Marketing Broadway to a New Generation - Tik Tok and Gen Z

Abstract

This paper examines factors contributing to younger audience attendance and participation in musical theater with a particular focus on how social media, specifically TikTok, plays a significant role. The following paper is based on existing scholarship in arts marketing, social media, and generational research. In addition to bringing together diverse secondary sources in these fields, a survey was conducted to gather and analyze data that can be used to strengthen and support the effective integration of this digital platform in building new audiences for theater.