Underbelly Limited Totally Explained

Everything about Underbelly Limited totally explained

Underbelly Limited is a company that operates a series of four venues at the Edinburgh Fringe Festival. From 2000-2004, Smirnoff Underbelly, Cowgate was the only venue operated by Underbelly. In 2005, Underbelly added the Smirnoff Baby Belly venue. In 2006, these venues were joined by the E4 UdderBELLY and the Cow Barn.

History of Underbelly

Underbelly Limited was set up in 2001 to turn the Underbelly venue (now the Smirnoff Underbelly) into a professional venue with a number of performance spaces and a wide-range of productions. The venue was set up with performance spaces in the Iron Belly, White Belly and Big Belly. The Belly Laugh (then named the Belly Bar) was also used for late night cabaret as well as the venue's second bar. Space downstairs which is now used for the Belly Dancer was used to exhibit a film installation by Nick Hornby.
   In 2002, the Underbelly venue was renamed Smirnoff Underbelly to reflect its sponsorship by Smirnoff Vodka. The number of performance spaces was increased to include the Belly Button and Belly Laugh comedy venues and a third bar, the Jelly Belly, to the first floor. The number of shows increased from 18 to 50+ and this was the year that Underbelly really started to make its mark.
   In 2003, the Belly Dancer was soundproofed to ensure that it can be used throughout the day without disrupting performances in other spaces. This allowed Underbelly to team up with Forth One 97.3 to host a series of free live music gigs every night in the Belly Dancer, known as the Forth One Fringe. These gigs over the years since have included established acts like Mark Owen, Ocean Colour Scene and Skin and new bands like Keane, Athlete, The Thrills, Nizlopi and many other bands on the cusp of breaking into the big time.
   In 2004, the Delhi Belly space was added. The bars were rearranged to create more space and ease congestion and queuing. Finally, a brand new large box office was created in one of the rooms off the front alley, which freed up the old box office to become a larger and more usable publicity office with a sofa and coffee. The shows at the Underbelly venue won a record number of awards, including the Perrier Award for Jackson's Way; Fringe First Awards for The Ignatius Trail, Manchester Girl and The Jammer; Perrier Newcomer Nomination for Joanna Neary in Joanna Neary is Not Feeling Herself; and an Amnesty Award nomination for Someone Who'll Watch Over Me.
   In 2005, Smirnoff Underbelly was joined by the Smirnoff Baby Belly on Niddry Street, just off Cowgate, a two minute walk from the original venue. The number of shows was now up to 140 spread over the three weeks of the Edinburgh Fringe.

Underbelly today

Underbelly has diversified away from its original routes as solely the operator of a venue at the Edinburgh Fringe. Today it operates four venues at the Edinburgh Fringe and also promotes and manages comedy acts and produces theatre and comedy shows around the country.

Edinburgh venues

Underbelly has come from nowhere in just a few years to challenge the established triumvirate of Edinburgh Fringe venues, the Pleasance, Assembly Rooms and Gilded Balloon. It has done this by trying to reflect the spirit of the Fringe in its programming and its general outlook with a wide range of shows across the genres, encouraging new writing, controversial theatre and cutting-edge comedy. Smirnoff Underbelly is now just one of four venues operated by Underbelly at the Edinburgh Fringe:

Smirnoff Underbelly, Cowgate
Smirnoff Baby Belly, Niddry Street
E4 UdderBELLY, Bristo Square
Cow Barn, Bristo Square

Underbelly Promotions

Underbelly Promotions is a subsidiary of Underbelly, established to promote and manage comedy acts.
Artist management or representation involves acting as the artist's agent - arranging bookings, tours and generally promoting the artist.
Promotion is usually limited to a particular show or tour and involves advising on the PR and marketing aspects of a show or tour, dealing with the press and seeking positive widespread coverage from adverts and reviews in a range of media.

Performers at Underbelly

This is just a short list of a few of the performers who have appeared at Underbelly venues over the years:

Comedians

Stewart Lee - co-writer / director of Jerry Springer - The Opera

Gary Le Strange

Will Adamsdale aka Chris John Jackson in Jackson's Way

Rob Deering

Topping & Butch

Charles Ross

Musicians

Keane

The Thrills

Athlete

Nizlopi

Ocean Colour Scene

Mark Owen (from Take That)

Tina Dico (formerly from Zero 7)

Gwyneth HerbertFurther Information

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