Compelling stories
from diverse voices.

Side Hustle Productions develops and produces work for stage, screen, and beyond — stories that foster empathy, build community, and endure.

Get in touch About us
Our approach

Diverse voices

We champion writers, directors, and creatives whose stories haven't always had a platform — bringing new perspectives to audiences.

Stage & screen

We develop and produce across theatre, film, and television, because great stories shouldn't stay in one place.

Empathy & joy

We believe storytelling activates something profound — transporting audiences into unfamiliar lives and bridging the divides that keep us apart.

Let's make something.

We're always interested in new projects, co-productions, and collaborations.

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Side Hustle Productions
About us

Who we are
& why we do this.

We passionately believe storytelling can foster deep empathy by transporting audiences into the experiences, emotions, and perspectives of others.

By identifying with characters or storytellers, people understand unfamiliar situations, reducing biases and bridging divides, encouraging us to see the world through a different lens.

Our purpose is to bring compelling stories from diverse voices to stage and screen, and to provide a platform for joyfully entertaining productions that drive empathy, humanity, and community.

The founders

Side Hustle Productions was founded by two people who share an obsession with stories that matter.

Doulla Croft

Doulla Croft

Co-founder & Creative Director

Doulla has 28 years of experience in digital marketing and over a decade of experience investing in theatre — including Room (US Tour & Broadway), Six The Musical (UK & Broadway), Choir of Man, 42 Balloons, and What It Means.

Sam Goodman

Sam Goodman

Co-founder & Producer

Sam leads the Theatre & Immersive team at Lee & Thompson, one of the UK's leading law firms for the creative industries. He has a practical understanding of how productions are developed, financed, and brought to life.

Want to work with us?

We'd love to hear about your project or idea.

Get in touch
Get in touch

We'd love to hear
from you.

Whether you have a project in mind, want to collaborate, or just want to say hello — drop us a message and we'll get back to you.

What to expect

We read every message and aim to reply within a few working days. If you're reaching out about a production or collaboration, a little context about your project is always helpful.

Based in the UK

We work primarily across the UK but have experience internationally. If the story is right, we'll find a way.

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