Aim

An occult-themed magic show that provides evidence-based therapy tools as part of an initiation into a secret demonic society.

The Cult of Astaroth is, on the surface, a dark, occult-themed magic show that initiates audiences into a secret demonic society, mixing magic performance with theatrical storytelling. Produced by Edinburgh Horror Festival sell-out magician Ash Pryce, and featuring a cast of performers as part of the inner circle of the society, as the audience is encouraged to summon Astaroth and learn of his dark wisdom.

However, there is a twist reveal at the end that we feel necessary to describe here. All of the teachings, rituals, and demonstrations come directly from Ash’s own experience of trauma therapy, with each mini-ritual providing one of several evidence-based techniques for improving mental health and wellbeing. All of the techniques and teachings have been checked by accredited mental health professionals and provide real-world tools that can be used immediately.

My name’s Ash, I’m the producer and lead performer.  And this show wasn’t intended to exist. I had different plans for developing a different show, but 2025 was a difficult year.  I was going through intense trauma therapy for things that had left me broken, and whilst that was happening I was dealing with a new traumatic event in my personal life that destroyed what little remained of my resolve.  Experiencing a new trauma, whilst engaging in trauma therapy is not something I’d recommend, but what it did was force me to focus even more on the work my therapist provided and dig deep. I started doing daily mindfulness and trying to get a schedule in order to provide structure, which made me realise how much ritual plays a part in daily life, and just how many ritual based groups – religions, esoteric orders, cults – all made similar claims that they could make you better. And everything seemed to collide, and the idea for the “Cult of Astaroth” was born. If it wasn’t for the therapy work I don’t know what state I’d be in, and I knew so many people are struggling with little or no support.  As a stage performer I have a platform, so I should use it. This show is intended to provide access to evidence-based techniques that can actually help people heal.

You’ll likely have seen EdFringe shows do crowdfunders before, or heard from artists, so you’ll be aware how expensive it is to bring a show to the Fringe, even if local. So I won’t labour that point. The money isn’t simply for putting on a show, it’s about providing important information to people who may not even realise they need it before coming into the performance space.  It’s about allowing us to promote the show as widely as possible and get people in that could benefit from what we’re doing. We want to provide as much material as possible, such as printing full booklets for each audience member, breaking down just what tools are being discussed and how they can be used. The money would mean we can engage with more people, provide more information and tools, and ensure the show looks and sounds as high a quality as it can be.  The world went from Covid, to cost of living crisis, to wars, to whatever is going on right now and there’s been so little time to process, or heal, and waiting lists for mental health support can be years long. What your money does is help us provide resources to people, through the show, that can help whilst they wait for professional help.  If it helps one person, it’s been worth it. Everyone who donates anything will get a thank you in the programme, and each reward level includes everything from previous levels.

So the show is broken into several mini-rituals, and each ritual consists of a magic trick and a parable related to the teaching of that ritual. All coming from “Lord Astaroth”. The meaning of each ritual is explained and the audience learn how to put them into practice. The rituals each focus on one element of mental health support – self compassion, acceptance, gratitude, kindness, and identifying emotions. These were chosen as many ritual based organisations have similar sounding teachings, so it doesn’t feel heavy handed or out of place, which allows us at the end to explain exactly what we’ve been doing, and that these techniques can be taken and used in more directed ways.

Funding method

Keep what you raise – this project will receive all pledges made by 26th July 2026 at 3:37pm