Point of View

April 8, 2010, 9:11 pm
Filed under: Broadway Across America

Broadway’s hit musical Spring Awakening has captured the hearts and minds of an entire generation of young theatergoers like no other musical since Rent. And as a result, a group known as the The Guilty Ones, comprised of the show’s most ardent young fans, has sprung up in every city the show has played, with a mission to spread the word about the show on their own. The Miami Guilty Ones organized last month, made up mostly of teenage girls and boys, ages 14 through 18, from high schools, colleges and theater companies across the state of Florida.  As the Spring Awakening Miami engagement approaches, the Miami Guilty Ones has become the Adrienne Arsht Center’s official fan club and street team of guerilla marketers on behalf of the musical. 

The Guilty Ones; Photo by Paul Kolnick

Broadway’s most talked about new musical and the biggest Tony Award®-winner in years, (8 awards including Best Musical), has its Miami premiere at the Adrienne Arsht Center, May 11 – 16, 2010.  Set against the backdrop of a repressive and provincial late 19th century Germany—but accompanied by a thoroughly 21st century rock score by Duncan Sheik—Spring Awakening is about self-discovery and budding sexuality as seen through the eyes of three teenagers.  In every city it’s played, from New York to San Francisco, word-of-mouth has been an incredibly influential factor in the show’s success.  And a lot of that has to do with the Guilty Ones

Spring Awakening; Photo by Paul Kolnick

In fact, the Guilty Ones are key to the show’s viral campaign:  posting online blogs, bulletins and banners, sending ecards, and emails – lots of emails.  Our Guilty Ones also distribute Spring Awakening flyers at area shows and events, as well as help with group sales.  And it’s set up as a contest among the group members to see who can help their favorite show the most. The more each Guilty One helps promote the show, the more great prizes he or she receives – exclusive stage seats, show tickets, meet & greets with the cast, after parties, signed posters, tee shirts and more.  The coveted stage seats are the ultimate reward for any Spring Awakening fan because it places them right in the middle of the action, on stage with the cast, experiencing the audience and musical just as the cast members do. 

(The Miami Guilty Ones have exclusive claim on the stage seats until about two weeks before opening, at which point any unclaimed stage seats go on public sale.)


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