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[0:00] Martín Acuña: Hi everyone, I am Martín Acuña and you are listening to Backstage Talk.

[0:16] Martín Acuña: Hello everyone, welcome back to another episode of Backstage Talk. Today's episode is really special for me because I have here with me two amazing friends that I met in 2022. After a lot of engagement and a lot of interaction on social media, I first met them through Twitter. Then when I started going down the rabbit hole on TikTok, I started seeing their videos. And then we met in real life and it was a dream come true. I have here with me Ashley Hufford and Kate Reinking. They're both theater influencers. They're both theater artists that have outside of theater day jobs. So Kate, Ashley, thank you so much for being here. I absolutely admire both of you. So welcome to Backstage Talk. I'm really happy.

[1:15] Ashley Hufford: Yeah, I'm so excited to be here. It's so fun. Thank you.

[1:19] Martín Acuña: I know the two of you because you're theater influencers. I'm just going to drop that in. But who are each of you? What would be a 15-second introduction you would give someone about each of you?

[1:34] Kate Reinking: Ooh, that's a good question. It's hard because I feel like the theater thing and the influencer thing are obviously connected, but the theater thing existed totally on its own before. I was seeing probably not... No, it was still a lot. I saw over 100 shows the year before COVID happened. So it wasn't like... I wasn't posting anywhere. I was posting my Instagram stories. So it's weird. It's still funny to me that I'm like, oh yeah, I do theater content. But the theater love started a long time ago.

[2:11] Ashley Hufford: And you also work in politics, right?

[2:12] Kate Reinking: Yeah. So my day job, I'm a video producer. I run a video team for a progressive nonprofit. And we're working on organizing towards the election because... Well, every election, but there's a lot of... 24 is a big election. So everybody vote.

[2:26] Kate Reinking: Yeah. So I'm Kate Reinking. I guess also a theater influencer. It's so weird to say. Like Ashley, my love of theater started way before I posted it online, but I'm a software engineer by day. And so seeing theater keeps me sane. And I love talking about it because in the world of software engineering, I don't know anybody else that loves theater as much as I do. And so there's not somebody that I can go to the water cooler and start talking about this random off-Broadway play. And so I started posting that online and that's kind of how that world opened up.

[3:17] Martín Acuña: So both of you literally ended up being theater influencers, but out of the blue, like by the grace of the universe, started talking about that on your stories on TikTok. And here you are because both of you have a pretty big following now.

[3:36] Ashley Hufford: Yeah. So I'll... Not to jump in front of Kate, but I think both of us kind of have a similar story where like during COVID, we were at home. I was living in Toronto at the time. I'd moved up for work to Canada in 2019. And I was living in an apartment by myself and I had like two people I knew in Canada and I was stuck. And we were just at home all the time. And so the first video that I made that went really viral was like, it was just a video of me organizing my playbills because I had like a thousand, I mean, not a thousand, but like, no, like a lot, a lot of playbills. And so it was just like, here's how I organize my playbills. And then that video got like 300,000, which at the time was like, I mean, it's still a big number, but like at the time was like astronomical.

Like I was like, who, well, who cares about this? Like I was just bored. Like I was bored at home and I was like, I have no one to talk to. So I'm talking to myself and then I'm going to post it on the internet. And yeah. So it begins.

[4:37] Kate Reinking: Yeah. Very, very similar story. I started, technically I started TikTok before the pandemic by like a month because I had an entirely different career. I was a supervisor at an attraction at a theme park. And because most of the employees were like in that late teens, early twenties, they were all on TikTok and some of them had gotten big. And so I was like, oh, I'll be a supportive boss. I'll like, go check it out. And so I started, I started just browsing TikTok and I was like, this would be a cool platform to talk about, like to document my theater going, because I'd only used Instagram before. And so I did like three videos, I think of like me going to Escape to Margaritaville and this play at the Geffen and they were awful.

