The Broadway Revolution: How Commercial Radio and Social Media Can Transform the Stage
Imagine a Broadway show where the songs don’t just stop at the edge of the stage but burst through your car speakers and your favorite Spotify playlist and even go viral on TikTok. This isn’t just a dream—it’s a new frontier for musical theater that could revolutionize the industry and bring Broadway to a wider audience.
But to make that dream a reality, more great Broadway, West End, and Independent/off-Broadway producers must collaborate more closely with pop music makers and savvy social media mavens. Research backs up the business benefits of this approach.
The Small World Problem: Collaboration and Creativity
Take a step back and delve into the intriguing world of social networks and creativity, as Brian Uzzi and Jarrett Spiro explored in their landmark study, “Collaboration and Creativity: The Small World Problem.” Their research focused on the interconnectedness of Broadway production teams and how these networks affect the success of their shows.
Uzzi and Spiro discovered that small world networks—where tight-knit clusters of individuals also maintain connections outside their immediate group—are optimal for fostering creativity and innovation. These networks allow for a mix of new ideas and experienced perspectives, crucial for artistic successes and overcoming the insularity that stifles creativity (Kellogg Insight) (BibSonomy).
This research is not just academic—it has practical implications for Broadway's future. By understanding how collaboration shapes success, we can apply these principles to modernize the industry and make it more dynamic and accessible.
Broadway Meets Commercial Radio
Broadway has long been a bastion of live, ephemeral performances, but it’s time to rethink how these shows can reach a broader audience. Integrating commercial radio and social media—not just into musical marketing and distribution strategy but also into the actual development of the show—could revolutionize the industry. Too often, I've heard from record label executives and music industry insiders that they don't play in the Broadway space. Similarly, producers say they have no ties to pop music.
Why?
An example of the theater world not aligning with popular audience expectations occurred years ago when I attended a production of the musical "Chess." Interestingly, over half of the people I spoke with were drawn to the musical because they had heard the song "One Night in Bangkok" on the radio. Ironically, the director removed this song from the performance, believing it didn't advance the story. This decision disappointed many audience members, highlighting a disconnect between artistic vision and audience desires.
Over half of the people I spoke with were drawn to the musical because they had heard the song "One Night in Bangkok" on the radio."
It's unfortunate because when pop music executives and theatre producers collaborate, the possibilities are multiplicative. Here’s why this collaborative approach makes perfect business sense:
Lessons from Recent Shows
Could one catchy song that could live independently of a musical's story — a song in which you didn't even need to know the story — boost a musical production's ability to reach a larger audience?
The answer is a resounding yes!
Some of the best shows can close too early or be dismissed prematurely, perhaps because the story doesn't have meow-meow cats or a masked phantom tenor. Take "A Strange Loop," for example. Despite critical acclaim and a Pulitzer Prize, it faced challenges sustaining its run and breaking into new markets. As one artistic director shared, "The West Coast tour was limited because other theatre companies said they loved the show but just didn't have an audience for it."
Ouch.
This brilliant show could have benefited immensely from having a single song that resonated on commercial radio or went viral on social media, creating "pull" and driving more demand in cities and filling more seats (Kellogg Insight) (INSEAD).
Before the pandemic, I produced a satirical musical titled "Siamese Sex Show," which critically examined the sexist and racist attitudes of the Trump era. Despite its acclaim, the provocative title initially confused potential audiences, leaving them uncertain whether they were about to see a peep show, freak show, geek show, or something more controversial. Fortunately, the songs from the musical went viral with hundreds of thousands of YouTube views, dispelling these initial misgivings and transforming the production into a sold-out cult sensation.
I learned that catchy songs can overcome a lot — especially a problematic name for a show.
A New Business Model for Broadway: Roxie AI
The traditional model of relying solely on theatergoers is wholly insufficient in today's entertainment landscape. Broadway needs to embrace a multi-platform approach to stay relevant and financially viable.
Enter "Roxie AI," a modern musical that exemplifies this new business model—a traditional theater piece with a modern pop twist. Thematically, "Roxie AI" examines how AI, augmented reality, and deep fakes have blurred our sense of reality and made us question what it truly means to be human. A well-crafted, fast-paced script supports a relatable story and a character-driven plot. But the biggest surprise is that the creators have achieved the impossible: writing songs that drive the narrative beautifully and are produced with hooks to be top ten hits on commercial radio.
Make Your Musical Workshop a Focus Group
These songs are catchy, memorable, and capable of being heard on commercial radio. Focus groups with audiences who attended the three workshops validated that the show had at least eight singles—a mix of hip-hop, dance, and pop—that they said were competitive with the music of Taylor Swift, Drake, or The Weeknd. Songs from "Roxie AI," including "Superstar," "Ten Years," "Can't Stop Us Now," "Love Light," "Rodeo Drive," and "International Ballers," were all ranked highly.
