Broadway stars become influencers and vice versa while industries collide

• Broadway stars like Mary Kate Morrissey from “Wicked” are turning to influence as a side concert.
• At the same time, social media creators are heading for the scene.
• Influencers have also become a marketing asset for certain Broadway shows.

Mary Kate Morrissey, Broadway’s current “Wicked” star, has not decided to become an influencer.

But his Tiktok page began to develop wildly last year while anticipation for the adaptation of the film is edited.

On Tiktok, she started to show all the gadgets she uses to play the demanding role of Elphaba, from the adhesive ribbon to vocal steam with neck masseurs. It was then that fans asked him to make an Amazon showcase, where influencers can compile products and win a commission on subsequent purchases.

Morrissey told Business Insider that the amount of business that the Amazon Storefront had made was “crazy”.

As his social follow -up grew up, the brands came directly to hire him for influencer marketing. “Wicked” is protective of her brand, but she put on the needle, focusing on her personality outside the stage.

In an ad, Morrissey is disabled using a farm cleaner. She has concluded other agreements with companies such as the Boued shoe brand, Antihistamine Allegra and the Hilton hotel giant.

“Having a concert that seems creative, which has the impression of completing what we are already doing, which can keep the lights on, is totally worthy of attention,” she said.

When her “bad” contract ends in March, she said that she was planning to influence the taking of more than one “front seat” when she started auditions.

Morrissey is not the only Broadway artist to spread a niche on Tiktok, who was also a boon for the dance industry. Interpreters like JJ Niemann, Julie Benko and Meg Doherty cultivated important follow-ups by showing their pre-sepectacle routines and their buffoonery behind the scenes.

While these Broadway stars become influencers, some social native creators are heading for the scene. Tiktok Charli’s superstar of Amelio has an overall role in “& Juliet”, which led to a ticket sales bump, while Trisha Paytas played in a night show with Broadway Sutton veterans Foster and Ben Platt. Before them, influencers Colleen Ballinger, Todrick Hall and Cameron Dallas appeared on stage.

The casting of celebrities transcends the field of influence. Programs like “Grease” and “Chicago” have won television and cinema stars over the years to generate buzz. However, there was a stigma surrounding the influencers of some within the Broadway community in the past, said the director of talents Paul Luckenbaugh of Select Management Group, who represents Morrissey and Niemann. However, he said that producers saw him more and more as a marketing asset.

“I add value because people will have the impression of seeing their friend in a show,” said Morrissey about the construction of his social profile.

New programs like “The Great Gatsby” also turn to influenced holidays and collaborations to generate buzz.

Managed in influencers by Broadway wages

Luckenbaugh signed Niemann, his first customer in the theatrical space, in 2020 after Broadway became dark. The damage dropped during the pandemic, and although the industry was raised, it still has not completely restored.

Luckenbaugh has seen a financial opportunity, especially for actors outside work. The minimum wage for a Broadway actor is $ 2,638 per week, and Luckenbaugh said that influencers can make multiples of this amount in a single sponsored Tiktok.

Select representatives around 10 customers in the theatrical space, including current and budding artists. Niemann, for his part, has 1.1 million followers from Tiktok and has made partnerships with Raising Cane’s and Lionsgate.

“ Publishing a tiktok does not even compare itself to stand on a stage ”

For some influencers, being on Broadway is not a matter of money.

Jess Val Ortiz studied musical theater at university and has become an influencer with 10.5 million followers from Tiktok. One day, she hopes to make big on Broadway and get the role that Morrissey is currently playing.

She said that she was grateful to earn a living as a creator, but it can be lonely in relation to the granting of live theater and working alongside a casting.

“Being in my living room and publishing a tiktok does not even compare itself to stand on a scene and obtain applause,” said Ortiz.

She has just reserved her first show in several years, a production of Los Angeles entitled “One for My Baby”.

“I want to be able to prove me in the theatrical space,” she said. “I want to win it.”