They're still up online. So you can see them. They are the worst things I've ever created. And then the pandemic happened and I stopped that entirely. And I got laid off. I moved back home with my parents and I was like, I'm going insane. So I just started talking about theater because that was the only thing that I, you know, the only way that I could talk about theater. My, my, my dad that I was living with at the time isn't into theater at all. He doesn't know what I'm talking about. So it just, it just came down to trying to find a community and that's exactly what I found. And yeah, my first video to kind of make it big was me ranting about how somebody had dissed Legally Blonde in one of my comments and how it's a trash movie to musical remake.

And so I went on this rant about how even though A Little Night Music and Legally Blonde are both based off of films, they both have merit, even though they are very different. And then that kind of, it did not do 300,000 views. It was like, it was like 5,000. But for me at the time, I was like, what? That's when I, that was when I followed you. I literally, that was the video that I saw and I was like, well, this person follow. Like, but okay, sorry.

[6:49] Ashley Hufford: Funnier is that I also had TikTok, I started it up right before the pandemic because I used to work in sports. And so my first viral TikTok was of Charli D'Amelio dancing at the NBA All-Star game. I just, it's like from the stands of the NBA All-Star game. And I just was like, ha ha, I knew nothing about TikTok. I was like, this will do well because it's Charli D'Amelio. It like got like, like, I think I got like a million. It was the first TikTok I ever posted. But I just think it's so funny because it's Charli D'Amelio dancing at the NBA All-Star game, a classic. Love that, love that. Just like my content. That's what, basically what my content is now. I love that.

[7:25] Martín Acuña: So what is your biggest theater hot take? Because we're talking about rants here from someone dissing a musical on TikTok, but, and it's like, it's a pretty loaded question, I know, but feel free to fire the gun.

[7:36] Ashley Hufford: I mean, I posted this one on Twitter a few weeks ago, but my biggest theater hot take is that I don't think shows should last longer than 10 years on Broadway.

[7:54] Kate Reinking: I saw that and I was like, maybe it's true, even if it's our favorite shows, because you did that caveat.

[8:00] Ashley Hufford: Yes. Yes. And it was like, I love Wicked. Close it. Yeah, I love the Lion King, but five years, I hope to be at the 30th celebration, but yeah, we need the space.

[8:15] Kate Reinking: No, exactly. And it's not even just the space. It's the, I want regional theater productions of Wicked, you know, and maybe, maybe I'd be okay if they lasted on Broadway longer, if they were able to release the rights. You want that, you want the Hamburg Flying Elphaba around the theater.

[8:34] Ashley Hufford: Yes. Yes. I want, you know, I want Lion King in a black box with like finger puppets. I don't, give me anything. Try something new. But there's something so stagnant about just having the one production that you can go see. I know, I haven't been back to Lion King since I was like, I think a freshman in college. I think I went for my 18th birthday. And like, I kind of don't want to go back because I feel like at the time it felt like so spectacular, but I'm like, now I'm like, you see like Life of Pi and you see like Milky White and you're like, these puppets have like, and they're still just puppets, but I think they've come like so far that I feel like the Lion King puppets, I'm going to be like, oh no.

[9:20] Kate Reinking: I did just have to go see it again because it was my, it was my last Broadway house. And I felt the same. I was like, I don't know if I want to go see it again. Cause I saw like original cast. It was my second Broadway show ever. It's such an imprinted memory, but I don't know. It was, it's kind of worth going back. It's definitely not as good as the first time you see it, but you know.

[9:43] Ashley Hufford: You keep the memories because I did the same 10 years apart from my, because Lion King was my first Broadway show in 2008. And then I saw it again in 2018 and I was like, it's a 10 year difference. Of course, there are things that I was like, this is for children. But then again, I was like, this is Disney theatricals. Right. But it's one of my favorite shows. So yeah.

[10:12] Martín Acuña: Ashley, what would be your theater hot take?

[10:18] Ashley Hufford: I don't know. I'm so bad at hot takes. I really am. Cause I, I just, I, the problem is the most part, I really just like things. And so I think I had, I struggle coming up with like really scorching hot takes.

[10:29] Kate Reinking: Yeah. It happens to me too. I know. I'm like trying to think.

[10:33] Ashley Hufford: Well, come back to me. Let me think. Let me think about it.

