What Broadway Pros Can Learn from the Success of Hamilton

Lin-Manuel Miranda's Hamilton is often cited as a milestone in Broadway history. Although not the first musical to tackle the Founding Fathers (1776), nor the first to integrate rap (In the Heights), it has managed to create something unprecedented. Hamilton#39;s success can be attributed to a bold juxtaposition of contrasting elements, innovative casting choices, and masterful marketing strategies. This article will explore these elements and discuss how Broadway professionals can emulate Hamilton#39;s triumph.

Juxtaposition of Contrasting Elements

Hamilton achieves its brilliance through the juxtaposition of seemingly incongruous elements. This technique, a hallmark of Mormon Musical, Avenue Q, and Something Rotten, brings fresh perspectives to familiar stories. The tale of George Washington, embedded in American lore, gains new life as a hip-hop narrative. The underlying message is that these historical figures weren#39;t just stoic leaders; they were flawed, passionate, and complex individuals. Just as politicians today might have rap battles over policy disagreements, Washington and his contemporaries engage in rhyming political debates. This new framing not only captures the audience#39;s attention but also provides a uniquely entertaining and enlightening take on history.

Unique Cast Selection

The casting of Hamilton stands out for its diversity. By choosing actors of color to play traditionally white historical figures, Mirandastresses the evolution of America as a multi-ethnic nation. This color-blind approach has profound implications, particularly for underrepresented communities. In a year where the Academy Awards faced criticism for its lack of diversity, the Tony Awards were a stark contrast. Three of Hamilton#39;s cast members won Tony Awards, reflecting the show’s impact on both the industry and audiences. This casting strategy has set a precedent, pushing for more inclusivity in Broadway narratives. As Hamilton continues to inspire, the industry is likely to see more shows featuring diverse casts.

Casting Connecting with Audiences

The unique cast of Hamilton has captured the hearts of audiences in a way that transcends typical Broadway productions. The cast members are not just performers; they are also personalities. This personal connection is fostered through their social media presence, where they interact directly with fans. Many cast members have active social media accounts, participating in late-night talk shows, and sharing personal projects. Lin-Manuel Miranda, in particular, has embraced the power of social media, using platforms like Twitter to share behind-the-scenes moments and insights. The personality-driven approach of Hamilton allows fans to engage with the show in a more authentic and meaningful way, fostering a sense of community and loyalty.

Marketing Strategies

Hamilton#39;s marketing strategy is as innovative as its content. The show leverages social media to build a strong and engaged fanbase. After the release of the Hamilton soundtrack, the Hamiltome, the Ham4Ham performances, and even the Hamilton lottery are all part of a larger marketing campaign. Fans can follow the show#39;s progress on various social media platforms, creating a sense of anticipation and excitement. Snapchat, Periscope, and Twitter were used to keep fans updated during the Tony Awards, while Instagram has given rise to numerous parody accounts and memes. The show even has its own subreddit, where fans can discuss and share their experiences. The Hamilton lottery, with its chance to see Lin-Manuel Miranda perform, has become an iconic event in New York City, further cementing the show#39;s cultural significance.

Strategic Partnerships

Another key factor in Hamilton#39;s success is its strategic partnerships. The show has teamed up with various organizations and causes to align itself with important social and political issues. Partnerships with Graham Windham, the Rockefeller Foundation, and the Democratic Party have not only increased the show#39;s visibility but also reinforced its message of social and political change. These associations have expanded the show#39;s influence, making it a cultural and social touchstone. Additionally, collaborations with platforms like Facebook and retailers like Bloomingdale’s have provided a broader reach and a more comprehensive brand experience.

The success of Hamilton offers many takeaways for Broadway professionals. From the bold casting and marketing strategies to the innovative storytelling, Hamilton#39;s approach remains a modern beacon of excellence. By embracing these methods, Broadway can continue to evolve and captivate audiences in a dynamic and ever-changing entertainment landscape.