When it comes to school assembly shows, the term “magician” may not be the best choice for performers. I learned that lesson early in my career as a school assembly presenter. At that time, I had three different shows under the name Scheer Magic Productions. One of my most successful shows was called Uncle Sam’s Comedy Jam, which I performed throughout Michigan elementary schools for decades. One afternoon the representative from PTA was so impressed with my performance that she brought me to the principal’s office to introduce me. However, when the principal saw my brochure and read that I was a magician, he refused to hire me for any more shows.
That encounter got me thinking about my brand, and I decided to change my company name to Scheer Genius School Shows and drop the term “magic” from my title. Years later, at a neighboring school, I performed a show called The Adventures of Les Trouble P. I., which was marketed as a character show rather than a magic show. Although the show was full of magic and illusions, the school did not recognize me as a magician and praised my illusions as even better than that of the magician they had previously hired.
This experience taught me an important lesson: the label “magician” can limit the perception of what a performer can bring to a school assembly. By removing that label from my brand, I was able to highlight the educational value of my performances without being pigeonholed by a narrow definition of “magician.”
As a performer, I continue to use magic and illusions in my shows, but I no longer call myself a magician. This allows me to stand out from other artists who may only cater to birthday parties and not incorporate any educational message in their performances.
If you would like to learn more about my school assembly programs and how I use audience participation, beautiful sets, music, and yes, even illusions to educate and entertain elementary audiences, please:
In summary, the label “magician” may not be the best choice for those looking to perform in the school assembly show market. By removing this label, a school assembly presenter can emphasize the educational value of their performances and set themselves apart from artists who only perform for children at birthday parties. As an artist who continues to use magic and illusions in my shows, I have found that this rebranding has been successful, and I encourage others to do the same.