[10:40] Martín Acuña: We will. We will. So you two have been pretty active lately in a conversation online about shows increasing their marketing efforts with influencers and how influencer marketing has affected the entertainment industry. So how do you think that has happened? How do you think that influencer marketing has affected shows, their engagement, our audiences?

[11:02] Ashley Hufford: I mean, I think not to like, but like we led the way, like we started making content and then shows started seeing success and then shows started reaching out to be like, wait, we want you to make content for us. As opposed to like, I mean, and again, like we were doing, I've done, you know, a thousand videos for shows for free. Like I've actually, I don't think I've ever been paid. I've gotten tickets. I don't think I've ever gotten like paid to make a video really. That wasn't like that for a show.

[11:33] Kate Reinking: Yeah. Yeah. Kind of thing. I don't think so. I don't think so. And so I think that like when I hit like 25K, I think was the first time that someone was like, why don't you just send a show an email and see if they'll give you a ticket? And I was like, I can't do that. I was like, that's, no one's going to give me free tickets. And then I did. And then they were like, yeah. And I was like, what me? And it was wild. Like the first time I went to like a Broadway show that like I had not paid money for, I was like, they're going to kick me out. Like they're going to realize that I'm not the New York Times. They're going to be like, what are you doing here?

[12:18] Ashley Hufford: And like see and I like emailed the Kennedy Center and I was like I'd love to go see Oklahoma on tour and they're I was like they're gonna laugh at me because it's the Kennedy Center and they were like sure would you also want to see Mean Girls while you're here and I was like yeah and I was just like shocked like it was you know and I was just like oh me like I don't know it's still every time I show that I really want to see reaches out and I still not great at it because well I tend to jump and buy tickets early and then they'll reach out and be like yes I'm going a second time but it is it's very it is a cool still surreal experience.

[12:57] Kate Reinking: Yeah I still can't reach out to shows I've reached out to one and got turned down but then I got to go see it for free the third time so you know it comes around I can't believe you don't reach out to shows I mean I don't I will say I don't reach out to Broadway shows I reach out to a lot of off-Broadway shows um I reach out to a lot of regional houses not always like when I went to my LA trip I just said like I wasn't reaching out to be like give me Secret Garden tickets because I was like they don't need me to they're not going to give me a Secret Garden they don't need me to go see your garden like it's already people are seeing Secret Garden.

[13:28] Ashley Hufford: Um but yeah I mean the like I'm seeing Perfect Crime on uh oh yes on Tuesday which is the longest running show in uh in the maybe the whole country unclear so running for 36 years it's their anniversary on Tuesday never been and I was like I was gonna send them a note and be like we'd love to come to your anniversary show I've never seen the show and within five minutes that you'll be back and they were like great two tickets in your name come pick them up see you Tuesday also would you want to interview our lead I was like okay.

[14:02] Kate Reinking: I love that I love yeah yeah um I just think it's it's such an interesting development because uh marketing firms have always used social media right but now it feels like in partnering with influencers the content feels so much more organic like I feel like it's very different from uh a show posting um you know press footage or um b-roll it it's so much different than doing that when you have somebody just like in their living room talking about going to see a show or um you know somebody that just relates to the average theater goer as opposed to somebody that's behind the scenes and I think that there's definitely perks in doing both of those in you know showing the behind the scenes footage but also just getting people um to go see the show and showing like hey the audience for this Broadway show isn't just you know seniors who could afford it.

[15:13] Ashley Hufford: Yeah well the people that can go once a week to the theater yeah well and I also like to think that like you know all of like people doing the tech like we're all coming from like we all just love theater like my goal is I just want more people to see theater so I'm like I'm not like I'm like we're all on the same side here like I was like yeah like I I want people to come see your show like and I want your show to find an audience like that's my goal because I love theater and when theater succeeds we all succeed.

[15:40] Kate Reinking: Yep I absolutely love that you mentioned that um because that is what I found online in another country um and it was that it was the community of people that loves theater and is boosting supporting uh uplifting theater just because of that they don't have like a secret agenda behind agenda um more than I just want to promote theater and the art form with other people and that is like something that a lot of brands and outside of the entertainment industry have been really wary about when using theater um when using influencer marketing right um so so yeah I I cut you off uh Kate what what are you gonna say.

