AKA’s Robert Jones on the Casting of Charli D’Amelio in “& JULIET”

The casting of Charli D’Amelio in the company of "& JULIET" is a gift on many levels. There has never been a better nexus of content creation, the personal brand of a content creator, and the brand of a show. The pop joyride that is “& JULIET” perfectly aligns with Charli’s influencer persona and audience. And indeed, it’s made all the richer as it stemmed from her ambition to take her professional dancing career to the next level – and auditioning for a dance-heavy track in a Broadway show was the perfect progression. As Broadway continues to strive for broader audiences—especially those who may be attending their first show—this kind of nuanced casting of an influencer with the genuine authenticity baked in is a marketer’s dream, unlocking new opportunities for reach and engagement. My team at AKA had the privilege of shaping the marketing strategy for "& JULIET," leveraging this announcement to generate buzz and create bespoke content that not only excited fans but also kept them engaged and sharing.

Theatre has always been more niche than other entertainment with wider distribution, and so too has the impact of content creators. Theatre’s legacy far predates film and TV, while social media, as a newer form of entertainment, is still defining its place in the cultural landscape. Charli’s influence exemplifies how star power manifests in many forms and underscores how this moment will stand out as a key intersection of Broadway and TikTok in 2024.

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