We recently connected with Justin Clarke and have shared our conversation below.

Alright, Justin thanks for taking the time to share your stories and insights with us today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. So, we’d appreciate if you could open up about your growth story and the nitty, gritty details that went into scaling up.

When I first started exploring the world of the theatre industry, it was on the stage as an actor before exploring what went on behind the scenes as a stage manager and director. A lot of this was done in the independent and community theatre sector. But I always had a desire to see more and support more. I wanted to be a voice in the industry itself.

In creating Theatre Thoughts, I wanted to be seen alongside the big names of theatre reviewing and critique. I admit, there was an inherent evidence of ego at the base of this, probably stemming from my love of acting and all that comes with seeking that rush of applause. Then, my thoughts shifted towards amplifying the voices of those telling their stories.

At the beginning of starting an online site, I basically needed to learn a media marketing degree without studying at a college or university. This was in 2021 as the lockdown laws started to ease. Since then, I feel that I have completed the equivalent of a degree in marketing purely based on hands-on approaches to establishing Theatre Thoughts. This included understanding graphic design on Canva, how algorithms work and change on platforms such as Instagram and Tik Tok, the importance of having a strategy in place, and how to be a loud voice in the industry.

I started to be bold in scaling up my approach and reaching out to people in the industry and finding something that made Theatre Thoughts both unique and interactive. Hence the start of the Theatre Thoughts Podcast which has indeed connected me with a wide variety of amazing artists and talent across the theatre sector. But then comes the question, okay, what’s next? What’s managebale and what is able to be monetised? That’s always the next step for me, how I can go bigger? How can I reach a wider audience?

There is definitely a wall that you hit in the independent sector of theatre, especially when establishing yourself against the giants of media in which you don’t have the funding for. There’s only so much free things you can do with your time. So trying to find what is important, what is enriching, and what is fulfilling for me is probably always going to be my biggest hurdle to overcome.

Justin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am the creator of Theatre Thoughts Australia, an independent theatre review site that aims to promote the theatre industry through reviews, news, interviews and features across the entire sector. With a keen interest on supporting voices in the independent sector, we have teams in both Sydney and Melbourne that review a wide variety of productions. I myself am the editor-in-chief, content creator and coordinator of our podcast and social media content.

What makes Theatre Thoughts stand out from the crowd is our underdog attitude and passionate support for the independent sector of theatre in Sydney and Melbourne. Yes we also chase the highs and stardom of the mainstage, but the real passion comes from supporting the independent sector of the theatre world, which feeds into the mainstage. Investment in the arts is at the core of everything we do.

What I am most proud of when it comes to Theatre Thoughts is the audience and connections that I have established through networking and supporting theatre in a range of genres, forms and mediums. In doing this, my most successful story has been the crazy highs of interviewing guests such as Wicked’s creator Stephen Schwartz and seeing our words quoted on advertising posters for mainstage musicals.

We’d love to hear the story of how you built up your social media audience?

I think the main launching point for this in first understanding what an algorithm is and also creating a consistent posting schedule. My idea was that being loud was being seen, so I took this idea and I ran with it.

The first point of call was learning how to use Canva and understanding the importance of a consistent design on social media. I researched how to start a consistent media campaign and read books on marketing and starting social media sites. The important rule was not to spread across multiple platforms, but instead master one.

The second most important thing that I learned was to interact with other creatives similar to my own audience on the platforms I was focusing on. Being interactive and focusing on building a network really helped our visibility and prescence online.

What’s the most rewarding aspect of being a creative in your experience?

I think the most rewarding aspect is finding your community. Finding your place in the scene and saying, ‘This is mine, this is where I belong’. Finding that community where your passion can thrive with like-minded and supportive artists and creatives like yourself is perhaps the most rewarding aspect. It really helps you to feel like you belong and that you and your voice matter.

Contact Info:

• Website: https://www.theatrethoughtsaus.online/
• Instagram: @theatrethoughtsaus
• Linkedin: https://www.linkedin.com/in/justin-clarke-670273243/
• Youtube: https://www.youtube.com/channel/UCR93_M-PPoNEGtRSc23sq4g
• Other: https://open.spotify.com/show/4KplqN1K1uPCSaK4Frppgf
  https://linktr.ee/theatrethoughts

Image Credits

Headshot: Justin Huntsdale Photography