When I talk about developing musicals with a signature song you could hear on commercial radio or social media, I'm not referring to delightfully engaging jukebox musicals like "Mamma Mia," which manufacture narratives to tie well-known pop singles from the distant past together. Rather, I'm discussing introducing a new musical that showcases entirely original pop songs previously unheard by audiences.
Even if the creative team behind the musical lacks expertise in crafting a well-structured pop song, there's always the option to hire a specialist—much like Taylor Swift does. She didn't write the song "Anti-Hero" by herself. Considering the substantial investment in producing a multimillion-dollar musical, isn't securing top-notch talent to write a song worthwhile?
The Power of AI to Market Broadway Shows
"Roxie AI" also leverages the power of social media by designing choreography and content specifically to go viral. Imagine a TikTok challenge featuring a dance from "Roxie AI." As users across the globe participate and share their videos, the musical gains massive visibility. This organic marketing strategy promotes the songs and builds a community of fans eager to see the live show.
What was also impressive was that Roxie AI's creative team enlisted the help of an AI expert to enhance the show's marketing strategy. Picture visiting a website, either before or after experiencing the show live, where you can interact with the characters in a way that feels "more real than reality"—a phrase taken straight from Roxie AI. This immersive experience is made possible through customized GPTs. Think about the broad application. With AI, you could engage in a witty exchange with Velma Kelly, learn about diction from Henry Higgins, or wax poetic on "love" with Billy Flynn.
In the case of Roxie AI, you could talk to Roxie Star about the pitfalls of the entertainment industry or the evil Queen about the benefits of a computerized contact lens that integrates AI with Augmented Reality to make lives better, but in no way would it, ahem, have backdoor access to be controlled remotely.
With AI, and customized GPTs, you could engage in a witty exchange with Velma Kelly, learn about diction from Henry Higgins, or wax poetic with Billy Flynn.
By ensuring that the music from "Roxie AI" is accessible and engaging on multiple platforms, the show creates a dynamic, multi-platform presence that keeps audiences connected long after the curtain falls. This approach aligns perfectly with the principles highlighted by Uzzi and Spiro’s research, fostering a balanced network that enhances creativity and success.
Conclusion: Theatre as Innovative As Ever
The idea that fans of Taylor Swift and theatergoers are mutually exclusive might seem far-fetched to some, but it's not a rare sentiment. I recently contacted a top record label executive in London, someone I admire and have previously worked with, to pitch Roxie AI. His response was polite but skeptical: "I like the idea, but honestly, I see a disconnect between radio listeners, theater attendees, social media users, and those who would engage with an AI character at home. I might be wrong, but I can't justify further exploration without more hours in the day to convince me."
This skepticism reminds me of the demographic challenges traditional performing arts, like ballet, face, which typically attracts a mature audience and often struggles to fill seats.
However, this year, the San Francisco Ballet introduced "Mere Mortals," a show with a modern pop twist that reimagines the myths of Pandora and Prometheus through the lens of AI's ethical quandaries. The dancers donned Matrix-inspired costumes against a backdrop of bold concert lighting, blending orchestral music with DJ beats. This fresh approach appealed to the usual ballet crowd and attracted throngs of young adults and teenagers.
The result? "Mere Mortals" sold out every night, its popularity prompting the ballet to schedule encore performances at the season's end. This example vividly demonstrates the potential of innovative concepts to bridge seemingly disparate audiences, challenging the notion that different cultural spheres cannot intersect successfully.
Mic drop.
"I see a disconnect between radio listeners, theater attendees, social media users, and those who would engage with an AI character at home." - record executive.
Theatre is as innovative as ever. Tony-nominated musicals like "Hell's Kitchen," "Stereophonic," and "Illinoise" are proof that bold production companies, and adventurous theaters, such as the Vineyard Theatre, La Jolla Playhouse, Berkeley Rep, Goodman Theatre, and Pasadena Playhouse, are willing to risk it all on daring new voices.
The future of Broadway and beyond - and record labels and the music industry for that matter - lies in its ability to adapt and innovate. By embracing the power of commercial radio and social media, musicals like "Roxie AI" can reach wider audiences, generate additional revenue streams, and sustain longer runs. The integration of these platforms is beneficial and necessary for Broadway's continued success and evolution.
As we look to the future, it's clear that musicals designed with this multi-platform approach will set new standards for the industry. The blend of compelling storytelling, catchy songs, and innovative marketing strategies will create an unforgettable experience that transcends the stage and resonates with audiences everywhere.
So, the next time you hear a catchy tune on the radio or see a viral dance challenge online, remember—it might just be the gateway to your next favorite Broadway show.
Contact John Papageorge ([email protected]) if you want to join the production team ushering ROXIE AI to Broadway.