Trading Places: Jonah Babins with The Magic Guys

This week, Discourse in Magic looks a little different. Instead of Jonah interviewing a guest, we’re sharing an episode where the tables were turned. Jonah recently sat down with Josh Norbido and Nick Kay—better known as The Magic Guys—on their popular Australian-based livestream and podcast.

The Magic Guys actually “robbed” Jonah of the FSM Award for top Magic Podcast this year, but there are no hard feelings here. Their show is famous for its high energy, active YouTube community, and hilarious banter, making this one of the most engaging “crossover” episodes yet. In this session, Josh and Nick grill Jonah on the inner workings of his business, his performance schedule, and his philosophy on growth.

What You’ll Learn in This Episode

The Toronto Magic Company Story: How Jonah built a brand that doesn’t just book him, but manages a roster of talent across the city.

The FSM Rivalry: A behind-the-scenes look at the friendly competition between the top magic podcasts in the industry.

The “Anti-Budget” Strategy: Why Jonah believes asking a client “What is your budget?” is one of the biggest mistakes you can make on a sales call.

Managing a Roster: The logistics and ethics of taking a cut from other magicians’ gigs and how to provide enough value to make it a win-win.

The Power of Community: How The Magic Guys built a “fitspo” for magicians through livestreaming and Discord interactions.

Key Pillars of the Discussion

The Business of Management

Jonah dives deep into how the Toronto Magic Company operates. He explains the transition from being a solo performer to building a brand that clients trust, allowing him to book other magicians and take a management fee while ensuring the quality of the show remains high.

The Perfect Sales Approach