It’s no secret I have a passion for theatre, and especially
musical theatre. It’s really the ultimate platform for a performer producer or
director to excel in every aspect. You’re not only dealing with the acting of a
play, you’re dealing with vocals, orchestra and band, set changes, scene
direction, etc. It really does require the best possible team to put on a great
show. But, before the curtains go up, there is much planning to be done in
order to produce a musical. I decided to make a “quick guide” or checklist to
help those starting out in musical production.
Step 1: Choose the
musical
The first thing you have to do is choosing what musical you
want to produce or if you want to put on and original piece. Either way you
have to take some general considerations when choosing what will be showing.
- Audience: Think about the public you want to
reach, what type of musical would they be most likely go to see.
- Venue: Consider the theatre you want to produce
in, their technical capabilities, the sound, the technicians available, and
even the prestige of the venue.
- Budget: Most musicals will vary greatly in costs
depending on (mainly), size of the cast, set design requirements, and size of
orchestra (or band). Be aware of the
seating capacity of the theatre and your ability to contact sponsors.
Step 2: Choose your
team
As a producer you must choose the initial production team.
There are six important roles you must fill: Stage Manager, Director, Vocal
Director, Music Director, Choreographer, and Set Designer. More than a team
this will be a support system of sorts. One thing you need to remember is that
creative decisions taken by one, affects the work of another. For example, if
the Set Designer decides to add a step to the stairs, the Choreographer needs
to adjust; the Stage Manager must make sure the lighting is correct, etc. Strive
to maintain a positive work environment, and be aware of industry gossip (some
of these people have already worked together). Last, but certainly not least,
sponsors! The more the merrier and be sure to build relationships with each and
everyone. Draft a proposal as soon as you can, and start distributing as soon
as you finish Step 3.
Step 3: License the
work
To produce and perform a musical on stage, you must obtain
a dramatic performance license. If the title is available, a dramatic licensing
agency, such as MTI, will sell a
license to perform the musical in exchange for royalty fees (per performance),
and a rental fee (for copies of the score, script and libretto). These agencies
are very strict. I advise to red the agreement carefully and comply with every
step, to ensure a good relationship for the future.
Step 4: Cast the show
This step is a team process. You’ll mainly need the
Choreographer, Vocal Director, and Director to cast the show. Whether closed or
open call, there are different tasks to be made to ensure attendance to the
casting.
- Find a big space with the needed equipment.
- Set up a communications plan to make the call,
and specify what you’re looking for.
- Prepare a form for participants to fill out when
they get there.
- Coordinate a cycle system in which participants
go from acting, to singing, to dancing (which ever order you choose).
- Don’t make hasty decisions and only give
constructive criticism.
From personal experience I would advice to have a small
interview before going into the cycle. This helps you get a sense of whom the
participants are and it also calms them before they perform. Also, evaluate
your options along with your team and announce to the participants when you
will be contacting them if they are chosen. It’s common courtesy in Puerto Rico
to send out a thank you letter or email, to the participants that were not
selected, for attending the audition.
Step 5: Market and
promote
Just as you would a new product, marketing a musical needs
to have all the components of a traditional marketing plan. As Randall Ringer
says, “A general rule of thumb on Broadway is that only 30% of shows actually
make back their original investment.” So there’s a lot of pressure on marketing
and selling the show. What you want to do is hire a Public Relations firm and
have them work the communications plan. Why a PR firm and not an Ad Agency?
Because PR is what’s going to drive ‘buzz’ around the production and that’s key
to building a fan base. You’ll definitely need to place some ads in trade
magazines, newspaper, and maybe even a billboard or two, but shows mostly sell
on ‘buzz’ and hype created on the web. Be sure to have a photography session
with the cast and also during previews so you can later use for the ads, to
send to media, and basically build a word of mouth. From experience I can say,
that the week before opening night is crucial to selling the bulk of the show,
so plan your communication accordingly. Remember to always target your
communication! You want the message to get to the right people, the ones who’ll
come to the show.
Step 6: Raise the
curtain!
If you’re thinking the work is over on opening night, think
again. This is theatre! Be prepared to deal with technical difficulties,
in-show mishaps, staffing dilemmas, and box office nightmares. It’s going to be
very difficult, there are going to be long days and sleepless nights, but it’s
worth it. You’ll love every second of it, and once it’s done you’re going to
want to do it all over again.
I hope this quick guide gives you a some sort of direction
on producing musical theatre, and although I’m not an expert I’m available to
offer advice if you have some doubts. Break a leg!
Resources:
http://www.wikihow.com/Hold-an-Audition
