How TikTok Helped Broadway Come Alive Again: A Powerful Collaboration

The focus on The Lion King and other Broadway shows is how TikTok helped Broadway regain lost time and a new audience.

Broadway has been flourishing since it reopened after more than a year of closure due to the Coronavirus. Here is how TikTok helped Broadway come alive again.

BY KAZAD (Updated 8/1/2023)

New York-After over a year of closure due to the coronavirus pandemic, Broadway triumphantly reopened its doors in September, marking a joyous moment for theater enthusiasts who had been confined to their homes for what seemed like an eternity. This long-awaited return to the stage brought relief and elation to actors, performers, and the entire performing industry. The reopening also offered a chance to express gratitude towards the scientists, doctors, and nurses whose efforts led to the development of COVID-19 vaccines, enabling the safe return of live performances.

To rebuild excitement for the reopening and generate buzz, Broadway joined forces with the popular social media platform TikTok. This unique collaboration engaged artists, performers, and musicians in delivering live musical programming to a global audience. Under the hashtag #BroadwayIsBack, a unique program was launched, showcasing performances from Broadway casts, backstage tours, and the display of props and costumes, aiming to remind audiences of the enchanting experiences they had missed.

Broadway’s Partnership with TikTok

Since the partnership commenced in September, TikTok has played a pivotal role in revitalizing Broadway, rekindling interest, and encouraging audiences to return to live performances. By leveraging its vast reach, TikTok effectively awakened the silent giant that is Broadway, and the impact has been noteworthy.

One of the most anticipated performances that audiences are eager to witness is the award-winning Disney’s The Lion King. This exceptional show, mesmerizing audiences across seven continents, delivers an awe-inspiring experience through the harmonious fusion of music, dance, and vivacious performances by over 150 talented artists. Notably, the enchanting puppet menagerie, featuring birds, lions, giraffes, and elephants gracefully navigating the stage to enchanting music, elevates the theatrical experience to unparalleled heights.

Success and Future Aspirations

TikTok’s involvement with Broadway is not new; the platform has been an enthusiastic promoter of musical theater and Broadway for several years. From showcasing iconic performances like Mean Girls, Jersey Boys, and Circle of Life to creating opportunities for global audiences to enjoy musical theater and sing along, TikTok has solidified its position as a haven for creatives, musicians, singers, and theater enthusiasts.

The collaboration between Broadway and TikTok has already proven to be a success, with New Yorkers and theater enthusiasts gradually returning to witness the magic on stage. However, TikTok remains relentless in its endeavor to bring the magic of Broadway to even more people worldwide. As the collaboration gains momentum, TikTok remains committed to raising awareness about the spectacular shows happening on Broadway.

Broadway on TikTok’s Vision

Angelo Desimini, Disney Theatrical Productions VP of Marketing, Publicity, Sales & Education, expressed her delight with the collaboration, stating, “Partnering with TikTok allows us to bring The Lion King into the hands of theater lovers wherever they are to share in this once-in-a-lifetime evening.”

Catherine Halaby, Entertainment Content Partnerships Lead at TikTok, concurs, stating, “TikTok has become a home for Broadway and musical theater lovers around the world, so we are excited to celebrate this milestone for the industry as the lights go back up on stages.”

Halaby adds, “By partnering with major productions like The Lion King, Wicked, and Waitress, along with our community of creators and top Broadway stars, we want to bring Broadway entertainment to everyone and provide an inside look into the talent and magic of musical theater.”

About TikTok:

TikTok, a video-focused social networking platform, belongs to the Chinese company ByteDance. It has become one of the most popular social media websites globally since its launch in 2016. With over three billion users worldwide, TikTok offers a diverse range of user-generated. content. They include short videos covering pranks, stunts, jokes, dance, and entertainment. Video durations range from 15 seconds to three minutes.

The collaboration between Broadway and TikTok has breathed new life into the theater industry, providing a platform for performers and creatives to showcase their talents to a global audience. As audiences return to Broadway, the partnership continues to shine a spotlight on the magic and brilliance of musical theater. With TikTok’s unwavering support, Broadway’s future looks brighter than ever.