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Even Virtual Stuff Needs a “Cover”

In a way, a live event is a virtual good.There’s a bit of irony in that, too, because we associate “virtual” with our new, modern world, whereas live events are as ancient a “product” as humankind produces. It’s not hard to picture a particularly rakish Neanderthal smartass standing on a rock telling jokes as his two burly buddies stand at the opening to the cave collecting payment in the form of berries or a mammoth steak.A live event is...

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Bright Ideas

Make People Want to Talk About What You’re Doing

I agree with Lyn Gardner that Theatre Criticism is not in crisis.A headlong, destination-uncertain transition perhaps, but not crisis.How does this relate to selling out a venue? It’s great to have people commenting on what you do in as large a forum as possible. One major structural advantage for sports event marketers, for example, is that there are entire TV networks (ESPN being the leading one) who must talk about their product 24 hours a day on multiple venues....

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Brilliant

Look Out for “Government Shutdown: The Musical!”

Dirty Underwear, The Musical? Banksy Brings Broadway to Brooklyn.This is hysterical, and deserves to be a comment meme. Why not start right now in the comments right here? I'll go first: Government Shutdown: The Musical!

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Bright Ideas

Defining Originality: The How Rather Than the What

Half of Broadway's content is from other sources, according to this article. And you know what? I don't care! In fact, I think Jordan Roth of Jujamcyn Theaters nailed this topic forevermore in his TEDxBroadway 2012 talk, when he defined "originality" to mean more than just, "is there source material?" But on the invention inherent to the work. The "how" rather than just the "what," as he put it.Hey, Shakespeare cribbed Ovid, Plutarch and folk tales from all over Europe,...

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Marketing

No One Knows and No One Cares

Here’s a joke for you: What’s the difference between ignorance and apathy?I don’t know, and I don’t care.No, really, that’s the answer. Seth Godin once said that booksellers shouldn’t be worried about piracy robbing them of riches, but instead wishing people cared enough about their products to try to pirate them.That reminded me of something I say to entrepreneurs and would-be entrepreneurs all the time: If you work from the assumption that no one knows or cares about your product or...

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