In this episode of Discourse in Magic, Jonah Babins dives into a powerful concept from his mastermind sessions: Weaponizing Your Show. The idea is simple—make your show book you more shows. Beyond just delivering a strong performance, Jonah shares five practical tactics to turn every gig into a referral engine, rebooking machine, and review generator. If you want your performances to create momentum in your business, this episode is packed with actionable advice you can implement right away.

Audiences rarely know whether magic is your hobby or your full-time career. Jonah explains how to weave subtle references into your script that signal where and who you perform for—whether it’s weddings, corporate events, or private parties. This small tweak sparks ideas in your audience about where else they could hire you.

Getting reviews can feel awkward—unless you make it part of your act. Jonah shares the exact joke he uses at every show that gets laughs while nudging audience members to leave five-star reviews. It’s a simple, repeatable way to boost your credibility without being pushy.

Your performance isn’t over when you step off stage. Jonah stresses the importance of staying behind to thank volunteers, mingle, and even do a bonus trick or two. Building connections in those moments can turn casual spectators into future bookers.

When someone asks for your card, don’t just hand it over—swap. Jonah breaks down how to use these interactions to capture leads, follow up, and move people into your sales funnel. It’s a small shift that ensures opportunities don’t slip away.

Even great magicians get forgotten if their brand isn’t sticky. Jonah explores the importance of simple names, clear visuals, and consistent branding to make sure you’re memorable long after the show is done. Because if they can’t remember your name, they can’t rebook you.

Toronto Magic Company

Weaponize Your Show Mastermind Session

Bill Herz (corporate magic insights)

David Gerard

Bill Malone

In this solo episode of Discourse in Magic, Jonah Babins shares his raw and honest reflections on FISM 2025. From mind-blowing performances to marathon-length competitions, Jonah walks through the highs and lows of the world’s biggest and most prestigious magic convention and competition. Whether you attended or are just curious about how FISM functions, this episode offers a candid inside look.

Jonah opens with praise for the best of the best—performers whose acts left audiences stunned. Standout mentions include Michael Bloke’s clever creativity, the astonishing coding mentalism of Mind to Mind, Billy’s inventive routine, Morton Christensen’s consistent excellence, and the shockingly fresh linking ring act by Juan Klos. But it was quick-change artist Leah Kyle who stole the show with a jaw-dropping act that received standing ovations and, in Jonah’s view, deserved the Grand Prix.

Despite the brilliance at the top, Jonah critiques the structure of FISM’s competition. With hours upon hours of performances—many of which don’t meet the bar—he argues for stricter qualification rounds to cut down the sheer volume. Watching 150+ acts over several days becomes grueling, and Jonah suggests FISM should focus on quality over quantity to make the experience more enjoyable and less exhausting.

From disappointing gala shows to overlooked online categories, Jonah points out organizational missteps. The new Online Magic Awards, though a great idea, felt like an afterthought—barely acknowledged during the ceremony and judged with outdated criteria. He also calls for a more thoughtful schedule, noting the chaos of overlapping events, midnight galas, and 9 a.m. lectures. And as for the judging? Let the crowd reactions count—because Leah Kyle not winning still feels like a snub.

Jamie traces his early days performing in holiday parks and on cruise ships, where he learned to love the stage and reject the grind of close-up gigs. His breakout moment came with I Magician, a tech-themed stage show that earned critical and commercial success in the UK and US. Jamie shares how learning from the financial and marketing failures of Houdini: The Musical helped him pivot to a more sustainable, scalable model for touring magic.

When the pandemic hit, Jamie didn’t wait. He transformed canceled plans into a new immersive magic experience called Illusionarium in Toronto—an ambitious, multi-room journey through the history of magic. Jamie reflects on the logistical chaos, creative breakthroughs, and the emotional impact of creating live work at a time when theaters were dark. Later, he reimagined the project as Magic Immersive in Chicago, which found its stride as a tightly run, high-energy spectacle.

Jamie talks about his current off-Broadway show Amaze, a deeply personal and theatrical production blending storytelling with illusion. Unlike the days of dance tracks and unexplained boxes, Amaze uses magic to serve the story and aims to leave audiences feeling something more than just fooled. He shares why illusions might be making a comeback and why today’s magicians need to lead with honesty, passion, and presence on stage.

