be well-lit (audience needs to see a comedian’s expressions), but avoid blinding white lights on a video screen if one is behind them (it could wash out projection content). Atmosphere counts – a quiet, enclosed space with dimmed audience lighting will help focus attention on a comedian or storyteller, whereas an open bright environment makes it harder to captivate the crowd.
• Special Equipment: If you book niche performers (e.g. a magician, juggler, or dance troupe), verify any special equipment well ahead of time. Do they need a certain stage dimension cleared of all other gear? Is there any safety equipment required (like mats, harness points, or a fire extinguisher on standby for a fire performer)? Make sure your production schedule accounts for any setup and teardown time these acts might need. For example, a magician might need a few minutes to set up their props or an illusion apparatus, or a troupe might need to test a rig for an aerial performance. Build those buffer times into your schedule so everything runs smoothly.

Diversifying Content to Broaden Appeal

One of the big advantages of adding non-musical talent is broadening your festival’s appeal. Different types of attractions can engage attendees in new ways and even draw in people who might not attend purely for the music:

• Attracting New Audiences: A comedy lineup or a famed guest speaker can become a selling point on its own. Some attendees might buy a ticket because they’re fans of a particular comedian appearing at your festival, seeing it as a two-for-one experience (music + comedy). Pop culture and multi-genre festivals have leveraged this for years – for instance, a pop culture festival might feature celebrity Q&A panels or film screenings alongside concerts, attracting fans of those actors or genres as well as music lovers.
• Enhancing Attendee Experience: Even for the core music fan attendees, having a variety of entertainment provides a welcome change of pace. After hours of dancing or standing at stages, festival-goers appreciate options to sit and be entertained in a different way. A midday humor break with comedians or an inspiring talk by an expert can refresh the crowd’s energy. It’s not uncommon to see a comedy tent full of people resting on the grass, laughing and recharging before heading back out to the next music set.
• Family-Friendly Options: Depending on your festival’s demographic, adding non-musical acts can make the event more inclusive for all ages. For example, a magician or a circus performer in the afternoon might delight families and kids at a festival that welcomes all ages. If you do cater to families, ensure the content and scheduling reflect that (daytime slots for kid-friendly acts, and perhaps more adult-oriented comedy later in the evening when younger attendees have left or are in bed).
• Cultural and Local Elements: Non-musical talent can also help showcase local culture or unique themes. At a regional festival, you might include local storytellers, poets, or cultural dance troupes. These performances can deepen the festival’s connection to its setting and community. They might need slightly different handling (e.g. a dance troupe may need a certain floor type or stage size), but they add rich texture to the event’s programming and can engage community partners or sponsors.

Promotion and Communication

Adding special attractions is only effective if your audience knows about them and shows up for them. Marketing and on-site communication should highlight these non-musical offerings:

• Billing and Lineup Visibility: Include your comedians, speakers, and performers in the festival lineup announcements and promotional materials. If they are notable names, don’t hide them in the fine print – feature them in posters and social media posts. For example, if you’ve booked a well-known comedian or a popular podcast host for a live session at the festival, treat that as a minor headline in itself. This signals to potential attendees that your festival offers more than just music and might tip undecided visitors in your favor.
• Explain the Experience: In your marketing copy, paint a picture of these attractions. Some music festival audiences might not initially realize how a comedy tent works or why a speaker is part of the event. A brief description like “Late-night Comedy Tent featuring XYZ – unwind with top comedians after the main stage closes,” or “Daytime Speaker Series on our Culture Stage – intimate talks and Q&As with creators and thinkers,” helps attendees understand what to expect and get excited about it.
• Program Scheduling Info: Once on site, make sure festival-goers can easily find when and where these acts are happening. Use your festival app, schedule handouts, and signage to clearly mark the times and locations for the comedy shows, panels, or special performances. Often, attendees will plan these into their day when they see it listed. If there’s a particularly high-demand speaker or comedian, consider ticketed entry or a reservation system for that session to manage crowd size – and communicate the process clearly beforehand so fans aren’t caught off guard.
• Targeted Outreach: If your non-musical acts appeal to a specific niche (for instance, a gaming YouTuber doing a live show at a primarily music festival), reach out to that niche. Coordinate with the act to promote to their fanbase, or engage relevant community groups and forums. This can bring in new attendees who might not have come for the music alone, and it ensures that the act has a core audience present who is enthusiastic to see them. Success story: A festival once booked a famous chef for live cooking demonstrations alongside indie bands – by promoting in foodie circles and on the chef’s channels, they drew a crowd that not only loved the food demos but also discovered new music at the festival, creating a win-win cross-pollination of audiences.