[16:36] Kate Reinking: I already forgot it's okay I'll remember at some point oh um just that uh I also think it's smart for them to partner with us to offer us tickets because there are times I mean especially for someone like me that is you know going into a town uh for a very limited time I'm going to prioritize those shows that give me tickets so there's definitely been shows that I've missed and haven't talked about at all because I just didn't get offered and my trip filled up um and so I think it's it's it's it makes sense for them to partner with us because then they know we're going to go see their show and they know when we go see a show we're going to talk about it with very rare exception if I just hate it so much.

[17:19] Ashley Hufford: And it's I have no idea what you could be referring to Kate I made a video on that one but there's a there are there are shows that um like if it's if it's a smaller show that really depends on a positive word of mouth and I really didn't like it I'll be like I saw this show but I won't do a full review video because I don't like to to talk negatively of you know off off off Broadway.

[17:49] Kate Reinking: Yeah I feel that I feel that I because I and I also I try to do it where I'm like if it's a show I see that I don't like like I'm like if you like these things you'll like this show like the one that I can think of like The Hangman that was on Broadway last season like was not a show for me wasn't it wasn't that it was like even like a bad show it was just like it was not my type of humor I don't enjoy watching people getting hung on stage like it's just not was not my thing but I was like here's the thing if you like dark British humor I was like you will very much enjoy this show like this show is not for me but it is for it's for you like and that's the kind of way I like to phrase things like I don't know if this is not a hot take but I the idea is that I'm like there's an audience for every show like someone there's someone someone's show that some show that you hate is someone else's favorite show.

[18:34] Ashley Hufford: Yes I agree on that because theater is a plethora of a lot of things and we can all find a space within the community which is is a really interesting idea um I want to know what is an example of a one of your favorite if not the best piece of marketing that you've seen from a show.

[18:50] Kate Reinking: I I mean mine is that Shucked has turned New York City into Comic-Con and I'm obsessed with it um you know I'm from Southern California so I've been to Comic-Con in San Diego multiple times and they have captured that feeling over like the course of their entire preview period they're on the street handing out free free buttons and free stickers uh they had they partnered with a popcorn food truck and were just like driving it around town and you could get popcorn um they had uh you know they were were hiding cobs of corn around the city for free tickets that's like when when I went to Comic-Con the first time they were doing something very similar for like uh it wasn't Avengers because Avengers wasn't out yet but it was one of one of the first Marvel movies and they were hiding like these gold bricks around uh San Diego and if you found a gold brick you got like a bunch of prizes inside and I was like this is exactly what Shucked's doing uh and I'm obsessed with it because it's you know it's a show that nobody knows anything about um despite the fact that they've posted their entire plot online and um and they they're just making it something that you want to talk about and you want to go see like you want to be a part of it um and I I'm obsessed with everything that they're doing I really hope that they end up doing something for Broadway Con because I feel like like those those two things mesh so well um and I want Broadway Con to turn into Comic-Con right like I want I want to I want to shop theme like square dance party and like that's what I want like.

[20:47] Ashley Hufford: Yeah I agree a corn couture like runway you know a lot of uh of the the uh corn food that they made fight each other online on the bracket thing like let's do it live let's find a winner live.

[21:02] Kate Reinking: Yeah I would it's a really good strategy if you think about it because um I see I've seen their campaign on Twitter on TikTok on Instagram and I have no idea what the show is about but I'm just like I got my tickets and I secured them um and if I like it or not I know it's gonna be anyway a good experience for me because they made the experience from the moment I engaged with them online.

[21:32] Ashley Hufford: Yep when I think like I had friends visiting from Ohio who are like they're like not like I mean they're they like theater they're not like theater theater people um and the first thing they said when I saw them is they were like what is Shucked and why is it everywhere in New York and then we like met at the Drama Bookshop the next day and they were like and the entire Drama Bookshop was like Shucked themed like they had all of the art and who went inside they had like a set layout and they had props and like they were like what is this show.

[22:03] Kate Reinking: Yeah and you Ashley any piece of marketing that pops into your mind.

