The Conducttr Conference 2014

Jonny Virgo

How to turn creative passion into revenue

@jonnyvirgo

#cdttr2014

WHO AM I?

Jonny Virgo

Rapper & Author (Jogging & Dogging).Rum enthusiast.Part-time creator- very precious.Short-attention span.Pretty slack about details.

www.jonnyvirgo.com

What is City of Conspiracy?

A multi-platform experience fusing the mechanics of a thriller with the immersive and disturbing mannerisms of the conspiracy-theory culture that is a widespread feature of popular consciousness. All in the aim of good, old-fashioned entertainment.So far it has featured:

• A series of novels. • A series of immersive theatre events, detailing sub-plots in the first novel tentatively

entitled “Sherlock Delgado and the Illuminati Bitches”. (January 2015)• Albums of rap music written from the perspectives of the characters in the story-world.• A conspiracy-themed walking tour, involving scenes in the novel.• A text based pitch-game allowing faux ‘big shots’ to simulate investment in Illuminati-

owned companies.

What was I trying to achieve?

Initial goals

• £10,000 revenue

• Increased presence and visibility

• Learning new skills

• Create some innovative IP.

How did it happen?

Timeline

1996 Wrote first (unpublished) novel which featured same themes, character archetypes and idioms.

2009 I left the SuperBlondes.2010 I left my band Works in Progress.2011 I had my first ‘what if?’ moment concerning the project.2012 Play-tested a version of a street game that was linked to City of Conspiracy

off the back of a Gumtree ad.2013 1st round of immersive theatre event at the Brunel Museum.2013 Groupon called (followed by Amazon Local, Time Out, Travel Zoo and some

others I haven’t heard of).2013 1st round of walking tours.2013 2nd round of immersive theatre events.2014 Redevelopment.

The conversation.

The plan.

Serial fiction.Staggered release of material.Short time span. (Time limited).All in world.

The ad.

Testing.

Hmmmnnn!

Writing.

Initiation

Tours.

Illuminated.

?

What were the challenges?

Lack of logistical experience.Unreliability of collaborators.Desire of the audience for more content than I had.Lack of strategic thinking after the project changed direction.Perfectionism.Lack of recording systems early on.Lack of strategic input from hefty partners.

But NOT money.

What’s next?

-Release of re-jigged novel.-Series of street games.-CYOA fiction in story world.-Organised release structure for music.-Augmented reality elements.-A venture into the tourism market.-Provision of interactive events fortraining in forensic science.-Non-fiction e-books.-Documentary