Paul Richards
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The Secret Sauce

2/10/2017

12 Comments

 
I’ve collaborated with some of magic’s most well known creators - Joshua Jay, Mark Elsdon, Peter Duffie, Jon Allen, Jay Sankey, Mike Gallo, Cameron Francis and the list goes on.  When I stepped away from Elmwood Magic in 2014, I knew that I would still be involved in creating magic.

I’ve always enjoyed the process of cultivating ideas and growing them until they were ready to stand on their own - but it felt like it was time to rethink the model.

Typically, before new magic is released it is preceded by relentless hype, pre-sales, and chatter. By the time the product becomes a reality, you’ve experienced so many teasers, trailers, graphics, ads, and commentary, it already feels a little old. This is not necessarily bad, but it is exhausting - and frankly it’s virtually impossible for ANY product to live up to that kind of relentless wheel of hype.

My solution?

I stepped off the wheel. 

It started with the realization that perception is not reality.

In my time producing magic I have had effects that sold tens of thousands of units but were seldom mentioned on any what’s “hot” lists. They were good tricks that people liked and although they didn’t explode on the scene they kept selling, year in and year out. More interestingly, they sold best at conventions and lectures when I could perform the items in person.

I then realized that reality is not all it’s been hyped as.

Many times I would go to a convention and hear a creator speaking about some well known product they sell...

​“This is one of my go to routines. It’s a real world worker that I use EVERY time I perform.”

Can I see it?

“Sure!”

At which point, they direct me to an iPad - to watch a video of them performing their creation. Sometimes it’s a video comprised of just “moments” in a routine – not even a full performance. I always wonder why, since we are both standing next to each other in three dimensions, that they simply don’t show me the trick they use “EVERY time they perform”.

It felt like the time was right to take a new path.

I stopped selling to distributors.
I stopped selling to shops.
I even stopped selling on my own website.

I focused only on the live experience.

I’m not blocking these other avenues because I dislike them. I simply wanted to nurture the singular experience that happens when the creator shares his ideas directly with an audience.

Since 2014, I’ve produced over a dozen effects that I only make available at live events. I don’t advertise them. I don’t promote them in any other way. I just show them and let the people decide. It’s brought back an element of fun and mystery that I felt was lacking in recent years. It reminds me of what it was like for a much younger me to show up at a magic convention and see all those miraculous wonders – most of which I had never heard of, let alone seen.

It has been one of the most rewarding experiences I’ve had in magic and honestly, I think I’ve created some of my best effects in the process.

Of course, this does require that I keep a pretty full travel schedule which you can check out here. I don’t know if I can do it forever – but I’m going to keep trying.  If our paths cross, please stop by and say hello. I’m hoping I can show you something you’ll enjoy – at the very least you’ll get to experience something rare in magic these days...

A little mystery.
12 Comments
Tom Burianek
2/10/2017 08:17:48 am

Hi Paul! We met at MagiFest in Columbus Ohio a couple of weeks ago and after watching your execution and presentation, I was truly impressed and did indeed made a number of purchases thru Wendy. My question for you.. I reviewed your explination on the path you took in 2014 and it does look like this makes good business sense. However, do you have a plan "B" in place should something occur and prevent you from presenting? Will there be some sort of a distribution outlet for your work if it couldn't be presented at events? My reason is there is so much more of your illusions for which I'm interested, but one step (3 illusion in my case) at a time. Thank you. Tom

Reply
Paul Richards
2/10/2017 11:33:47 am

Tom, thanks for your kind words and your support at MagiFest! Do those guys know how to throw a good convention or what? See my comment below for a bit more info addressing your comments.

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Don Bursell link
2/10/2017 08:18:35 am

Paul, when I heard you were stepping away from Elmwood Magic, I'll admit it hurt. In the realm of magic dealers, you were one that was ethical, creative (without any hype) and released some of the best magic out there.

I still perform your Working Man's Wildcard, and it never fails to get the response magic should get.

Thanks for continuing on, in this other direction. But thanks for not leaving magic altogether. You're one of the good guys.

DonB!

Reply
Paul Richards
2/10/2017 11:17:19 am

Thanks Don! That's really kind of you. Working Man's Wildcard? Wow you are really going far back into the time machine for that one! It was something I used to sell primarly at lectures. I still use it myself even though I haven't produced it in years - it might be time for a reboot!

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Jeremy
2/10/2017 08:20:32 am

What do fans of the effects formerly known as "Elmwood exclusives" do in case we are not able to catch you at live event? I have tried but unfortunately my schedule has never worked out to be able to attend one of the live events. I would love to be able to still support you and view and purchase your effects as they are among my favorites in my collection and in magic overall.

Reply
Paul Richards
2/10/2017 11:31:12 am

Hey Jeremy, I appreciate that not everyone can make it to one of the live event. I don't have an easy answer for that yet but check out my comment below for a bit more info. By the way, the old Elmwood Line is still alive and well at Penguin Magic. You can still access it here: http://www.penguinmagic.com/tricks/tagged/elmwood

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Tim Hannig
2/10/2017 08:47:15 am

I love it that you chose a different path. Looking forward to seeing the new mysteries at Magic Live!

Reply
Paul Richards
2/10/2017 11:18:00 am

Thanks Tim, see you there!

Reply
Sid Simon
2/10/2017 10:17:24 am

The "business model" has a lot of merit, as I purchased tricks directly from you after watching you demonstrate them (several times too!) whereas other vendors in the room just tired to "hard sell". The downside though is I can't obtain any new tricks from you unless I'm attending a conference/exhibit in which you are participating. Perhaps you could offer prior (and happy!) purchasers a way to obtain your new products without being with you, as I assume there are many others like me, who want to but are not able to obtain additional products from you. Thanks for listening!

Reply
Paul Richards
2/10/2017 11:27:10 am

Thanks for your comment and thoughts, I really appreciate the feeback. See my comment below...

Reply
Paul Richards
2/10/2017 11:24:45 am

Sid, Jeremy, and Tom (as well as other’s who have asked via email). Thanks for your interest in my work. There’s nothing more satisfying than knowing I’ve put out products that people enjoy - and look forward to.

It’s possible that I may change gears in the future but for right now this approach seems to be working best – for both my business and my family life. At the moment, I’m only doing enough runs of the products to be able to fulfill the needs of the events we’re doing – so in truth I don’t even have enough supply to do much more. But I’ll certainly keep you in the loop if something should change.

Reply
Tom Burianek
2/10/2017 12:07:50 pm

Paul, Thanks for the quick reply and explanation. I look forward to following you and attempt to learn everything I can! :) Tom

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