Date of Award

Spring 2022

Degree Type


Director of Thesis

Dr. Armen Shaomian

First Reader

Dr. Elise Ince

Second Reader

Dr. Elise Ince


In recent years, social media has become an increasingly important part of the marketing strategies for many Broadway productions. Yet, many Broadway marketing teams do not take complete advantage of their social media channels, instead relying on traditional marketing methods to attract audiences. Hamilton: An American Musical is a recent Broadway production that has used an innovative social media marketing strategy to attract diverse audiences and create a dedicated fanbase. By analyzing the strategy across Hamilton’s Instagram, Facebook, Twitter, YouTube, and TikTok, I determine what made its social media so successful and how other Broadway shows can learn from its strategy. The innovative social media tactics used by Hamilton and other shows like it have allowed Broadway to grow the theatre community, attracting younger and more racially and ethnically diverse audiences. These new audiences are the future of theatre and have growing power to dictate Broadway’s future.

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© 2022, Jordan Pontelandolfo