Theater marketing: Insights from Arthur Jones

"I thought a Broadway credit would make the hustle easier. It didn’t."if you’ve ever thought the next milestone would finally make things feel “stable.”, Clair Rachel Howell said it best - even after booking Wicked, the grind never really stops.Swing life means you’re always learning, adjusting, and making peace with imperfection.  Self-tapes are brutal when you’re a perfectionist and can hear every tiny thing back. The real win isn’t “having it figured out” - it’s staying ready when the call comes.And honestly? That’s such a real reminder for anyone chasing something big. The job changes, but the work stays.  Maybe that’s the part nobody tells you.

Welcome to this week’s edition of Broadway Unexpected, where we dive into the fascinating world of theater marketing with Arthur Jones, head of marketing at the Royal Shakespeare Company. Arthur shares his journey from a childhood filled with theater magic to navigating the complexities of marketing in this vibrant industry.

In this heartfelt conversation, we delve into the creative processes of composer Gianluca Cucchiara and choreographer Eleesha Drennan, who are collaborating on the new musical "Ayla". They share personal stories that illuminate their paths into the world of theater, highlighting the impact of music and family on their artistic journeys.Ayla is a new musical that Gianluca, Eleesha and Academy Award winning producer Giovanna Romagnoli are ready to take the next step and present it to the world.  Yesterday, they announced a one-night only concert at The Other Palace in London on November 30th.  Among those scheduled to perform is Astrid Harris who was very recently on Broadway Unexpected.  Tickets are on sale now!

Tobi LaCroix, a remarkable young talent in the world of pop music, joins us this week to share his journey into songwriting and composition. Starting at the tender age of four, Tobi has quickly risen in the indie pop scene, captivating audiences with relatable lyrics and catchy melodies.Pop music is not brain dead.Tobi LaCroix said the quiet part out loud: simple is harder than complex, and derivative doesn’t mean lazy.Have you ever loved a song because it just hits. Save this for the next time someone acts like pop is “easy.”  This conversation dives into the difficult objective of creating hooks and lyrics that resonate.

Douglas Waterbury-Tieman said something I can’t stop thinking about:He busked in New York and got his next big connection because he showed up with a fiddle and no plan.He didn’t “start” New Musical Theater Nashville by waiting for permission — he built the room first.The work grows when the community does. That’s the part people miss.Talent matters, but consistency and connection move things forward.If you’re building anything creative, this is your sign to keep showing up.

Jake Pedersen knows the highs of Broadway—and the uncertainty between gigs.After Parade, Wicked, and Ragtime, Jake still had moments of wondering, “Is this gonna be for me?” In our conversation, he opens up about the auditions, the in-between periods, and what keeps drawing him back to the stage.Because an acting career isn’t only the spotlight. It’s also the waiting, the uncertainty, and choosing to keep going because you love the work.

In this episode, we sit down with Rebekah Greer Melocik, a talented composer, librettist, and lyricist known for her work on the Broadway musical "How to Dance in Ohio". Rebekah shares her journey into musical theater, revealing the pivotal moments that shaped her career and her passion for lyric writing.In today's conversation, Rebekah shares about her latest project, "It Comes With The Building", an original musical with music by Jacob Yandura and book by Harrison David Rivers.

Jodie Steele, a West End star, shares her transformative journey from Basingstoke to the bright lights of theatre.  Jodie reflects on the moment that ignited her passion for acting—a trip to see Wicked at 17, thanks to her mother's sacrifice. "I just remember thinking, wow, this is the best thing ever... seven years down the line, I would have been doing my Elphaba dress fitting," she recalls. Her journey into musicals wasn’t immediate; instead, her teenage years were filled with challenges, including bullying and a rough upbringing.Jodie is well-known for her role as Heather Chandler in the U.K. premiere and West End runs of Heathers, The Musical.  She also portrayed Katherine Howard in the UK tour of SIX, The Musical.  

In the first episode of season 3 of Broadway Unexpected, we sit down with Jess Folley, a talented actress and songwriter currently featured in "Les Misérables" on the West End. Jess shares her journey into the world of theatre, revealing how her passion for performance began at a tender age and how songwriting became her voice in moments of emotional depth.Before joining the cast of Les Mis, Jess won the first series of The Voice Kids UK.  With her band, RLY, they won X-Factor: The Band.  She ultimately combined all of that experience to compose and star as Ali in the world premiere of Burlesque, The Musical.

Discover how Astrid Harris' early experiences in a musical family shaped her career in theatre. Learn about her journey, passion for accents, and insights on performing arts.As a child, Astrid Harris was surrounded by creativity and the performing arts. Growing up in a family steeped in music and visual arts, she found her passion early on. In this interview, we’ll explore Astrid’s journey into theatre, her love for accents, and what aspiring performers can learn from her experiences.You can catch her playing Céline Dion in Titanique at the Criterion Theatre in London.