Jamie Allan recommends Tom Crosbie as the next guest for Discourse in Magic.

Jonah sits down with viral magician Xavier Mortimer to trace an unlikely journey—from learning back‑and‑front palming out of a gas‑station booklet to topping “Best Family‑Friendly Show” lists on the Las Vegas Strip and amassing billions of social‑video views. Along the way they dig into creative misfires, the treadmill of nightly shows, and why rehearsing a TikTok illusion can cost $20 K.

Xavier’s origin story starts with a coincidence: his father picked up a sleight‑of‑hand booklet as a fuel‑pump freebie. Two weeks of rural vacation later, 15‑year‑old Xavier had mastered back‑ and front‑palming and was staging dorm‑room shows. Community magic clubs, antique‑store books and mail‑order tricks (that took days to arrive) filled the gap left by pre‑YouTube France. When a Paris producer spotted a 25‑minute mime‑magic set he’d built in a friend’s barn, she booked him into a Paris theatre—forcing him to create a full, story‑driven “Shadow Orchestra” show in just three months.

After three years and 10 shows a week in Michael Jackson ONE with Cirque du Soleil, Xavier traded security for his own 200‑seat Vegas residency. He quickly learned the hidden grind: schmoozing ticket brokers, delivering doughnuts to kiosk staff and covering ad, room‑rental and tax bills that swallowed profits. Creative course‑correction was constant—he tried to “Americanize” the material, then pivoted back toward the whimsical, word‑light style that first set him apart.

Cyril Takayama – the street‑magic pioneer whose blend of cinematic visuals and live reactions inspired Xavier. Jonah, Xavier can connect you.

In this episode, Jonah Babins is joined by rising UK magic star Luke Oseland to explore a journey that spans from toy magic sets and teenage tinkering to Fringe Festival sellouts and cruise ship stints. From co-creating Insane Magic to redefining how young magicians build their brands, Luke shares the behind-the-scenes of developing shows, finding your performance voice, and building a magic career from scratch. You’ll learn how to structure a magic show, when to take creative risks, and why sometimes the best marketing strategy is just putting on a killer show.

Luke’s magic journey began like many—with a gift from his grandparents. But instead of fading interest, his obsession grew. He found early inspiration in televised magic like Penn & Teller: Fool Us and Dynamo, and later deepened his craft through the Young Magicians Club in London, a standout space for aspiring performers under 18. After aging out, he transitioned directly into the Magic Circle and began exploring his path as a creator, consultant, and eventually a performer.

Luke initially leaned into the behind-the-scenes world of magic—creating, consulting, and selling effects—before realizing, at around age 19, that performing could be just as fulfilling. His move to Edinburgh was pivotal: by immersing himself in the city’s vibrant arts scene, he began gigging in clubs and bars, testing material at stand-up nights, and ultimately launching full productions at the Edinburgh Fringe.

Luke breaks down the process of creating shows like Drunk Magic, The Magic Hangover, and the crowd-favorite Insane Magic (with Cameron Gibson and Elliot Bibby). His philosophy is simple: start with great magic and let the narrative emerge naturally. While some magicians obsess over crafting a poetic through-line, Luke suggests focusing on structure, pacing, and audience experience—advice rooted in trial, error, and over 80 shows per month during the Fringe.

Collaborating on a show with two other magicians might sound like a nightmare, but Luke offers insights on how Insane Magic became a creative success. With clear roles, shared strengths (and occasional arguments), the team managed to build one of the most entertaining magic experiences on the Fringe circuit. From using Google Docs to obsessively fine-tuning one joke for 40 minutes, the process is messy—but worth it.

Unlike many North American magic clubs (which Luke and Jonah agree are often outdated), Luke shares how the Edinburgh Magic Circle is building a model for what community magic clubs should look like: young, vibrant, collaborative, and egoless. With guest lecturers like Michael Ammar and a casual pub-based meetup format, the club plays a crucial role in fostering a healthier, more progressive magic community.

