Here’s one thing you don’t know about me:  I’m a country music fan.

In fact, Chris Young’s “You” was my wedding song.  And I’ve even written about country music (and Chris) before.

I know, you’re asking yourself . . . How in the name of Ethel Merman did a theater kid from New England, born to an Indian physician and a Hippie from San Francisco, end up listening to songs about pickups and solo cups?

It’s not that bizarre if you think about it – because you know what country musicians write?

Story songs.

What is a musical?  A collection of story songs!  (It’s one of the reasons I got behind this.)

But I diiiiiigress (as a country singer would drawl.)

The other day . . . I was listening to the Chris Young Spotify channel (and yes, I am taking my wife to see him for our 10th anniversary) . . . and that good ol’ country boy taught me something else.

I heard a different voice on one of his tunes.  Turns out it was another country star . . . Cassadee Pope.

A few songs later, there was another tune . . . with Vince Gill.

Turns out, Chris has a whole bunch of collaborations.

He’s not the only artist who has done this, of course.  He’s just my favorite.  

Sinatra had the Duets album.  Neil Diamond and Barbra Streisand did “You Don’t Bring Me Flowers,” which is now IN a musical.  🙂  (Click here to listen to it.) 

What’s so brilliant about this concept?

Two artists with two audiences come together to create new content . . . and thrill their audience, and gain a new one at the same time.

Fans of Chris hear Cassadee and vice versa.  Fans of Vince hear Chris, etc. etc.

There isn’t a concern about competition.  Or running out of an audience.  Smart, strategic alliances like these benefit these artists more than they could ever hurt.

So why don’t Broadway shows collaborate more?

There’s no reason why two shows couldn’t come together to create a piece of social media content.

Or literally “collaborate” on a social media post.

Or better . . . collaborate on a direct mail printing that splits the costs so it can reach more people. 

One of my favorite concepts is the “Show Buddy” idea.  You find a show with a similar demographic and you agree to market each other.  Flyer each others’ lines at the box office.  Stuff each’s programs.  And my favorite part . . . after an audience sees show #1, they get an email saying, “You should try Show #2!”  (Since very few people see shows twice, show #1 doesn’t have much to lose – and would get the benefit of the marketing from Show #2 saying to its customers to go see Show #1!)

Producers (and I’ve been in this group myself, I’ll admit) are often too scared to even whisper about another show around a customer or potential customer.  But why?  When done thoughtfully and with a plan (like any partnership), it can benefit both parties (like any partnership).  

And hey . . . even Microsoft and Apple collaborate.  Even China and the US collaborate.

I think there’s a safe and efficient way for a couple of Broadway shows to collaborate. 

I’m up for it . . . so if you’re producing a Broadway show when I am, feel free to reach out.  Perhaps we can grow our audience . . . and Broadway’s, at the same time.

And now I return to my regularly scheduled program of a Chris Young playlist.