Did a Viral TikTok Keep SWEPT AWAY Afloat? ⚓️

How unplanned social media moments turned the tide for a sinking Broadway show

Author

Matt Rodin
December 27, 2024

Good morning and welcome to inaugural edition of The Fourth Wall: a newsletter that spotlights the strategies connecting creative work with its people.

This week we're diving into how Broadway's SWEPT AWAY rode the perfect storm of viral social videos to turn the tides on an early closing notice.

⚓️ Setting Sail

Photo: Emilio Madrid

The $14.5M Avett Brothers musical dropped anchor on Broadway on October 29, officially opening on November 19, following runs at Berkeley Rep and Arena Stage.

The show's early marketing campaigns leaned heavily on The Avett Brothers, betting on the band's dedicated fanbase. This proved successful for both of their critically acclaimed out-of-town runs but didn’t generate as hearty of sales for Broadway - hitting just 61% capacity with a $412K weekly gross post-opening.

🎨 The Visual Voyage

SWEPT AWAY's initial branding aligned with Berkeley Rep's brand identity, originally conceived by Pentagram. The design language was bold and clean - a sans-serif wideset font, and a monochromatic color story. When the show moved to DC, they pivoted to a more narrative-driven design by Ken Taylor (known for his work with Phish and Dave Matthews Band) and Drew Hodges (Hamilton, Chicago) - with an overall aesthetic that was more stylized and maritime inspired.

Left: Berkeley Rep, Right: DC & Broadway

It’s worth asking: which design makes you more curious or excited or likely to buy a ticket? (There's no wrong answer!)

🌊 The Perfect Storm

L: Hunter Brown viral TikTok
R: Closing announcement video

On November 29, days before the closing notice, cast member Hunter Brown accidentally sparked a TikTok phenomenon with a playful parody of Boq’s verse in “Dancing Through Life” from WICKED - which quickly racked up millions of views. This viral moment meant SWEPT AWAY was already riding a small wave of social media attention when the bigger news hit.

The closing announcement came during the December 5 curtain call, with audience videos quickly spreading across social media. After months of struggling to build awareness, two unplanned moments put the show in the spotlight.

The impact was immediate and dramatic:

  • December 1: $412,182 gross / 60.89% capacity

  • December 8: $540,306 gross / 81.26% capacity

  • December 15: $657,500 gross / 99.41% capacity

💨 A Second Wind

Taking advantage of their newfound momentum online, producers didn't just send out a press release about the extension - they had the cast announce it during the December 12 curtain call:

"The story we tell is about the will to survive against incredible odds. Last week it was announced that SWEPT AWAY would be closing and then, something happened. We came to work the next day, and we walked out to a completely sold-out house. And then the next day it happened again and then it happened again."

Stark Sands

The two-week extension - through December 29 - was met with cheers, and once again, audience videos quickly made their way across social media.

🧭 Charting New Waters

While the show's Broadway voyage ends on December 29, it's demonstrated something fascinating about theatre marketing in 2024: sometimes the most powerful promotion isn't carefully planned social strategy or targeted fan outreach. A cast member's playful TikTok and two emotional curtain call announcements did what months of traditional marketing couldn't - they made people pay attention, and more importantly, buy tickets.

👀 Worth A Look

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