As the theater world gears up for the next season of talent and creativity, Katharine Quinn, a queer-identifying digital strategist from Dallas, has been making waves in Broadway marketing.
Currently based in New York as the founder of And That’s Showbiz, Quinn’s approach to digital strategy has helped the shows she represents shine, especially during the high-pressure Tony Awards season.
Earlier this month, as the Tony Awards approached, Quinn and her team were engrossed in a significant push to promote their client, Maybe Happy Ending.
Their hard work paid off, with Maybe Happy Ending winning six Tony Awards, including Best Musical, Best Actor for Darren Criss, and Best Director for Michael Arden, showcasing LGBTQ representation at this prestigious event.
Reflecting on the frantic days leading up to the awards, Quinn noted, “That last week before the Tonys was nuts to get out more content to help the show. Now we can celebrate the show.”
In addition to her successful work with Broadway shows, Quinn has been vocal about the challenges local theaters face as they struggle to regain attendance following the pandemic. As these venues confront dwindling resources and grants being cut, she believes that social media could play a pivotal role in revitalizing regional theater.
“Every theater is a completely different situation,” she stated, emphasizing that tailored strategies are necessary. “But there are some practices that work regardless.”
Her advice begins with understanding where fans are and what they love about a theater. Social media allows organizations to listen to their audience and build accordingly.
Quinn advises theaters to consider their brand as the core of their identity. She notes the importance of producing ongoing content, suggesting that every production should also think of itself as a media company, allocating resources accordingly.
She also stresses the value of engaging with influencers strategically. By opening doors and offering unique opportunities to vocal advocates, local theaters can gain valuable exposure. This is crucial in creating buzz around their performances.
With a significant trajectory already established in her two-year-old company, Quinn has worked with notable productions, including the Tony Award-winning The Great Gatsby musical.
Quinn’s innovative approach to storytelling through social media has earned her recognition as a “Broadway Woman to Watch.” Her strategies have not only garnered attention from established media outlets like The New York Times but have also resulted in a 21 percent increase in web traffic following influencer collaborations.
Reflecting on her journey, Quinn revealed that the idea for her digital strategy firm was born during the pandemic. Captivated by the viral success of the Bridgerton musical on TikTok, she was inspired by the novel way those creators engaged their audience. “I was obsessed with the Bridgerton musical on TikTok. These two young women were writing a musical in front of our eyes, and I was so into how different that was,” Quinn recounted.
As the theater industry faced unprecedented challenges, Quinn realized that innovative marketing was essential to help it rebound.
Having a background in theater herself, Quinn has been involved in various capacities within the industry. She has worked as a writing associate and performed in regional theaters in Dallas, even having a stint at Disney Tokyo, but her ultimate aspirations lie in directing and choreography.
“I still have my hopes and dreams,” she said, expressing her desire to return to the director’s chair in the future when her company’s workload allows more flexibility.
Quinn cherishes the theater as her safe space, embracing her identity as a queer individual. Today, her business operates with a team predominantly composed of queer individuals. “I have a nonbinary partner, also, so the world feels beautifully queer all the time,” she shared.
Her passion extends to advocating for gender parity in the theater industry, both on stage and in behind-the-scenes roles. Despite acknowledging the current disparities, she feels grateful for the opportunity to work alongside and amplify queer voices and female talent on Broadway.
While Quinn’s journey in marketing may be unconventional due to her lack of traditional experience, she views her path as a serendipitous blend of her background in theater and innovative marketing.
“It’s kind of wild and amazing, but you can’t discount the effect and the numbers. And in our second year, we are nonstop moving and shaking,” she said.
Quinn also brings her perspective as a director to her content creation, offering creative insights and enhancing her work with a strong understanding of theater from multiple angles.
Describing her work in the industry, she remarked, “It’s like I have this huge sandbox to play in that I love so much.”
Thus, as Katharine Quinn continues to forge her path in the theater industry, her passion for storytelling and her innovative digital marketing strategies will undoubtedly serve as a beacon for both Broadway and local theaters as they navigate their next chapters.
image source from：dallasvoice
