Broadway and the influencer industry are doing a lucrative dance

• Broadway stars like Mary Kate Morrissey of "Wicked" are turning to influencing as a side gig.
• At the same time, social-media creators are making their way to the stage.
• Influencers have also become a marketing asset for some Broadway shows.

Mary Kate Morrissey, the current star of Broadway's "Wicked," didn't set out to become an influencer.

But her TikTok page began to grow wildly last year as anticipation for the movie adaptation mounted.

On TikTok, she started showing all the gadgets she uses to perform the demanding role of Elphaba, from mouth tape to vocal steamers to neck massagers. That's when fans requested she make an Amazon Storefront, where influencers can compile products and earn a commission on subsequent purchases.

Morrissey told Business Insider that the amount of business the Amazon Storefront did was "insane."

As her social following grew, brands came calling directly to hire her for influencer marketing. "Wicked" is protective of its brand, but she's threaded the needle by focusing on her offstage persona.

In one ad, Morrissey de-greenifies using a cleanser from Farmacy. She's done other deals with companies like the footwear brand Bared, antihistamine Allegra, and hotel giant Hilton.

"To have a gig that feels creative, that feels like it complements what we're already doing, that can keep the lights on, is totally worthy of attention," she said.

When her "Wicked" contract ends in March, she said she foresees influencing taking more of a "front seat" as she sets out on auditions.

Morrissey's not the only Broadway performer carving out a niche on TikTok, which has also been a boon for the dance industry. Performers like JJ Niemann, Julie Benko, and Meg Doherty have cultivated sizable followings by showing their pre-show routines and backstage antics.

As these Broadway stars are becoming influencers, some social-native creators are making their way to the stage. TikTok superstar Charli D'Amelio has an ensemble role in "& Juliet," which resulted in a ticket sales bump, while Trisha Paytas starred in a one-night show with Broadway veterans Sutton Foster and Ben Platt. Before them, influencers Colleen Ballinger, Todrick Hall, and Cameron Dallas appeared onstage.

Celebrity casting transcends the influencer realm. Shows like "Grease" and "Chicago" have nabbed TV and movie stars over the years to generate buzz. Still, there's been stigma surrounding influencers by some within the Broadway community in the past, said the talent manager Paul Luckenbaugh of Select Management Group, who reps Morrissey and Niemann. However, he said producers are increasingly seeing it as a marketing asset.

"I'm adding value because people are going to feel like they're seeing their friend in a show," Morrissey said of building her social profile.

Newer shows like "The Great Gatsby" are also turning to influencer parties and collaborations to generate buzz.

Influencer earnings vs. Broadway wages

Luckenbaugh signed Niemann, his first client in the theater space, in 2020 after Broadway went dark. Grosses plummeted during the pandemic, and while the industry has been trending back up, it still hasn't completely recovered.

Luckenbaugh saw a financial opportunity, particularly for out-of-work actors. The minimum salary for a Broadway actor is $2,638 per week, and Luckenbaugh said influencers can make multiples of that amount in a single sponsored TikTok.

Select reps about 10 clients in the theater space, including current and aspiring performers. Niemann, for his part, has 1.1 million TikTok followers and has done partnerships with Raising Cane's and Lionsgate.

'Posting a TikTok doesn't even compare to standing on a stage'

For some influencers, being on Broadway isn't about money.

Jess Val Ortiz studied musical theater in college and became an influencer with 10.5 million TikTok followers. One day, she hopes to make it big on Broadway and get the role that Morrissey is currently playing.

She said she's grateful to make a living as a creator, but it can get lonely compared to the give-and-take of live theater and working alongside a cast.

"Standing in my living room and posting a TikTok doesn't even compare to standing on a stage and getting an applause," Ortiz said.

She just booked her first show in several years, a Los Angeles production called "One for My Baby."

"I want to be able to prove myself in the theatrical space," she said. "I want to earn it."