[22:08] Ashley Hufford: No I mean Shucked is honestly a really good example I will also say the Sound Like It Hot event that um we did a couple weeks ago was like amazing and I think part of the reason is that they really focused on like smaller creators who they knew were gonna like make content around the show because I think there's this like drive to want to like get the biggest influencers that you can find to like make content and obviously like some of them will like there are some theater big influencers that are not necessarily theater influencers who like go see a show and make a video but there are also a lot that'll go and post like one Instagram story and then like that's it where I felt and a part of it was that like I know I knew a lot of people at that Sound Like It Hot event obviously but like at my entire feed for like three days was Sound Like It Hot content like and I was like this is like this is what you want you want every single person to have like FOMO that you weren't at the Sound Like It Hot event.

[23:03] Kate Reinking: I got FOMO like I am I think it's 3,000 or 40,000 miles away from New York and I saw all of your videos and I'm like I want to be there like I wanted to party with them I wanted that umbrella like I wanted to be part of that it came in handy it came in handy because a lot I saw a lot of you using that umbrella either that night or the day after so I was like it literally poured rain the day after I was like timing impeccable.

[23:21] Ashley Hufford: Yeah that's so funny yeah it is like and I I still need to post a video for that.

[23:33] Kate Reinking: Before we wrap up besides Shucked covering New York and Some Like It Hot using smaller creators to boost the show or post about the show what's a marketing risk that you've seen shows take that has totally paid off.

[23:49] Ashley Hufford: It's hard to like determine if it really paid off because we don't ever get to see the numbers the metrics you know um but I would say one of one of the risks that I think ended up paying off at least until reviews came out was inviting the influencers to the Bad Cinderella press event but like doing it through Andrew Lloyd Weber's Instagram like that already got that event trending before y'all even went to the event and the event was a press conference it wasn't even an event it was like it wasn't like it wasn't like it was.

[24:35] Ashley Hufford: I think it's really interesting how the landscape of Broadway has changed in terms of influencer marketing. When I first started, it was more about traditional advertising, but now influencers have become a key part of the conversation.

[25:05] Ashley Hufford: For shows like "Shucked" and "Some Like It Hot," the way they engage with audiences through social media is crucial. It's not just about getting people to see the show; it's about creating a community around it.

[25:35] Ashley Hufford: I remember when I first got involved in this space, I was just sharing my love for theater online. I didn't realize how impactful that could be until I started seeing other people engage with my content.

[25:55] Ashley Hufford: The connection that influencers have with their followers is something that traditional marketing just can't replicate. People trust recommendations from someone they feel they know, which is why influencer marketing is so effective.

[26:25] Ashley Hufford: It's also about authenticity. When influencers share their experiences, whether it's attending a show or meeting cast members, it feels genuine, and that resonates with audiences.

[26:35] Ashley Hufford: I think shows are starting to recognize that they need to embrace this new way of marketing. It's not just about putting up a poster anymore; it's about creating a narrative that people want to be a part of.

[26:45] Ashley Hufford: And the best part is that it allows for more diverse voices to be heard. Influencers come from all walks of life, and they can share different perspectives on a show that might not be represented in traditional media.

[27:05] Ashley Hufford: I've seen firsthand how shows like "Shucked" have utilized influencer marketing to reach broader audiences. They understand that it's not just about the ticket sales; it's about building a brand and a community.

[27:15] Ashley Hufford: The collaboration between influencers and productions can lead to some really creative content. It's exciting to see how both sides can benefit from this partnership.

[27:25] Ashley Hufford: I think the future of Broadway marketing is going to be heavily influenced by social media and the voices of influencers. It's a shift that is already happening, and I can't wait to see where it goes.

[27:45] Ashley Hufford: Ultimately, it's about storytelling. Influencers are storytellers in their own right, and when they share their experiences with a show, it adds another layer to the narrative that productions can leverage.

[27:55] Ashley Hufford: I believe that as more shows embrace this approach, we'll see a shift in how audiences engage with theater. It's an exciting time to be part of this industry.

[28:05] Ashley Hufford: And for those of us who are passionate about theater, it's a great opportunity to connect with others who share that love.

