The Business of Comedy is no Funny Business

I’ve always wanted to be a successful businessman, but I’ve never really thought about myself that way.? Not until someone pointed out that I’ve been in the business of comedy for more than 30 years.? It may not be the traditional business of going to a high-rise office with a briefcase but it’s my business and I wouldn’t want any other.

When people ask me what I do for real work and how I actually make money, I always stifle a giggle. It’s comedy my cousin.??

There has been a comedic revolution in South Africa and the scope for comedians to make a really good living, see the world, have incredible experiences and meet fantastic people all the while meeting monthly bills, is enormous.

Because South Africans need a reason to laugh and not to cry, comedy is considered an essential commodity.? With escalating crime, an economic downturn, political instability, general depression and conflict every which way you turn, people need comedic relief.? Those who aren’t looking for reasons to laugh are leaving the country in droves.? I make it my business to make people laugh and I’m running a very successful business doing it.??

Getting into comedy wasn’t easy and staying in demand is even more challenging, the tidal wave of competition is tougher than you can imagine.?

The pressure placed on comedians is unique.? It’s not like being a musician who is able to belt out the same song for years on end, or an actor who can still deliver his lines on an off evening.? Comedy is different.???

Comedians are expected to constantly deliver new material.? They can’t tell the same joke twice and can’t tell one that is even vaguely similar to another comedians sprouting.? And if you’re not good even once, everyone remembers.? With the advent of social media, everyone also gets to hear about it. The list of don’ts is infinitely longer that the all-important to do list - make people laugh.? It’s like being on a high wire, where the audience expects your delivery to be forever flawless.??

Comedy is a serious business. There are high stakes involved and it’s a complex environment.? The risk is high and the conflict is intense.? Reinvention and the ability to evolve with the times is the cornerstone of my success.?

It’s not just about jumping up on stage in a pub anymore.? The scope of comedy and its divergence into film, commercials, books, social media, stadium events, corporate showcases, memorabilia, clothing, music and much more has exploded.??

Comedians are now in demand as brand ambassadors, voice-over artists, peacemakers, actors, industry leaders, script producers, entertainment brokers, writers, digital media content creators, the list goes on.??

When my dear friend Jami Gong moved to Hong Kong from America, he really made his comedy business work – he started Asia’s most successful comedy club, then he started teaching comedy and now he produces the sell-out Hong Kong International Comedy Festival which attracts comedians from around the world. Harith Iskander has done the same thing in Kuala Lumpur and comedy is exploding in Africa too.

In South Africa, comedians such as Joe Parker and Kurt Schoonraad established successful comedy clubs; John Vlismis masterminded the Comics Choice Comedy Awards and Kobus Galloway has published books. Comedy is rocketing to a whole new level with huge stadium public shows and local talent being headhunted for international TV and festivals.? These are truly exciting times for South African comedy.?

Everyone enjoys a different type of comedy and as a comedian you need to find your niche.? My mentor told me many years ago to keep it clean and you’ll always be on the scene.? That’s worked for my business.? But many other comedians enjoy politics, satire and the thrill of shocking.? It works for them and good luck to them.? I believe it’s important to find what you’re good at and give it all you’ve got.? I’ve tried running businesses outside comedy, and although each venture has had limited success, Comedy is king for me.? It’s taken me around the world; I’ve made lasting friendships, worked alongside truly talented individuals and let me live a very comfortable life.??

It may look glamorous but as charmed as the life of celebrity looks, it’s never perfect.? I suffer from depression, but I’ve taken that weakness and made it work for me.? Over and above doing public shows, working at corporate events and auctioneering, I now also present a motivational talk where I talk about what being successful means to me and how the definition of success means different things to different people.??

Social media has definitely changed and assisted the growth of comedy and the business attached thereto.? Comedy exports like Trevor Noah and David Kabiga have been catapulted into the limelight and are constantly in the news.? ? Social media has empowered these social commentators and they continue to break ground and re-invent the comedy landscape and explore and invent new business opportunities.

Big businesses like to get involved with comedy ventures as sponsors – look at all the opportunities the introduction of Comedy Central Africa Channel has brought since it was launched in South Africa. ? Big business like Vodacom and Savanna are always keen to be linked to comedy especially since sales at comedy clubs, shows and movies are up.?

My mate comedian Mike King has made it his business to use his comedy talents to help address the suicide problem in New Zealand.? Using his comedic talents and personal experience with depression, he addresses school groups on this very serious issue.? I’m so proud of him and the huge impact he is making to thousands of young peoples lives.?

Lessons I’ve learnt about the comedy business include, harness the power of social media; be creative, inventive and brave.? Ask for help when you need it, always want more and invest your energy in what you are good at. Oh, and be accessible to be people who have helped you be where you are, make time for your fans, journos, and those starting out in the field.

Enough is never enough.? Each time I’ve said, if only I could win that award, I’d be satisfied.? If only I could perform on that stage, I’d be content. But it never comes.? Traditional businesses may find it easier to set a business goal and accomplish it.? But with comedy it’s really hard.? You can never say, that’s it, I’ve done it and am satisfied.??

For me, there is nothing that beats the feeling that comes from making people laugh, having them clap, scream and even pee in their pants a little!? Filling a venue and getting a great review are like a high for me.? Selling a DVD or just being asked for an autograph make me walk on air.? On the flip side, after the thrill of a show, sitting in an empty hotel room can make me cry.

My advice for anyone entering the comedy business is to put on your big girl panties and never look back.? Keep reaching for the stars and doing what you do best, there is no business like show business!