The Business of Broadway (Center for Communication) | Vanessa Caro

“The sun’ll come out tomorrow!” a famous line sung by one of the most popular Broadway shows, Annie.  A perfect way to describe the virtual conference, The Business of Broadway, held on April 21, 2020.  Hosted by the Center of Communication, a non-profit organization that connects students to creative opportunities, I excitedly grabbed the chance to join through my overworked laptop.  Lead by Willie Reale, the Executive Producer of the 52nd Street Project, he interviewed four reputable panelists: Julia Levy, Executive Director of the Roundabout Theatre Company, Vivek Tiwary, Founder and CEO of Tiwary Entertainment Group, Aaliytha Stevens, COO of SpotCo, and Eva Price, Founder and CEO of Maximum Entertainment.

The first topic to take front and center of the virtual stage, was no other than the infamous COVID-19.  When asked to compare the average daily routine in the world of Broadway then and what it is now, award-winning Vivek Tiwary explained that his job has and will always be to ensure that all the components of a show simultaneously work together.  Whether onstage or offstage, he enforced that actors must remain to feel comfortable with the people that they work with.  He emphasized how Broadway is timeless, irreplaceable, and that its true essence exudes when performed live.  Referencing the tragedy of 9/11 and how it gave people time to feel and reflect, Julia Levy added that the current pandemic is providing artists with tremendous opportunity to be creative and work on projects that have been kept ‘behind the curtain’.  

 


The second topic revolved around ensuring that career hungry individuals had ample resources to access job opportunities and internships during this difficult time.  Discussions such as inclusion, diversity, and work ethic surfaced.  Eva Price, a Tony Award Winner said, “The amount one can learn from observation is remarkable.  Whether it’s in the lighting department or costume design, get a job in the industry and it will lead you to the dream job you want.” To echo that response, Vivek stated, “If you need to get up earlier to work at that coffee shop and set time on the side to become the artist you want to be, do it.  Broadway is for those who are passionate and persistent.”  

The forum opened to students and professionals seeking answers about the future of Broadway.  A senior in high school questioned whether pursuing Piano Performance at Queens College was the right step to achieving her dream of becoming a musical director.  In response, Eva stated, “A successful Musical Director understands every component of music in the show.  Taking Piano Performance is the first step in the right direction.”  Another question was by a student studying Data and Analytics at NYU Stern.  She asked if data in Broadway was as useful as it was in other industries.  Aaliytha Stevens answered, “Data is used to inform creative content and strategy.  It is our friend and it also tells people where to allocate their money.  The world thrives on it.”  Her affirmation was a testimonial to her experience with SpotCo, a leading full-service entertainment advertising, marketing, and branding agency.

To say that the conference was informative is an understatement.  It was not only led by a group of talented professionals, but by people who genuinely care about the future of their industry.  
There is no doubt that entertainment is heavily intertwined with the world of advertising to create visionary experiences that are visited by people from around the world.  Just like an integrated communications campaign, Broadway requires sweat and creative glue to make it to the stage.  The performers or advertising professionals are the salespeople while the show or the pitch is the product.  Once life gets back to normal and humans feel comfortable giving a handshake again, Broadway enthusiasts will be rushing to feel the unexplainable charm of pas de deux and live vocals.  Although COVID-19 has halted the world and the arts have shifted to portraying itself more online, the ecosystem of creativity continues to remain limitless.


LinkedIn Links:
Willie Reale - https://www.linkedin.com/in/willie-reale-5955565/
Julia Levy - https://www.linkedin.com/in/julia-levy-5101591/
Vivek Tiwary - https://www.linkedin.com/in/vivek-tiwary-b33a32/
Aaliytha Stevens - https://www.linkedin.com/in/aaliytha-stevens-70834147/
Eva Price - https://www.linkedin.com/in/eva-price-80396a5/

Photos: Due to the virtual conference, photos have been limited to what has been posted on the website.

 

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