TikTok star, Charli D’Amelio, was recently cast as a dancer in the Broadway production “& Juliet,” drawing in a new fanbase. Social media stars aren’t just promoting shows anymore, but taking part in them. This encourages younger audiences to explore the theater world, but many wonder if these creators genuinely deserve their spot.
Although many are talented, casting influencers is a clear marketing strategy. They have built in audiences and social media following, which helps productions reach a more diverse crowd. It also allows for a virtually free advertising opportunity. By casting them, productions increase both visibility and virality in one quick move.
Theater has long struggled to garner online relevance, but this has all changed with influencers now on the scene. With their millions of followers and continuous engagement, generating buzz around a production is as easy as ever – especially when these content creators offer a glimpse into the behind-the-scenes action. Young fans who have never seen a production are now showing up to support their favorite online personalities.
But, of course, not everyone is applauding. Many argue that casting influencers cheapens the prestige of the craft because it prioritizes following numbers instead of actual talent. But, it can be argued that these creators are trained performers. I mean, it is what they do for a living – perform online for an audience. More importantly, what these critics fail to recognize is that Broadway isn’t immune to a decline. If the key to relevancy is casting influencers, then so be it. If these people are talented and are able to keep a show running, does it matter if their start was online?
Theater, like all art, is constantly evolving. Casting influencers feels unconventional, but really, it is a smart move for survival. Blending Broadway with the algorithms brings new eyes to the stage, and sometimes those people genuinely fall in love with theater. So, bring on the influencers, and introduce a new generation to the magic of theater.