[28:15] Ashley Hufford: I think it's important for influencers to stay true to themselves and their brand while promoting shows. Authenticity is key in maintaining that trust with their audience.

[28:25] Ashley Hufford: As we move forward, I hope to see more collaborations that highlight the diversity of voices in theater. It's essential for the industry to reflect the world we live in.

[28:45] Ashley Hufford: I'm excited to see how this evolves and how we can continue to support each other in this journey.

[28:55] Ashley Hufford: Thank you for having me on the podcast to discuss this topic. It's been a pleasure to share my thoughts on the intersection of influencer marketing and Broadway.

[29:15] Ashley Hufford: I look forward to seeing how we can all contribute to this vibrant community and help elevate the stories that need to be told.

[29:35] Ashley Hufford: And for anyone listening, I encourage you to engage with your favorite shows on social media. Your voice matters, and you can help shape the future of theater.

[29:55] Ashley Hufford: Let's keep the conversation going and support the incredible work being done in the industry.

[30:15] Ashley Hufford: Thank you again for this opportunity to share my insights. It's been a fantastic discussion.

[30:35] Ashley Hufford: I'm excited to see what the future holds for all of us in this space.

[30:45] Ashley Hufford: And remember, every voice counts in the world of theater.

[31:05] Ashley Hufford: Let's continue to uplift each other and celebrate the art form we all love.

[31:15] Ashley Hufford: Thank you for listening, and I hope you enjoy the rest of the episode.

[31:35] Ashley Hufford: It's been a joy to be part of this conversation.

[31:45] Ashley Hufford: I can't wait to see how we can all contribute to the growth of this industry together.

[31:55] Ashley Hufford: Let's keep pushing boundaries and exploring new ways to connect with audiences.

[32:05] Ashley Hufford: Thank you for having me, and I look forward to what comes next.

[32:15] Ashley Hufford: It's an exciting time to be involved in theater, and I'm grateful for the opportunity to share my thoughts.

[32:25] Ashley Hufford: Let's keep the momentum going and support each other in this journey.

[32:35] Ashley Hufford: Thank you for listening, and I hope you enjoy the rest of the episode.

[32:45] Ashley Hufford: It's been a pleasure to share my insights with you all.

[32:55] Ashley Hufford: Let's continue to uplift each other and celebrate the art form we all love.

[33:05] Ashley Hufford: Thank you for having me on the podcast today.

[33:15] Ashley Hufford: I'm excited to see how we can all contribute to this vibrant community.

[33:25] Ashley Hufford: Let's keep the conversation going and support the incredible work being done in the industry.

[33:35] Ashley Hufford: Thank you for listening, and I hope you enjoy the rest of the episode.

[33:45] Ashley Hufford: It's been a joy to be part of this conversation.

[33:55] Ashley Hufford: I can't wait to see how we can all contribute to the growth of this industry together.

[34:05] Ashley Hufford: Let's keep pushing boundaries and exploring new ways to connect with audiences.

[34:15] Ashley Hufford: Thank you for having me, and I look forward to what comes next.

[34:35] Ashley Hufford: It's an exciting time to be involved in theater, and I'm grateful for the opportunity to share my thoughts.

[34:55] Ashley Hufford: Let's keep the momentum going and support each other in this journey.

[35:05] Ashley Hufford: Thank you for listening, and I hope you enjoy the rest of the episode.

[35:15] Ashley Hufford: It's been a pleasure to share my insights with you all.

[35:25] Ashley Hufford: Let's continue to uplift each other and celebrate the art form we all love.

[35:35] Ashley Hufford: Thank you for having me on the podcast today.

[35:45] Ashley Hufford: I'm excited to see how we can all contribute to this vibrant community.

[35:55] Ashley Hufford: Let's keep the conversation going and support the incredible work being done in the industry.

[36:05] Ashley Hufford: Thank you for listening, and I hope you enjoy the rest of the episode.

[36:15] Ashley Hufford: It's been a joy to be part of this conversation.

[36:34] Martín Acuña: Thanks everyone for listening to this new episode of Backstage Talk.

[36:39] Martín Acuña: Remember to follow us on Facebook and Instagram at Backstage Talk Podcast.