SEEDS History

Launched in 2001, and an acknowledged leader of professional development in Irish theatre, the SEEDS programme has become an engine for the support and advancement of a new generation.

SEEDS stands for seek out – encourage – enable – develop – stage

The initiative began as a joint venture with Dublin Fringe Festival; our conversations led to the idea of a new platform to provide opportunities for emerging artists to establish and flourish.

The first round of SEEDS began by focusing on the development of new writing. Six writers were taken on in the pilot initiative, culminating in a showcase of rehearsed readings. Subsequently five full productions came from that first round – two as Rough Magic shows. This was enormously encouraging, and when we came to consider the next incarnation it was clear that the programme could become more comprehensive. So it was expanded, first to include directors and then to all the creative disciplines within theatre. The participants formed ensembles over two years and delivered many memorable showcase productions. Creative relationships began within, and continued beyond, the SEEDS programme.

An impressive number of SEEDS graduates have gone on to make a significant contribution to the professional theatre sector, and continue to work with Rough Magic.

Of the 58 who have completed the programme 55% have been directly employed by Rough Magic and over 90% are currently working as full time theatre professionals.

Collaboration is the essential element of theatre making, and theatre companies are a clear embodiment of this. There is currently a lack of support for early-career theatre collectives, and Rough Magic is setting out to respond to this gap in provision.

The programme has evolved over time in response to the needs of the sector, and this year Rough Magic will be evolving SEEDS once more to support emerging theatre collectives. This new version is being piloted throughout 2025 – 2026.

SEEDS Success

SEEDS Alumni – Work with Rough Magic

 

SEEDS introduced us to new creative colleagues and to the many actors who worked with them.

Matt Torney, Sophie Motley, Aoife Spillane-Hinks, José Miguel Jiménez, and Tom Creed have all directed full productions for the company.

Tom Creed was our first Associate Director and for four years directed productions for Rough Magic and curated SEEDS. As Associate Producer Cian O’Brien also curated SEEDS and produced work for the company; Matt Torney and Sophie Motley also made work for Rough Magic as Associate Directors. All our previous associate directors have been nominated for Irish Times Theatre Awards. Conor Hanratty’s showcase was nominated for Best Production. Rosemary McKenna was nominated for Best Director.

Ronan Phelan was Associate Director of Rough Magic from 2017-2023; he was nominated for Best Director in the 2019 Theatre Awards for Much Ado About Nothing and continues to work as a director on new projects for the company.

Plays by SEEDS writers Rosemary Jenkinson, Ioanna Anderson, Gerald Murphy, Bryan Delaney, Mark Cantan and Shane Mac an Bhaird have been produced by Rough Magic.

Shane Mac an Bhaird and Shaun Dunne have been commissioned to write new plays for the company under COMPASS.

Award-winning Designers Sarah Jane Shiels, and Zia Bergin-Holly, have worked on a number of Rough Magic productions, as have Cameron McCauley and Deirdre Dwyer; Sarah Jane most recently with Children of the Sun in 2024, and Zia most recently with The Loved Ones in 2025.

Composer Danny Forde has worked with the company on new musical development pieces.

Our more recent graduate SEEDS have also gone on to work alongside the company, with video designer Eoin Robinson part of our team developing What Are You Afraid Of? by Peter Hanly. HK Ní Shioradáin and Toni Bailey worked with us as part of our RoughMagicForty events in 2024 and Dominic O’Brien was appointed Associate Director for the company in 2024.

SEEDS Alumni – Work Beyond

 

 

SEEDS continue to work nationally and internationally.

Cian O’Brien was the Artistic Director at Project Arts Centre for 13 years, where he supported the work of many leading and emerging artists, and is now the Director of COBA.

Sophie Motley served as Artistic Director the Everyman Theatre in Cork and is now the Artistic Director of Project Arts Centre taking up the mantel from Cian O’Brien. The Artistic Director of the Everyman Theatre is now Des Kennedy who has worked both nationally and internationally as an director.

Matt Torney was Associate Artistic Director at the Studio Theatre, Washington, and is now Artistic Director of Theatrical Outfit in Atlanta Georgia.

Tom Creed and Conor Hanratty are two of the most established directors in Ireland working in both opera and theatre for major companies and venues. Designers like Dara Hoban and José Miguel Jiménez work regularly with leading theatre companies and Deirdre Dwyer is a co-founder of Shakespeare Squared in Waterford.

Zoe Ní Riordáin makes theatre as a director, musician and writer, and founded theatre company One Two One Two.

Producer Lara Hickey has made work with THISISPOPBABY and also produces film with Copper Alley Productions. Alongside his producing work for Anu and Dead Centre Matt Smyth is the Senior Associate Producer of Field Arts, and Course Director for the MFA in Theatre Producing at The Lir.

Production Manager Marty Moore has worked at the National Theatre, London and the Royal Court. Eoin Kilkenny is one of the leading Production Managers in the country working with many major theatre companies.

Award-winning Alma Kelliher is a composer, sound designer and musician; Sinéad Diskin has designed and composed for the Gate, Anu, the Abbey and Landmark. Alyson Cummins is also a multi-award winning designer, including an Irish Times Theatre Award for best set design alongside another former SEED Pai Rathaya for the co-designed set of Volcano. Molly O’Cathain has worked on the Abbey, Gate and Lyric stages and continues to make work with her own company MALAPROP and as an independent Designer.

Writers Ray Scannell, Hugh Travers, Lee Coffey, Stacey Gregg and Lisa McGee (creator of Derry Girls) have won major awards in theatre and television. Oonagh Kearney is now a film maker.

Recent SEEDS are also having great success across the industry with director and playwright Joy Nesbitt‘s Julius Caesar Variety Show a big hit of Fringe Festival 2024 and playwright Ciara Elizabeth Smyth‘s critically acclaimed Lie Low transferring to both the Peacock Theatre and Traverse in Edinburgh.

"SEEDS was a really transformative process at a crucial stage in my formation as a theatre maker. It gave me the confidence to really call myself a director, opened my eyes to new ways of working, and provided me with vital skills in all areas of my theatre practice."

Tom Creed, Theatre Director, SEEDS 03-04

"For me, the SEEDS Programme opened up a whole new world in terms of how I might contribute to the Irish Theatre Industry. It allowed me the opportunity, supported by the company and my amazing mentors at home and abroad, to explore the role of the theatre producer and to establish myself as a young professional with confidence, skill and experience."

Lara Hickey, Independent Producer, SEEDS 08-09