Luke pulls back the curtain on what it really takes to succeed at the Edinburgh Fringe—from how much money you can make (or lose) to what types of performers benefit most. Whether you’re refining material, building a brand, or chasing cruise contracts, Luke makes a compelling case for why Fringe festivals—when approached strategically—are still one of the best opportunities in magic.

Luke shares strong views on creativity in magic, including his frustration with magicians lifting material from Instagram clips or assuming every trick should be for sale. While he’s realistic about commercial magic’s role, he calls for more originality, especially among pros, and offers a passionate defense of creating magic that truly belongs to you.

At the end of the episode, Luke recommends magician and consultant Harry De Cruz as a future guest. Known for his work with Dynamo and his role in revitalizing the Young Magicians Club, Harry brings a modern voice to the evolving magic landscape.

In this week’s episode of Discourse in Magic, Jonah Babins returns with a behind-the-scenes look at the Mexico Mastermind Summit, his latest adventures in AI, and what’s next for the magic community. After a brief hiatus, Jonah shares the lessons, breakthroughs, and future plans that are shaping his approach to magic and business in 2024.

Jonah kicks things off by recapping the recent Mastermind Summit in Cancun, where 40 magicians gathered for a week of learning, jamming, and business breakthroughs. Unlike traditional conventions, this summit focused on real-world magic—sharing “bangers” (the best tricks magicians actually perform), everyday carry routines, and even a spontaneous show where names were drawn from a sombrero.

But the real value, Jonah explains, came from the community: magicians supporting each other, sharing feedback, and pushing each other to new heights. Whether you’re a seasoned pro or just starting out, Jonah emphasizes that surrounding yourself with a group of like-minded performers is the fastest way to grow.

Jonah distills his experience into three key takeaways:

AI is Essential for Magicians

Magic Itself Needs More Focus

Community is Everything

Jonah shares his top strategies for making AI work for you:

Use AI Every Day: Set your browser to open ChatGPT or your favorite AI tool by default.

Better Prompts, Better Results: Use the “Role, Request, Context, Format” method to get more useful responses from AI.

Teach AI About You: Take advantage of memory, custom instructions, and custom GPTs to personalize your AI’s output.

Stay Ahead of the Curve: As AI changes how people find and book magicians, building a strong brand and community is more important than ever.

Jonah is hitting the road! If you’re in LA (May 27–30), Chicago (June 8–11), Philly (June 23–26),

Follow Jonah on Instagram: @discourseinmagic

Email Jonah: [email protected]

Previous episode with David Gerard on the power of a creative circle.

We’d love to hear your thoughts on this episode! What’s your biggest takeaway from the summit, or your favorite AI tip? Share your thoughts in the comments or on social media, and let’s keep growing together.

Be sure to subscribe to Discourse in Magic for more insights, tips, and strategies to elevate your magic business.

In this episode, Jonah Babins is joined by corporate magic legend Bill Herz to unpack a career that spans summer camps, corporate boardrooms, and headline features in The Wall Street Journal. From his early days performing with Paul Cummins to founding Magicorp and representing world-class talent, Bill shares the highs, the hustle, and the hilarious behind-the-scenes of building a career in corporate magic. You’ll learn what makes a magician bookable, how to navigate pricing, and why a magician’s greatest asset might be understanding the client better than they understand themselves.

Like many magicians, Bill’s journey began with a magic set at eight years old. But what set him apart was a unique blend of showmanship, business sense, and a willingness to perform for anyone, anywhere—from birthday parties to summer camps and community centers.

What started with teaching a CEO one simple trick became a revolutionary corporate entertainment concept. Bill realized the power of using magic as a tool in business communication, eventually founding Magicorp to help executives shine and manage bookings for the best in the industry.

Bill breaks down what he looks for in the performers he books—hint: it’s more than a good show. From being able to describe what makes you different in one sentence, to being professional, personable, and ego-free, he outlines the traits that help magicians thrive in the corporate world.

Pricing is more than picking a number—it’s about asking the right questions and understanding what the client needs. Bill shares how he approaches pricing based on value, logistics, and market perception, and why being flexible (but smart) is essential to getting booked and respected.

