Sue Frost on the Business of Original Broadway Musicals

Why Original Musicals Matter to Broadway

In a recent episode of Variety’s Strictly Business podcast, Sue Frost, a veteran producer and chair‑elect of the Broadway League, laid out the economic and artistic reasons she believes new works are essential to the health of the theatre district.

Frost argues that original stories attract fresh audiences, create licensing opportunities, and generate long‑term revenue streams that revivals cannot match. She points to the success of Memphis and Come From Away as proof that risk can translate into profit.

From Memphis to Come From Away: A Track Record of Success

Frost’s résumé includes two productions that have become case studies in the business of Broadway.

• Memphis opened in 2009, won four Tony Awards and ran for more than three years. The show’s blend of rock‑and‑roll music and civil‑rights drama appealed to a broad demographic, driving ticket sales beyond the traditional theatre crowd.
• Come From Away debuted in 2017, earning a Pulitzer Prize and a Tony for Best Musical. Its story of hospitality after 9/11 resonated globally, leading to touring productions, a filmed version, and a robust licensing program.

Both shows illustrate how a producer who invests in new material can reap artistic acclaim and financial stability.

Key Strategies for Bringing New Musicals to Life

Frost outlines three core strategies that have guided her career.

1. Early Development Partnerships

She stresses the importance of aligning with writers, composers, and directors from the earliest workshops. By securing a clear vision before a full‑scale production, producers can avoid costly re‑writes later.

2. Data‑Driven Audience Targeting

Frost works closely with the Broadway League’s research arm to analyze ticket‑sale trends, demographic data, and regional interest. This information shapes marketing budgets and informs decisions about touring stops.

3. Sustainable Funding Models

Beyond traditional investors, Frost taps into corporate sponsorships, philanthropic grants, and innovative revenue streams such as cast‑record sales and digital streaming rights. These diversified sources reduce reliance on box‑office performance alone.

The Role of the Broadway League in Supporting New Works

As chair‑elect, Frost will help steer the League’s initiatives that protect and promote original productions. Recent efforts include:

1. Expanding the Industry Research program to provide producers with real‑time market insights.
2. Negotiating more favorable licensing agreements for touring companies, ensuring that successful shows can reach audiences outside New York without eroding the original production’s profitability.
3. Advocating for tax incentives at the state level, a move that has been shown to attract new productions to the city.

Challenges Facing New Musicals Today

Even with strategic planning, producers encounter obstacles.

• High Up‑Front Costs – Staging a new musical often requires significant investment in set design, choreography, and original scores.
• Audience Skepticism – Established shows draw predictable crowds, while new titles must convince theatre‑goers to take a chance.
• Economic Fluctuations – Ticket pricing and discretionary spending are sensitive to broader economic trends.

Frost counters these challenges by emphasizing the long‑term cultural value of fresh storytelling and by leveraging the League’s data to mitigate risk.

Future Projects on Frost’s Radar

While she does not reveal specifics, Frost hints at two upcoming collaborations:

• A musical adaptation of a bestselling novel that explores themes of migration and identity.
• A partnership with a leading streaming platform to produce a limited‑run live‑recorded performance, expanding the reach of Broadway beyond the theatre district.

Both projects reflect her belief that innovation and accessibility are the twin engines of Broadway’s future.

Industry Voices on Frost’s Impact

Colleagues echo Frost’s commitment to new work. The New York Times highlighted her role in mentoring emerging producers, while Playbill praised her ability to balance artistic integrity with commercial viability.

What Audiences Can Expect

For theatre lovers, Frost’s focus on original content promises a steady stream of fresh narratives, diverse musical styles, and stories that reflect contemporary society. Her track record suggests that each new production will be backed by rigorous research, strategic financing, and a clear artistic vision.

As the Broadway ecosystem evolves, Sue Frost’s dedication to birthing original works ensures that the Great White Way remains a place of discovery, not just nostalgia.