With Spice to Launch at the 2026 Edinburgh Fringe This Summer

With Spice officially launches following a prize-winning proof of concept in 2025, spearheaded by award-winning multidisciplinary artist LULA.XYZ. With Spice arrives in 2026 at the Edinburgh Fringe with its most ambitious offering to date.

Partners include The City of Edinburgh Council, Underbelly, Assembly, Pleasance and Be United. With Spice is also supported by Fringe Society, Soho Theatre, UK Theatre, Society of London Theatre, and Zoo.

The Edinburgh Fringe is the largest arts festival in the world and Global Majority communities are among the most culturally influential. The two should be inseparable - yet Fringe audiences are repeatedly reported to be 1% Global Majority [The Stage, The Guardian].

For industries that engage Global Majority audiences, these communities drive culture at scale. Black music alone generated 80% of the UK's recorded music market value, approximately £24.5 billion over the last 30 years [*UK Music]. Bollywood audiences are bigger than Hollywood. The theatre sector should be next.

OOMMOO is building the infrastructure. With Spice is the door.
What’s on offer in 2026:

A free editorial magazine. Theme: A Celebration of Global Majority in the Performing Arts written ‘by us’. Distributed across Edinburgh and London. An open call for more writers and participants opens today. For advertisements or to pitch a story contact info@lula.xyz.

A limited edition guidebook. Returns following the success of last year, With Spice — The 2026 Edition is a pocket-size guidebook to all shows that centre Global Majority artists or stories at the festival, available for £15 online and to collect from selected venue partners. Created through an open call, the book is as much a cultural record as it is a living guide; these shows have a life cycle beyond the fringe, it is a programmers tool kit. The 2025 edition has since been distributed to over 300 programmers and producers globally and archived by the National Library of Scotland as a permanent record of Global Majority works at the Fringe.

An audience-powered website. oommoo.com is the digital public-facing platform powering With Spice — a discovery space where audience response sets the agenda. The platform captures real, unfiltered responses from audiences.

A free ticketing scheme with three venue partners. In 2026, venue partners are buying tickets for the Global Majority shows they have programmed to be distributed directly to Global Majority community groups. Activating audience outreach at no expense to artists.
Underbelly: up to £2,000 
Assembly: up to 100 tickets 
The Pleasance: up to £1,000 

LULA.XYZ the founder of With Spice said: “Having presented work here for years, I know first hand that it’s not effective to have the same advertising strategy for all shows. Global majority shows deserve something tailored and with the free magazine programmers, producers, venues and festivals can be intentional in how they showcase and market our work. There is a duty of care to ensure the Global Majority artists invited into this space have the resources and tools to thrive.

Listening to how people were looking for shows, I realised it wasn’t enough to have a collection of shows under one bucket called ‘Global Majority’. It's almost like we expect audiences to claw through everything like you would in a thrift shop in hopes of stumbling across something that’s right for you - and that's for the motivated theatre goer. In a space where audiences are constantly told ‘there isn’t much there for us’, why would new audiences even bother trying. So… I chose to flip the script. 

Yes, we can’t deny it, Global Majority artists are like stardust in this space but that can also be our secret sauce. We are the scarce commodity, the hidden gems if you will. Last year we encouraged everyone to add some seasoning to their fringe experience. This year, we are acknowledging our true value, premium by the nature of our scarcity, fortified against all odds. And through With Spice, these beautiful gems are arranged in a way that allows them space to shine and find their right audience. Arranged and categorised in a format as requested by the communities themselves.”

Following the 2025 campaign, With Spice won the ISH Edinburgh Comedy Rhod Gilbert Panel Prize Award for Services to the Fringe and was covered by the BBC, The Stage, Eastern Eye and Broadway World. The 2025 Edition was subsequently archived by the National Library of Scotland, creating a formal record of Global Majority artists at the Fringe for 2025. 

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