Bill doesn’t hold back when talking about magicians on social media and their obsession with “busy bragging.” He also dives into why having a manager or being repped by a big agency can sometimes hurt more than help—and how magicians can avoid sabotaging their own careers.

At the end of the episode, Bill recommends magician Derek Hughes as a future guest. A brilliant performer and a friend of Bill’s, Derek brings a unique blend of comedy and magic that works exceptionally well in the corporate space.

In this episode of Discourse in Magic, Jonah Babins sits down with magician, circus performer, and entertainer Leah Orleans to discuss her unique journey in magic, her experiences blending circus arts with illusion, and how she pushes the boundaries of traditional performance. Leah shares insights into how she found her place in the magic world, her approach to creating engaging and original performances, and the lessons she’s learned along the way.

Leah’s entry into the world of magic was anything but conventional. She started as a circus performer, mastering aerial arts, juggling, and acrobatics before discovering how magic could enhance her performances. Her background in physical theater and movement helped her develop a distinctive performance style that captivates audiences in a way few traditional magicians can.

As a female performer in both circus and magic, Leah has navigated challenges and misconceptions while forging her own path. She discusses the importance of representation, the struggles of being underestimated, and how she has turned those obstacles into strengths. By bringing a fresh perspective and a multidisciplinary approach to her craft, she continues to inspire others to think outside the box.

Leah shares her process for designing routines that seamlessly blend magic with circus arts. From crafting new illusions to reimagining classic tricks, she explains how movement and storytelling play a crucial role in her work. She also dives into the creative risks she takes to ensure each performance is not only visually stunning but also deeply engaging for her audiences.

For those looking to break into the world of performance, Leah offers practical advice on developing a distinct style, building confidence on stage, and continuously refining one’s craft. She emphasizes the importance of perseverance, experimentation, and finding one’s unique voice in an industry that often leans toward tradition.

April Jennifer Choi

To learn more about Leah Orleans, her performances, and upcoming projects, follow her on social media and check out her website:

This week on Discourse in Magic, we’re bringing you a special repost of Jonah Babins’ appearance on the Penguin Magic Podcast, hosted by Erik Tait. Jonah, the long-time host of Discourse in Magic, takes the guest seat and shares insights on the world of magic, business, and podcasting.

Jonah shares the journey of how Discourse in Magic has grown over the years. He discusses the evolution of the show, the challenges of maintaining a podcast in the magic space, and what has kept him going for nearly a decade. Jonah explains his strategy for selecting guests, emphasizing the importance of personal interest. He shares how being genuinely curious about a guest’s work leads to more engaging and meaningful conversations.

Jonah reflects on how his interests have changed over time. While Discourse in Magic initially focused on deep philosophical discussions, his passion has shifted toward the practical aspects of magic, especially business growth and performance.  Jonah shares insights into his Mastermind program, where he helps magicians grow their businesses. He talks about the structure of the program, its benefits, and the transformative results that many of his students have experienced.

Jonah breaks down the fundamental elements necessary to build a thriving magic business. He details how generating leads, improving sales techniques, and optimizing business systems can help magicians increase their income and efficiency. Jonah emphasizes the power of having a supportive network. He explains how magicians in his Mastermind program benefit from shared knowledge, accountability, and expert guidance to help them achieve their business goals.

Enjoy the episode and don’t forget to subscribe for more deep dives into the art and business of magic!

In this solo episode of Discourse in Magic, Jonah Babins dives into the world of public shows, sharing his insights on why every magician should consider doing them. He also provides a sneak peek into his upcoming shows across North America and highlights a special event happening at the end of April.

 Jonah shares his tour dates and locations for the next two months:

– March 6th: Boston, performing at the Boston Magic Lab.

– March 7th-9th: Connecticut, performing and lecturing at Mcon.

– March 18th-20th: Austin, Texas, performing a show with Michael Rogerson.

– March 25th-28th: Montreal, performing a show with John Elli.

– April 8th-11th: St. Louis, performing a show with Josh Weidener.

– April 28th-May 2nd: L Summit in Mexico, a special event for Mastermind members.

Boston Magic Lab

Michael Rogerson

John Elli

Josh Weidener

Toronto Magic Company