Lessons Learned: Successes and Pitfalls

Drawing from years of festival production experience, here are some real-world lessons learned about incorporating non-musical talent:

• Case Study – Comedy Timing Gone Wrong: At one outdoor festival, organizers scheduled a rising comedian on the main stage early in the afternoon, right after a loud rock band. The result was less than ideal – many in the audience drifted away for food and rest, and those who stayed struggled to hear the jokes over residual noise from other areas. The comedian’s pacing was thrown off by the vast, open space and lack of crowd energy. The lesson? The environment wasn’t set for comedy. The next year, the festival built a small tent stage for comedy and spoken word acts, scheduled them in the early evening with no competing music nearby, and saw a complete turnaround: packed seating, engaged laughs, and a happy performer. It reinforced how vital the right timing and setting are for these acts.
• Case Study – Big Name Speaker, Big Success: A pop-culture oriented festival once landed a well-known actor-turned-tech-entrepreneur for a speaking slot about creativity and innovation. Anticipating huge interest, the organizers promoted it heavily as a festival highlight (almost like an additional headliner). They scheduled it during a late-morning lull in the music (so no major band was on stage at that time) and in the second-largest tent to accommodate a big crowd. The result was standing-room only, with an audience that included people who had traveled primarily to see this talk. The festival gained press coverage in tech and culture outlets, reaching beyond the typical music press. This success showed how a carefully chosen non-musical act, given proper billing and a prime slot, can elevate the festival’s profile and draw in new attendees.
• Flexibility and Backup Plans: Not every experiment will work perfectly. Sometimes a performer cancels last-minute or an act doesn’t resonate as expected. Seasoned producers always have a backup plan: maybe an emerging comedian from the roster can do an extra set if another cancels, or a DJ can fill in with a daytime lounge set if a speaker’s flight is delayed. Having a bit of flexible programming or filler content (like festival MCs ready with audience games or announcements) ensures that an unexpected gap doesn’t dampen the mood. For example, when one scheduled panel at a festival had technical issues with a video feed, the organizers quickly pivoted by having a moderator host an impromptu Q&A with audience members for 15 minutes – keeping folks engaged until the issue was resolved.
• Know Your Audience: A key failure to avoid is booking an act completely mismatched to your crowd. If your festival audience is, say, primarily there for underground electronic music, a mainstream stand-up comedian with a very different vibe might flop (and vice versa). It’s wise to gauge audience interest – even informally via social media polls or past feedback – before committing to a non-musical booking that constitutes a stylistic gamble. When done right, adding special attractions should feel like an organic extension of your festival’s identity. When done poorly, it can feel forced or be met with indifference. Tailor selections to complement your event’s theme and the tastes of your attendees.

Conclusion: Enriching Your Festival’s Lineup

Incorporating comedians, speakers, and other performers into a festival lineup is a powerful way to enhance the attendee experience and stand out in a crowded market. By learning from seasoned festival professionals – understanding the distinct booking processes, scheduling with intention, providing the right stage conditions, and promoting these acts properly – organizers can avoid common pitfalls and create memorable cross-genre moments. The next generation of festival producers can take heart that even small additions, like a local comedy showcase or a daytime workshop, if planned well, can yield huge gains in attendee satisfaction.

Diversifying talent requires extra effort and coordination, but the payoff is a richer, more vibrant festival atmosphere. Attendees will remember that at your festival they not only danced to great music, but also doubled over with laughter, learned something new from a speaker, or were awe-struck by a magician’s trick. Those memories and the sense of discovery will keep them coming back. As festivals continue to evolve into all-encompassing cultural events, the savvy producer treats music, comedy, art, and beyond as parts of one cohesive experience – orchestrated to leave the crowd inspired, entertained, and eagerly awaiting what surprises the festival will bring next time.