By the time it ends its 24-day run on 27 August, the 2012 Edinburgh Fringe Festival will have showcased nearly 3,000 events - an average of more than 100 per day.
It means each show has to compete with dozens of others for the attention of punters. The Fringe is now so big that it is a struggle for performers to get noticed.
In the past, new creative talents have been prepared to live with anonymity in the hope that they can build a reputation and get invited back to the next year's festival.