producing

What is a Producer?

“ Lives with passion, dies with hope, is a warrior against cynicism, creates a family against all odds.”

We are storytellers! Unlike a lot of other businesses that use social media our marketing and our product are the same thing! A story. So when we're introducing the product we have the chance to prove we're good at what we're selling.

"The story we tell in our marketing needs to be as compelling, if not more so, than the performance itself."

Because when you treat your projects like they have a lifecycle beyond a single marquee, you make better decisions from the start.

You budget differently. You find accounting software that you hate less than Quickbooks Online. You keep investor records up to date. You don’t pay people under the table. You keep a clean paper trail. You scan... See more

That love is not an optional luxury to be a lead producer but is practically a requisite for success. Moreland makes it clear that to excel in his profession, he must be just as passionate about the business of Broadway as he is about the art of theater.

I’ve said this before: musical theatre is arguably America’s only original art form – born here, shaped here, continually reinvented on Broadway. Yes, of course it’s influenced by global traditions, but the musical is uniquely ours. So when the number of new works drops, I’m thinking it affects the health of the art form, not just the business.

I find that it’s in this search for aesthetic satisfaction that so many of the best lessons are found. I’m not talking about ornamentation or bells and whistles. I’m taking about the beauty of the four Cs: Clarity, cohesion, consistency, and conciseness.

Trying to provoke, rather than prescribe, is her approach. “I don’t want the writer to write what I want — I want the writer to write something that I didn’t know I needed. And that’s been the rule for me throughout my working life, to do with the thing that’s almost impossible to articulate, which is about a feeling, about a chill, about a... See more

This gift of the ol’ razzle dazzle is key in the most crucial part of a producer’s job: convincing investors to back their projects to the tune of millions of dollars per production

“She is deeply, deeply respectful of the journey of the artist — even if she can see something isn’t going to work, she will back off and wait for me to find it. She doesn’t look for conflict to prove status or power.”