by Chris Peterson, OnStage Blog Founder
Dear Taylor Swift,
I hope this letter finds you well. As a fan of your music and a passionate supporter of Broadway, I am writing to you with a heartfelt request: The world of musical theatre is in need of a revival, and I believe only you have the talent and vision to bring a fresh and exciting new show to life that could reignite the magic and business of Broadway.
Help us, Taylor Swift. You’re our only hope.
~~~
There’s no debate that Broadway could use a boost right now. While we’re getting more openings of shows, we’re also seeing many closings. Grosses this year came in around $1.54 billion, which is down from last year’s $1.57 billion. But it also should be noted that this year, we saw almost twice the number of opening shows.
Tony Awards ratings were down yet again, with only roughly 3.5 million people tuning in this year. That’s more than 50% down since the 2017 ceremony, which saw Hamilton dominate the awards.
With costs not decreasing, ticket prices not getting any lower, and Broadway powers not figuring out a streaming option, solutions seem to be few and far between.
This leads me to my main point – Broadway needs Taylor Swift.
Swift is an unparalleled global superstar whose unique storytelling ability and massive fanbase could inject new life into Broadway. And from what I can tell, she wants to come to 42nd Street.
So what would a Taylor Swift-composed musical do for the Great White Way? The short answer – everything.
First and foremost, there would be a financial boom connected with the show. Swift’s global fanbase is massive and extremely dedicated. Her Eras Tour performances sell out in minutes, making it the highest-grossing tour of all time. Beyond ticket sales, the musical would open lucrative merchandising opportunities, from cast recordings to merchandise. The show’s success could also attract other deals and partnerships, further boosting profits. Additionally, a successful Broadway run could lead to touring productions, extending the revenue potential globally. This financial boom would not only benefit the production itself but also contribute to the broader Broadway economy.
The announcement of a Taylor Swift Broadway musical would generate unprecedented media buzz, dominating headlines across entertainment news outlets and social media platforms. What we saw with RENT and Hamilton was based on word of mouth. Taylor Swift’s massive fanbase and cultural impact ensure widespread coverage.
And just to be clear, I’m not crossing my fingers for a jukebox musical. And I don’t think she’d be interested in that. I’m talking about an original musical. While I don’t think her trademarking “Female Rage: The Musical” has anything to do with a planned Broadway show, I do think she could easily write a fantastic piece.
The past decade has shown her ability to adapt and innovate across different musical genres. Her knack for blending genres could bring a fresh and modern sound to Broadway, appealing to both traditional theatergoers and new audiences. Her lyrical prowess, characterized by vivid imagery and emotional depth, would translate beautifully to the stage, creating songs that advance the plot and deepen character development in ways that are both memorable and moving.
I firmly believe we’re all going to be talking about Florence Welch’s Gatsby later this year. I feel the same about a Taylor Swift musical.
And ratings for the Tony Awards? Well, those would see an unprecedented spike as well. Just look at what she unintentionally did for the NFL this past season. Swift’s extensive and dedicated fanbase would eagerly tune in to see her work celebrated, potentially doubling or even tripling viewership.
But would Broadway business powers welcome her with open arms? If the words of a friend who invests in shows are any proof, the answer is a resounding yes.
“I would invest every cent I had into a Taylor Swift musical,” my friend said. “It would be the stupidest business decision not to.”
And let me be clear: I’m not downgrading the fantastic works we’ve seen come out. Many would claim that other solutions would restore Broadway to its former glory. But what the past decade has shown us is that shows with A-list stars(mostly from outside Broadway), shows based on movies, or tourist-attracting material are what thrive and survive.
Shows that reshape the musical landscape? We’ve had those. They won awards, most them closed right after the Tonys. Lowering ticket prices? That solves nothing.
While Broadway has had some hits over the past decade and certainly has seen some incredible shows that have pushed what musical theatre can be(A Strange Loop and Hadestown among them), what the industry needs now more than ever is a show that lifts the entire industry financially and socially.
In a time when Broadway needs a hero, Taylor Swift could be the industry’s saving grace.
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