Commercials, Art, and Magic
Figuring out who we are as an art form
Chris Ramsay and the future of magic
Most of us are already aware that this summer, the olympics of magic, FISM, will take place in Turin, Italy. What you may not be aware of, however, is that there are two new categories being introduced for a potential “world champion of magic.”
The new categories are “Street Magic” and “Online Magic.” While many of us are familiar with examples of the former category, I want to hone in on the latter. There may have been other announcements before this weekend, but I found out about it with Chris Ramsay’s announcement video on YouTube.
At the end of the day, I think this is a positive for magic. I’m a pretty big believer in trying new things and then iterating based on the feedback you get. I don’t think FISM is going to get this exactly right the first time out of the gate, but I think it’s important to have the world championships of magic represent all of magic, and not just the performance styles we know and love.
The world has grown and evolved over the eons, and magic has to do the same thing. At one point, Hofzinser, Robert Houdin, David Copperfield, and and David Blaine all put their stamp on a new era of magic. They changed what we counted as “magic,” and ushered in a whole new generation of performers and copycats who have their own take on this art.
Today’s young magicians are learning magic online like never before. Many of them start with something they learn on social media and progress from there. People like Doug Conn have recognized this and are advocating for higher-level teaching online. Like it or not, magic has moved online.
That doesn’t mean that in-person magic is dead. On the contrary, I think it’s better than ever, and still accounts for the vast majority of magic performed. But, online [video] magic is here to stay. Just as reviews used to be written up in magazines (and still are!), many magicians have opted for video reviews, which opens opportunities for new magicians (like me) to help shape the art.
I want to hear your thoughts about “online magic,” and where you think our art is headed.
We did it!
Speaking of online magic and video, I want to give a heartfelt thanks to everyone in the Erudite Magic community. We just crossed 6,000 subscribers last week, and while subscribers are somewhat of a vanity metric, it’s still meaningful that there are so many magicians around the world who are interested in magic books. I love it!
I’m still planning a big 5th birthday bash for Erudite Magic, and it will be my first ever livestream. I’m planning to walk down memory lane with special shoutouts, guest interviews, live interactions with attendees, and even some giveaways, so stay tuned as I gear up for that in the April/May timeframe.
But sincerely, thank you for being a part of this journey, for reading this newsletter, and for loving magic books. I plan to keep creating and posting content as long as I can help spread the gospel of reading magic books!
Commercial vs. Artistic magic
When I started this week’s newsletter and I was thinking about FISM, it reminded me of the constant debate I’ve had in my own head about magic as art vs. a commercial venture, and I want to put some of those thoughts here for public discussion.
Obviously, many magicians strive for commercial success, but there are many others who pursue magic as an artistic expression. While there are fewer in that second camp (in my opinion), I believe these two paths are not mutually exclusive, and there are things we can learn from both approaches. Regardless of your objective, each camp requires a different approach, mindset, and priority. Understanding these distinctions can help us refine our own magical goals and develop a performance style that aligns with our own vision.
Magic for Commercial Success
Those of us who focus on commercial success prioritize audience engagement (and approval!), marketability, and repeatability. Our goal is to craft performances that consistently entertain, ensuring satisfied clients and ongoing work. Typically, this means the sets need to exhibit some or even all of the following characteristics:
Clarity & Impact: Effects need to be instantly understandable and highly visual. Spectators should grasp the magic without explanation.
Reliability & Practicality: The material must be practical for real-world conditions, such as walk-around, corporate events, and stage shows.
Entertainment: At its core, this is the end goal of a performer focused on commercial success - entertaining the audience - earning their laughter, applause, and amazement.
Marketability: Successful commercial magicians build a recognizable brand, whether through a unique character, a signature routine, or a niche market (e.g., corporate mentalism, cruise ship magic, or family entertainment).
Many of the greats—David Copperfield, Penn & Teller, and Derren Brown—have blended strong magic with theatrical elements, humor, and branding to build careers that extend beyond the magic community. Please note, I’m not suggesting that these performers are devoid of artistic merit - merely that they have achieved commercial success, which was likely what they set out to accomplish.
Magic for Art’s Sake
On the other side of the spectrum, some magicians approach magic as an artistic endeavor, using it as a medium for self-expression, storytelling, and philosophical exploration. This type of magic values creativity, depth, and pushing the boundaries of what magic can be. They typically prioritize the following characteristics:
Innovation & Exploration: Artistic magicians develop original plots, experiment with new methods, or create magic that challenges traditional expectations.
Thematic & Narrative Depth: Magic takes a back seat to storytelling, evoking emotions, or emphasizing non-magic themes.
Aesthetic & Atmosphere: Rather than prioritizing mass appeal, artistic magic often embraces ambiguity, mystery, and beauty.
Performance as an Experience: Artistic magic may sacrifice instant impact for a deeper, more resonant experience, leaving the audience with lingering questions rather than immediate astonishment.
Less Concern for Marketability: Some artistic magicians perform primarily for small, intimate audiences, fellow magicians, or even personal satisfaction, without worrying about financial metrics.
Finding Your Balance
The reality is that magic doesn’t have to be strictly one end of the spectrum or the other. Many of our most respected heroes in the magic world blend commercial appeal with artistic integrity. Dai Vernon, for instance, was a purist when it came to sleight-of-hand, yet his work influenced generations of working professionals. Eugene Burger managed to balance deep, meaningful presentations with practical, audience-tested material.
The key is to ask yourself: What do you want your magic to achieve? Are you looking to book more gigs and build a career? Or are you more interested in pushing boundaries and exploring magic’s artistic potential? Finding where we stand on this spectrum can help shape our approach, whether we’re crafting a commercially viable act or developing magic that speaks to something deeper, something within us that we want to share with the world.
Whatever path you choose, magic remains an extraordinary art form - one that gives us an incredible gift to create wonder, inspire curiosity, and bring a little mystery into the world. So whether you’re captivating corporate audiences or experimenting in your close-up lab, the key in the discussion is to make sure your magic reflects who you truly are. I’m still wrestling with it myself, and I’d love to hear your thoughts on the subject.
Super Bowl Magic
Speaking of commercials…many of us will be watching the big game on Sunday with friends or family, and with some planning, we can be part of the entertainment around the event. Below are a few fantastic tricks that you can perform at your gathering. They’re themed around something in the game, and I’ve performed all of them at one point or another to great success. Try them out and let me know how they work for you!
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