I will never open a new musical without doing this first.

Today, we announced the original concept album for The Griswolds’ Broadway Vacation.

You can listen to the first single featuring Tony Award–winner Santino Fontana here. And you can pre-save the full album here.

Why Release the Music Now?

First, because I love it. And when I love something, I want to share it.

But the bigger reason is simple: the most powerful element in marketing a musical . . . is the music itself. (It’s the root word of “musical,” after all.)

The New Reality of Broadway Marketing

Today, every new musical needs an audience before it opens. Costs have skyrocketed, meaning shows risk losing more money during previews than ever before. Without fuller houses in that crucial period, your reserve runs out quickly.

We’ve all seen shows with glowing reviews close earlier than expected. This is why.

So, what can producers do? I narrowed it down to two strategies:

1. Reduce costs whenever possible. That often means “finding the Off-Broadway solution to the Broadway problem.”

2. Build an audience with what you do have. If you don’t have a star or existing fanbase, then what unique element can you share?

Why We’re Releasing The Griswolds’ Broadway Vacation Album

In our case, we do have something beloved: the Griswolds. Generations have grown up with their family vacations and misadventures. But I never believe you should rely only on a brand name.

That’s why we decided to build an audience through the music of David Rossmer and Steve Rosen. Their score is funny, heartfelt, and instantly hummable. It perfectly captures the chaos and comedy of the Griswolds.

So, we asked ourselves: why wait for a theatre? Let’s release the album now.

Our goal is simple: get the music out there, make people laugh, get them humming along, and when the show is announced, have them ready to grab tickets to hear it live.

History Proves It Works

This isn’t new. Jesus Christ Superstar started as a concept album. Be More Chill went from regional theatre to Broadway thanks to its recording. We did the same for JOY last year.

What Other Producers Can Learn

If you’re developing a new musical, my advice is:

• Release the music early. Build your audience before previews (or before you even have a theater).

• Distribute it commercially. Platforms like Spotify and Apple Music aren’t just streaming services — they’re search engines that help new fans discover you.

So for me? I’ll never open a new musical without doing this first.