Lots of Magic in London

London and magicians have long been intrinsically linked, with the likes of Harry Houdini and John Nevil Maskelyne making names for themselves in the big city. However, while magic has continued to conjure its way throughout the capital over the years, it hasn’t been as dominant an art form as back in its heyday.

That isn’t to say London doesn’t still host magic shows. Since the pandemic, shows such as Wonderville, Magic Goes Wrong, The Mind Mangler, Derren Brown’s Showman, and Penn & Teller have graced the city.

Still, magic ultimately feels a little bit on the sidelines – despite many efforts to make it a West End staple. Even in recent years, when big names in the industry have tried to make a runaway magical hit, such as Derren Brown’s Unbelievable, various factors led to these shows closing prematurely.

Nothing has the longevity of, say, Paul Daniels, who played at the Prince of Wales Theatre for nearly two years in the early 80s! Or that of the long-running magic shows of Las Vegas! Or even closer to the UK in Barcelona, where El Mago Pop has built quite the residency.

I do believe that we’re on the cusp of a new golden age of magic in London. It feels as if there’s never been a better time than the present to not only be a magic-goer here but to be a magician as well.

That’s because an impressive number of new and innovative magic shows have recently popped up in and around the West End. It’s currently the last quarter of 2024, and some of the most notable new magic shows that are running in London at the moment include Asi Wind’s Incredibly Human at Underbelly Boulevard, Jamie Allan’s Amaze at the Criterion, Rhythm & Ruse in The Vaults, and The Magician’s Table in… a secret warehouse.

These aren’t just one-off performances or touring shows dropping in and out of town; these are full-on runs. It’s a lot of magic shows to be happening at once, and I think it’s worth talking about.

The question is: why are magicians all of a sudden so keen on taking on the West-End market? And is there something in the air that is not only making audiences want to see more magic shows but also encouraging theatres to book them in?

Furthering Your Career

Well, if the Edinburgh Fringe is the place to start your career, the West End is the place to define it.

Magicians may want to take on London to progress, grow their fanbase, and garner strong reviews that could lead to other ventures beyond the city. Asi Wind is obviously New York-based, so having successfully achieved a 4-star review from the notoriously hard-to-impress Guardian will certainly resonate with his audience back home, now making him not just a renowned magician but an internationally respected one, too.

The same is true for Jamie, who’s built a career traveling the world, performing internationally and on high-end cruise ships. Having a West-End credit under his belt can only be a good thing.

This can also be echoed for the casts of The Magician’s Table and Rhythm & Ruse, who are all professional entertainers in their own right. Being part of a fresh, new, and potentially respected London ensemble is an exciting prospect.

Following The Footsteps Of Others

Next, all of the shows in question have something in common: they’re directly inspired by what’s come before them. It’s as if audiences have been prepped for them without even realizing it.

Take The Magician’s Table and Rhythm & Ruse, for example. Both offer an immersive close-up magic experience combined with cocktails and live music. Immersive theatrical experiences are a modern phenomenon, and there’s clear inspiration from that. But the music isn’t just an afterthought; it’s integral to the storytelling.

Stylistically, this combination of live magic and music is akin to Unbelievable’s fusion of the two disciplines. I wonder, had Unbelievable not been the canary down the coal mine, would we have seen this trend of musically infused magic shows?

Similarly, though Jamie Allen and Asi Wind have their influences inspiring the content of their shows, the previous successes of other artists may have influenced them to pursue London. With Incredibly Human, which is playing at the Underbelly in Soho, Asi’s team likely wouldn’t have considered what is a relatively new venue (it has only been open since September 2023) had they not seen the success that Mario the Maker Magician had made when he performed in the same building earlier this year.

Money

The other thing that will definitely play a massive part in why you may want to play London is, and this is the big one… money. Money, money, money. There is the potential to make a lot of money doing a West End magic show. Sadly, there’s a high possibility you might lose it all as well. But focussing on the positives:

With ticket sales, programmes, merch, a show can have many streams of income. I saw Amaze over the summer, and Jamie had Amaze-branded Magic Kits going for £30, as well as copies of his mammoth Everything book. Similarly, Asi’s show sells merchandise, posters, decks of cards, and a VIP close-up experience after the show: the more upsells, the merrier!

Venues Want Magic Shows

Not only are the performers and their producers keen on making money, but the venues are, too. They need to pay their staff and maintenance costs, you name it. Plus, they’re going to want to make a tidy profit as well. Unless the show has a big name attached to it, West End theatres rarely take a punt on something new. So, if you have an already established act, you’re in with a good chance of securing a venue. Equally, magic is a kind of niche that a venue that has previously enjoyed hosting a magic show would be more inclined to welcome another.

This may be why Asi Wind and Jamie Allen have both gone to venues that have hosted magic shows in recent memory.

Equally, theatres across London are freeing up as shows are closing all the time. It sounds like a strange thing to celebrate, but it means there are plenty of available venues, and they want to stay open. So if you have an act that’s ready to go (and you’re quick enough – and wealthy enough), then now’s a great time to stick it in the West End.

The risk is the show closing, which can be down to a number of reasons… but it’s usually money. A good example is the recent Why Am I So Single at the Garrick Theatre. With the writers from the universally adored Six at the helm and the production company behind The Play That Goes Wrong, they saw a space available at the Garrick, and they took it.

Typically, shows would have tryouts or previews out of town and then come in, but they took the risk of opening directly in the West End. Sadly, it has backfired, and the show will close in January. But that isn’t to say the energy and desire to keep trying are lost. The entertainment industry is built on people trying and failing over and over again until something lands.

All in all, London has had a really good run of magic shows over the last few months. It could’ve been even better, as we very nearly had BGT runner up, Jack Rhodes, debuting his tour show at the Shepherds Bush Empire in October, but that’s now due to be rescheduled at a later date. But with Jack’s show to look forward to, the possibility of the shows discussed above being extended, AND the likes of Derren and Penn & Teller returning on their tour shows later next year, and more reasons for magicians to consider opening a West-End show than ever before, I think London’s magic scene is in a very good place.

Rhythm & Ruse and Amaze are both due to run until November 23rd, Incredibly Human is playing until early January, and for The Magician’s Table, it’s February next year so, if you want to support live magic, head on down.