Music Videos Can Save Broadway
There was a time when Broadway melodies would play on radio stations across the country, a time when showtunes were part of a crooner’s nightly set list at the club. Those were the days of musical heavyweights like Oscar Hammerstein II, George Gershwin, Leonard Bernstein and Irving Berlin. When one of these musical masterminds crafted a song, chances are, people around the country wanted to hear it.
It was called the Golden Age of Broadway — a period of time between the 1940s and 1960s that is often recalled by theatrical historians and Broadway devotees. Sadly, nostalgia does not pay the bills, nor does the current exposure Broadway musicals have been getting these past few years.
While the average twenty-something isn’t dying for another Gershwin-like hit, innovative musicals have been offering up songs that could strike a chord with the iTunes and YouTube generation. If only someone in the marketing community would hurry up and figure out a way to reach these unaware future fans.
The musical ‘Next to Normal’ uses a contemporary sound to deal with themes of depression and emotional crisis — dark themes reminiscent of Emo rock. ‘In the Heights,’ another currently running show, takes soft-rap music and combines it with Latin flair, making it an easy fit for contemporary hit radio playlists. And the soon-to-open ‘American Idiot’ is, well, full of music by the already hit mainstream band Green Day.
It is the latter musical, ‘American Idiot,’ that’s making the biggest strides in Broadway marketing, thanks in major part to Green Day’s lead singer Billie Joe Armstrong and his push to get the Broadway actors on stage at this year’s Grammy Awards telecast. Musicians joining Broadway shows as producers isn’t a new concept, and this season has a few big names joining the crowd, including ‘Fela,’ which boasts an affiliation with Jay-Z. It’s time to take advantage of that relationship.

