Reader,

I've been thinking a lot about our Gen Z theatre kids and audiences. Generation Z, born between 1997 and 2012, are between 13 and 28 today. They, as they say, are our future.

We are seeing them on Broadway in mounting numbers. If you don't yet know who Ryan McCartan or Sarah Hyland are, ask your nearest Gen Z human. They're spending a lot of time online with these artists.

I had the absolute pleasure of seeing two of my local community's finest Gen Z artists last week. As Lucille and Leo Frank, Sarah Aiello and Jordan Bruner lifted up a production of Parade into a sensibility and focus that I genuinely believe lived within their understanding of relationships, life, and the world not as I understand it, but as they as GenZ humans, understand it. They were remarkable.

The Data - Teens

If you know me, you know I'll always go to the research and data. Let's look at what is resonating with teens. If we as theatremakers don't figure out how to talk to this generation, we're going to have a significant challenge keeping our theatres robust and plentiful with both artists and audiences.

New research reveals that teens prefer authentic cultural connections over social media tricks—and they can spot the difference in seconds. (Source: Digiday Trends Report)

Taking Action

If your theatre does not yet have a Teen Content Creator Team or isn't enlisting them for projects within your marketing content strategy, you're behind.

I know that TikTok is a volatile social channel right now, but if your theatre isn't there, you're missing out. I want to be clear: TiKTok doesn't help you measure direct ticket sales. It's 100% locked into your audience awareness, brand affinity metrics and engagement KPIs.

The Data - Twentysomethings

To effectively reach 20-30-year-olds online in 2025, focus on YouTube, Instagram, and TikTok where these demographics are heavily active.

93% of people ages 20-30 are on YouTube regularly.

What does your theatre's YouTube Channel look like? Are you ensuring that all videos you make are there? Does your copy include the right keywords to help your videos get into the right rail recommendations of your ideal, local audiences?

Instagram remains the primary platform for us in the arts. It is proving the fastest growth for both artists (our creators and talent) and for our audiences who are inclined to purchase tickets to our productions.

Do you know that your Instagram content strategy should be very different from your traditional Facebook content strategy?

How are you growing your Instagram content to align with Gen Z's need for authenticity, volume of content, and direct engagement?

Taking Action

Right now, you are probably feeling you are in one of three groups:

1. Yes! I'm rocking it! I get it and my marketing team is functioning well to meet the demands to grow and engage GenZ.

2. Yikes. All of this is new to me and I've learned something in this email.

3. Um. I need some help.

Are you in a "make it work" crisis mode at your theatre?

If you aren't able to step out and look ahead to what 2030 to 2035 looks like ...

... let me help.

If you are in group 2 or 3, hit reply. Let's work together to get your theatre on track to focus on growth.

Julie