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Pitch, promote and sell your show


UP prepares artists and groups to pitch and promote their performances ahead of the Danish Theatre Associations' annual Theatre Seminar.

The Danish Theatre Associations' annual Theatre Seminar is where the vast majority of performances suitable for touring are purchased. The Theatre Seminar therefore has a central position in the nationwide infrastructure for touring productions.


UP offers you a preparatory and qualifying workshop leading up to the seminar, where we give you know-how about touring and provide you with concrete tools to realise the tour in Denmark.

In addition, we will prepare you to pitch and sell your show to one or more of the country's many enterprising theatre associations when the seminar takes place: you will have the opportunity to practice your pitch beforehand and receive targeted feedback and tools to improve the way you pitch.

At UP's preparatory workshop, you'll also hear presentations on selling touring shows at the Theatre Seminar and have the opportunity to ask questions to previous participants.

In addition, UP will secure your ticket, accommodation and transport to the seminar - and we'll make sure you can pitch your show from the largest stage at the Theatre Seminar, in front of the participating theatre associations and other organisers.

It's hugely beneficial to get an insight into each other's pitches before the Theatre Seminar itself. It had a big impact on our collaboration - for example, if an organisation was looking for something specific, we could point them in the direction of each other's performances.
Former participant in UP's preparatory workshop and participation during the Theatre Seminar

How to get in the programme:


You can apply to participate in UP's Theatre Seminar workshop if you apply to the Danish Arts Foundation scheme

Turnénetværk Danmark via kunst.dk with one or more of your productions. This pool can be applied for from Saturday 1 June through 1 July 2024.

The Turnénetværk Danmark pool merges the former Garantiordning and Turnénetværket.

The Touring Network Denmark pool will consist of a network of theatres, divided into primary network theatres (up to 25) and secondary network theatres (no cap), which commit to collaborate and present an increased number of works per season, qualifying them to receive a deficit guarantee when purchasing works.

Anyone applying to have performances included in this pool can tick the scheme's application form to be considered for one of UP's 10 places at the Theatre Seminar.

Previously, you applied for a place when you also applied for admission to the Guarantee Scheme. But in the future, this will be done via the pool Turnénetværk Danmark, which replaces the pools Garantiordningen and Turnénetværket

On iScene.dk you can see more about the new pool.


The selection of participants for UP's Theatre Seminar workshop and participation in the Theatre Seminar itself is made solely by the Danish Arts Foundation's Project Support Committee for Performing Arts.

The selection will take place in mid-September, after which UP will be notified of the selected candidates.

What you get:

As a participant, you get the following for free from UP:

  • Free qualifying workshop for one person.
  • Free participation in Teaterseminar 2024 for one person as part of a joint stand, with a five-minute pitch on the big stage, including food and accommodation.
  • Return transport for one person in connection with Teaterseminar 2024.

See more on the website of the Danish Theatre Associations here

Find UP's guide to the good pitch at UPgrade here.

During the Theatre Seminar, I sold my show because the person had learned that he could apply for help with ticket discounts from the municipality - and therefore got the courage to present a different show
Former participant in UP's preparatory workshop and participation during the Theatre Seminar
After participating in UP's programme, I was much better prepared and had a better knowledge of how to approach talks, sales, pitches etc.
Former participant in UP's preparatory workshop and participation during the Theatre Seminar
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Guide to the Danish Arts Foundation application portal

When you apply, you will be forwarded from the Danish Arts Foundation to the Danish Agency for Culture and Palaces application portal. Here you will find the tick you need to tick to be considered for one of UP's 10 places at the Theatre Seminar.

Photo: screenshot from the Danish Arts Foundation to the Danish Agency for Culture and Palaces application portal.