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THEATERDIVERSITY_GVN1FHISJ.1+THEATER_DIVERSITY_7.embedded.prod_affiliate.138.jpgThey thought it was about Elvis.
Patrons gather outside during intermission of “Fences,” a revival of August Wilson’s play, on Broadway in June.

That’s what a focus group of black women concluded about the musical “Memphis” last summer when they were asked to assess the show’s tagline, “The Birth of Rock ‘n’ Roll.”
But after seeing artwork featuring Felicia, the black R&B singer in the show, and after hearing about the turbulent romance between her and a white DJ, the women said the show was up their alley. So the producers changed the tagline before opening on Broadway to: “His Vision, Her Voice. The Birth of Rock ‘n’ Roll.”

The use of focus groups is one of several diversity strategies on Broadway – a common approach in politics and marketing, but aggressive by theater standards. Groups also were used by the new musical, “Fela!”; the new play “Race”; and the revival of “Fences” – all centered on black characters
While “Memphis” producers say about 30 percent of their audience is black, the producers of “Fela!” and “Race” say black theatergoers make up 40 percent of attendees.
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