Julian Bird, the former CEO of the Society of London Theatre (SOLT), has embarked on a new venture as the producer of the Off West End Awards, better known as ‘the Offies’. With a rich background in theatre, having led the reinvention of the Olivier Awards, Julian brings a wealth of experience to this new role.
The Offies are celebrating 15 years of recognising excellence in fringe theatre, and is undergoing significant changes under the new leadership of Denholm Spurr. Reflecting on his past work, Julian noted, “People may know that I produced the Olivier Awards for 12 years, and led the reinvention of the ceremony.” It was during one of those earlier ceremonies that Julian met Denholm, “he was actually on the Olivier’s judging panel one year and we got to know each other quite well.”
When Denholm took over the reins at Off West End, he knew that Julian had started his own production company, Green Room Ents, and approached him to produce the ceremony, “I’m hoping this will be the beginning of a long term partnership,” says Julian.
Julian praised Spurr’s innovative approach, saying, “Denholm is taking a fresh look at everything, including how to reflect the Off West End community that exists today, rather than the one that existed 15 years ago.” This fresh perspective is essential in ensuring that the Offies remain relevant and vibrant, reflecting the evolving nature of London theatre.
Julian’s experience will undoubtedly prove beneficial, but he emphasised the unique nature of the Offies, “Off West End celebrates theatre in its many facets, in its many guises, from small theatres above a pub to really quite large venues which are well-supported by the Arts Council or local authority.”
A Category-Less Model
This year, the Offies are adopting a category-less model, a significant departure from traditional award structures. Julian explained, “The idea is not to necessarily pitch people against each other and say this is better than that, but to be able to celebrate excellence wherever it arises.” This approach allows for multiple winners across broader categories, recognising excellence regardless of the theatre’s size or funding. Julian noted, “What we’re saying is you can have excellence in every guise.”
By moving away from traditional categories, the Offies aim to foster a more inclusive environment where all types of productions can be celebrated equally. Julian added, “This enables us to actually celebrate and recognise more people and the excellence in wherever it arises.”
The Offies selection process involves a dedicated group of assessors and critics who watch hundreds of shows throughout the year. Julian highlighted the thoroughness of this process, stating, “It’s actually a very rigorous process, and then that all comes together in one big meeting with those super assessors and critics who agree who the finalists, the shortlists, will be for each year.”
This process ensures that the nominees are chosen based on merit, reflecting the high standards of the Offies. Julian noted, “The one thing that’s impressed me is how robust the process is, and the fact that leads to 110 finalists, which is an extraordinary number, but rather wonderful.”
The Ceremony: An Entertainment-Focused Event
This year, The Offies is moving to Central Hall Westminster, thanks to a partnership with White Light. Julian says, “It may well be our home for several years, we hope, and it’s due to White Light’s help and support that we’ve been able to do that and to grow.”
The Offies ceremony promises to be an entertaining celebration of theatre, hosted by Divina de Campo, who will also perform. Julian mentioned, “we have some great performances lined up, including original Les Mis cast member Frances Raffel, who is also nominated, and I’m excited to have the London Gay Men’s Chorus joining us.”
The event aims to be a fun and enjoyable evening that celebrates the success of theatre makers. With a focus on entertainment, the ceremony will feature a variety of performances designed to delight the audience and honour the nominees. Julian concluded, “We have a few more surprises up our sleeves too, and I think people will just have a really fun, enjoyable evening celebrating everything off West End.”
Julian’s previous roles have taught him the importance of celebrating theatre in all its forms. He aims to apply this principle to the Offies, ensuring that the ceremony becomes a true celebration of London’s diverse theatre community, “The one thing I learned from running the Society of London Theatre and UK Theatre for all those years, is that the UK and London very much still leads the entire world in its theatre making. And this is a chance to celebrate.”
As Julian Bird embarks on this new chapter with the Offies, he invites everyone to join in the celebration. “I think it’s going to be a fun, exciting event. You know, very buzzy and entertaining, and we’re just excited to get going for this first year and then see where the Offies takes us in the next few years,” he concluded.
The Off West End Awards are poised to become an even more vibrant and inclusive celebration of London’s fringe theatre, highlighting the city’s position as a global leader in theatre-making. Julian summed up, “Come and join us. I think it’s going to be a fun, exciting event.”
More information about Off West End, the Offies, and this year’s ceremony, can be found here.
