Now, Webber is at it again, only this time it is in the form of a music video for ‘Love Never Dies,’ the sequel to ‘Phantom’ set to open in London next month before transferring to Broadway later this year. Rather than slapping together production video clips and packaging it as a TV spot, the creative team behind ‘Love Never Dies’ produced an MTV-style music video. In fact, there is no Phantom mask in sight, only the leading actor sexed up in hopes of appealing to women everywhere. Packaging the Phantom as a heartthrob prone to belting love ballads might not sit well with theatre fans, but let’s face it, the theatre crowd is already aware of the new musical. This ‘Love Never Dies’ music video appeals to a completely different crowd, one that doesn’t troll Broadway websites and The Times for show listings. Beyond the recent Grammy Awards appearance, Green Day released a new music video featuring the song “21 Guns,” a track from ‘American Idiot.’ The band joins the Broadway cast throughout the video, further solidifying the link between Green Day’s music and the theatrical production. As traditional marketing methods prove incapable of creating enough buzz to sell out a new Broadway musical, now is the time for producers and marketing executives to get creative. Whether it’s big budget reality shows or viral music videos, there are options for any budget. With so much creativity coming to life on stage every night, there is no excuse for not pumping that same amount of thought into marketing campaigns.

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