Case Study: Proudfoot & Friends
A closer look at Proudfoot Production's Proudfoot & Friends, supported by QTouring.
27/07/2025
Combining live performance, digital puppetry, music, and storytelling, Proudfoot & Friends is a burgeoning Queensland-made “all-media” brand in children’s entertainment. Launched in 2023 and underpinned by an ambitious new performance work, Proudfoot & Friends has represented a bold expansion into professional theatre by long-time school performer, Lucas Proudfoot.
Initially created with support from HOTA and QPAC, the show has rapidly gained traction across Queensland and beyond. Alongside strategic advice from QTouring and industry connections generated through showcase, Proudfoot & Friends has grown into a national touring work with over 20 presentations confirmed, and an ever-increasing demand for new and return performances.
The project represents a significant shift for Proudfoot Productions away from volume-based school touring into a more sustainable, theatrical model built on the strong audiences they have developed over 15+ years.
Key Engagement
- Artist pitched the finished work for the first time + participated in the Locals Expo at the CONNECT Conference + Showcase in 2024. This followed a presentation at Stage Queensland’s 2023 conference while the work was still in development.
- Met two (2) times one-on-one to discuss the distinction between agents, managers and producers, and advised on potential options, and appropriate rates, for a managing producer.
Outcomes
- 20+ presentations confirmed since launch, including a return season at HOTA, Brisbane Festival, Cairns Children’s Festival, Ipswich Civic Centre, and Darwin Festival.
- Built connections to professional presenters provided through CONNECT Conference + Showcase in 2024.
- Received interest from three (3) different managers/producers following pitch. Local independent producer, Cluster Arts, takes on national touring of the work.
- Work has been accepted to pitch at other markets in 2025, including APAX (national) — eligibility for APAX requires artist to have previous experience at another arts market.
- Successfully adapted personal brand into a wider media/entertainment offering with growing market recognition.
Reflections
Through showcase, QTouring played a significant role in the trajectory of Proudfoot & Friends. As his first theatre work, Lucas Proudfoot acknowledged that he and his partners lacked key networks and experience in the professional touring space.
“This was a whole different world… The theatre space, presenters, all that language… we had to learn it as we went.”
After initially presenting the concept at Stage Queensland’s 2023 conference prior to its premiere, his subsequent pitch in 2024 provided a vital entry point into the national touring conversation:
“We went in there [in 2023] with aspirations. Then we came back in 2024 with proof that we’d done it… Having that backing, that introduction — that helped people take us seriously”
Lucas Proudfoot
Director, Proudfoot Productions
That visibility led directly to new conversations and connections, including interest from producers and management companies. Indeed, the appointment of Brisbane-based Cluster Arts as an ongoing producing partner for the work further highlights the strength of relationships seeded through QTouring’s activity and advisory services.
Working with a producer has been crucial to bridge any knowledge gaps in the professional touring space. For instance, Lucas noted that learning how far in advance presenters’ program was especially helpful:
“That 12 to 18 month lead time — that was a big eye-opener.”
Likewise, this partnership has led directly to Proudfoot & Friends being pitched at interstate and national arts markets, helping to grow the profile and reach of Queensland’s artists.
Looking Ahead
Following a successful 2024–25 touring season, Proudfoot & Friends is continuing to build momentum across Australia. With a growing track record of presenter relationships and audience engagement, Proudfoot Productions is focused on growing their national touring footprint, with plans to return to venues in 2026 with expanded digital reach and higher audience awareness.
The company aims to increase average ticket sales year-on-year, and is developing new content to support this, including recording new music and digital clips as part of its broader engagement strategy. They are also in the process of developing a second shorter-format show under the “Proudfoot & Friends” brand.
