From ‘Cyrano’ to ‘Sun & Sea,’ How BAM Expanded Its Audience During the Pandemic
variety.comBrent Lang Executive Editor of Film and MediaAt a time when live theater and events have struggled to shake off the COVID malaise, the Brooklyn Academy of Music has had one of its most successful seasons ever.More impressive than the records that BAM broke for buzzy shows such as “Cyrano,” the hot West End transfer that featured James McAvoy in the title role, is the fact that the arts venue was able to appeal to crowds who had never been to the complex before.
Some 48% of ticket buyers were first-time visitors to BAM. In contrast, 31% of ticket buyers in BAM’s previous season were new to the venue.The secret, BAM leaders say, is the variety of the programming on offer.
These range from “Sun & Sea,” a theatrical installation that transformed one of BAM’s venues into a crowded beach, to a selection of music programming that was curated by cultural critic and poet Hanif Abdurraqib.
Throw in performances by comic Hannah Gadsby and music great Mavis Staples, and talks with the likes of “The 1619 Project” author Nikole Hannah-Jones and Spike Lee, and you have all the makings of a boffo few months of theater, art and culture. “BAM isn’t just for one audience,” says David Binder, BAM’s artistic director. “We were consistently sold out this season and more often than not had a standby line.
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