Meet Gillian Farrugia

We were lucky to catch up with Gillian Farrugia recently and have shared our conversation below.

Gillian, so excited to have you with us today. So much we can chat about, but one of the questions we are most interested in is how you have managed to keep your creativity alive.

Because Primarily Brooklyn is so DIY, every show presents unique opportunities and challenges. We are responsible for stocking and curating the bar, arranging the makeshift seating, setting up and operating sound and lighting, and overseeing our small-but-mighty staff. The private gallery where we hold our shows is also ever-evolving. We often build our marketing around the local artist that is on display, and it gives every show a unique feel. We have integrated burlesque and side show performances, as well as local vendors, which we have found really compliments the space and atmosphere we curate. From a marketing perspective, it’s always so interesting to see what new or refined aspects of the production people latch onto. Across all of these elements, we are constantly learning so much from our previous efforts. A year-and-a-half into building Primarily Brooklyn, we are very thankful to say that it has been near impossible to lose creative momentum.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

In April of 2023 (Earth Day, to be exact), Michael and I were perusing the Open Streets market in our neighborhood of Bushwick. He was hitting his stride in the Brooklyn comedy scene, and I was dipping my toes into the world of event production. As we sauntered down Starr Street, we came across a vibrant blue house with yellow trim. The gate to the backyard was ajar, revealing a narrow alleyway lined with vintage soda machines, upcycled creations, and sprawling abstract paintings. A sandwich sign with a hand-drawn arrow ushered us inside.

The alley opened up to an entrancing sculpture yard of primary colors, that we now know as Skewville. Owned and operated by Ad and Kate Deville, Skewville is a gallery space for local artists that celebrates the under-appreciated art form of street art.

Primarily Brooklyn was born of the lure and awe that Michael and I experienced stumbling upon that space. We want everyone who comes through those gates to experience the same thrill of discovering a hidden gem. All of our decisions–from the marketing, to the booking, to the hand-drawn bar signs–work to reflect and elevate the arts community that exists in Bushwick.

With that goal in mind, we have grown Primarily over the course of a year-and-a-half, to what it is today as a participating show in New York Comedy Festival this November. It is first a foremost a comedy show, bolstered by the vibe of a really sick house party. We have had numerous local DJs, drag queens, burlesque performers and side show acts bring their talents to Skewville. More recently, we have had the privilege of collaborating with Flamer, a queer-owned cannabis brand in Brooklyn.

We are very excited to further grow Primarily and tap into larger comedy and performance spaces, while continuing to bridge the gap between our generation of comics and artists, and those who established the existing arts scene in Bushwick.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I feel very fortunate to have a partner in this who balances out my skills and knowledge of this industry. We do both bring a strong background in brand marketing. I think this is something that has really contributed to our success in the realm of Brooklyn comedy. Still, we were both entering into the world of event production–particularly comedy show production–pretty green. In the early shows, it is very important to be a sponge for feedback. You do not necessarily have to act on it, but really consider every suggestion, critique, and review (warranted or not). What worked? What could be improved? What is fine for now? You are learning! There is no room for ego! This will probably always be true, no matter how experienced you become.

More on what is “fine for now”: when you are starting out, especially in a DIY space, it is key to identify what is most important. This can and will evolve as time goes on, but you likely only have so much money to allocate to your event, and there is no guarantee that you will break even at first. Decide how much money you are willing to put in, and where that money should go. Something that I believe you should never cheap out on is a photographer. The way your show is captured is the way you portray it to the world. Beyond our usual expenses, Michael and I put in a few extra dollars every show to invest in a small, but significant, improvement. This can be branded merchandise, branded Venmo signs for tips, decor for a themed show. It’s never a great expense, and elevates the whole production.

Finally, get a good sound system. If this is something you have to source yourself, every other expense can hold off. If you cannot hear your comedians or DJ, everything else will feel amateur.

How can folks who want to work with you connect?

Yes! We are always looking for new folks to collaborate with! There are so many opportunities to bring in new talent and expertise, that is the beauty of a DIY show! We are constantly researching up-and-coming comics, DJs, and opening performers. As previously stated, we feel very fortunate to have connected with Flamer, our cannabis vendor. Right now, we would love to integrate an alcohol sponsor, or a food vendor, or a live portrait artists for our attendees to enjoy. The options are quite literally limitless.

Contact Info:

• Instagram: @primarily.bk
• Other: Email: primarilybrooklyn@gmail.com for performance tapes, vendor submissions and general inquiries

Image Credits

Michael Gebhardt