Case Study: "Friendship Chronicles: Bringing FAT HAM to Broadway"

Introduction:

In the bustling world of Broadway, the journey of bringing the Pulitzer Prize-winning play "FAT HAM" to a wider audience unfolded as a testament to collaboration, creativity, and the power of friendship.

The Challenge:

Facing the looming challenge of low attendance that befell other remarkable shows on Broadway, our mission was clear — to ensure the success of "FAT HAM" and cultivate a diverse audience, particularly encouraging Black and Brown communities to experience the magic of live theatre.

The Social Media Odyssey:

1. Building Anticipation:

James Iames, amidst the excitement of his Broadway debut, took center stage at the FOH of the American Airlines Theatre, becoming a beacon for the upcoming production.

Early press events dedicated to National Black Theatre set the stage, laying the foundation for a meaningful connection with the target audience.

2. TikTok Takeover:

Embracing the infectious energy of TikTok, we harnessed trending challenges, even teaching the final number to the audience, turning them into active participants during the show.

Celebrities such as Colman Domingo and Cynthia Erivo joined forces, leveraging their social media clout to spread the word.

3. Community Celebration:

The first preview became a celebration, complete with a party atmosphere, balloons, and interviews featuring influencers and regular patrons. This content flooded Meta platforms, engaging a wider audience.

4. Tony Award Triumph:

As the show garnered five Tony Award nominations, celebrations reached new heights. Crystal Waters, whose song "100% Pure Love" was featured in the show, collaborated in a duet, amplifying the success.

5. Character Campaigns and Viral Creep:

Individual character campaigns delved into the deep complexities of the characters, fostering a connection with the audience.

A TikTok music video featuring the cast performing "Creep" went viral, becoming a cultural sensation.

6. A Star-Studded Success:

Celebrity appearances were highlighted, reinforcing the show's appeal and attracting diverse audiences.

The Aftermath:

The show soared to success, garnering accolades like the GLAAD Award. Its impact extended beyond Broadway, with regional productions, availability on Audible, and a special show in LA.

Legacy and Future Endeavors:

"FAT HAM" paved the way for future productions, like "Purlie Victorious," witnessing remarkable growth. While acknowledging our role as a small part of this grand narrative, the success of "FAT HAM" resonates as a testament to the welcoming spirit it brought to Broadway, ushering in new audiences, talents, and opportunities.

Conclusion:

In the grand tapestry of Broadway, "FAT HAM" stands as a shining example of the transformative power of friendship, collaboration, and the arts. This journey was not just about a play; it was about fostering connections, celebrating diversity, and ensuring that the magic of theatre reaches every heart. That's 100% pure love!