theatreMAMA specializes in providing living media throughout the entertainment industry. Our teams bring a unique human touch to a variety of brands, including Chicago the Musical, Madison Square Garden, and Cirque du Soleil. However, this was quickly put to a halt on March 13, 2020 with Broadway and live entertainment performances were put on hold due to the growing numbers of cases of COVID-19. Human contact became limited which posed the question: how can MAMA remain engaged with the entertainment industry in a way that was not completely familiar for our teams. MAMA is nothing if not flexible, and we are proud to show the several branches that we explored (and thrived in) during the past year!
CIRQUE THE WORLD: A Virtual Circus Inspired Club Experience
There was a spike in virtual events over the past year, from online fitness classes to cocktail parties to weddings, and everything in between. However, there ain’t no party like a MAMA party, and we wanted to make sure the world knew! Thus Cirque the World was born.
Cirque the World combined elements of circus with the traditional elements of a club scene together in a virtual space. Party goers were able to dance to insane mixes by live DJs like Skemaddox and Nicky Genesis from their living room. And, in true MAMA fashion, several came completely decked out in costumes and tons of glitter!
However, unlike the other online dance parties happening at the beginning of quarantine, Cirque the World brought something unique to each party. Circus artists from all over the nation showcased their individual talents over the course of the night. We had a vast array of performers, including fire dancing, trapeze artists, contortion and even snake charmers! As party goers caught their breath from all of the dancing, they were able to be transported to a spectacle that only enhanced their experience.
We learned a great deal from our Cirque the World parties. While we were able to utilize our previous expertise with event production and staffing, a lot was still new. We learned how to communicate to performers who were not only not in the same room, but perhaps in different time zones to alert them of places for their performances! Talk about tech-savvy!
And, while we’re talking about tech, the technical aspects of these parties were new to most of our team. We quickly familiarized ourselves with broadcasting software to optimize streaming experience for party goers, as well as became “Zoom Experts.” Becoming familiar with this software became invaluable in creating one of a kind parties, as well as helping with future theatreMAMA endeavors such as Acting Circles.
ACTING CIRCLES: Affordable Acting Classes with Industry Leaders
We are proud to proclaim that our staff consists of incredibly talented performers, ranging from circus performers to dancers to actors. However, when the pandemic hit our staff was left wondering about the future of a career they loved so deeply. Our management team put their heads together to create a way to not only provide a creative outlet to our teams, but also performers around the world. After careful preparation and endless outreach, Acting Circles was born.
So, what are Acting Circles? Acting Circles are a virtual classroom that allows actors to connect with and learn from our industry’s top professionals. Our past guests have included casting directors, artistic directors, as well as writers/directors. The classes provide an intimate experience, as each class consists of only 10 actors and 1 industry guest. We have offered a variety of class types, including scene study, musical theatre, commercial, and monologue coaching. We even worked with Victor Vazquez to create a virtual seminar where actors were provided with personalized tips and tricks to improve their business as an actor. Over the year, we have had 72 classes with casting directors from all over the globe, and have more lined up for the upcoming months.
What has perhaps been one of the most rewarding experiences about Acting Circles is the new sense of community that has been created. MAMA’s founders Michelin Hall and Timothy Wooster pride themselves on treating their clients like family, and this has remained true even in this new endeavor. It is absolutely thrilling to see actors returning class after class and consistently growing stronger in their craft. These familiar faces that we have only met over Zoom have become some of those we’ve seen the most during the pandemic, and we have found ourselves cheering their successes over social media.
If you’re interested in participating in an upcoming Acting Circle, please head over to www.actingcircles.com to see the upcoming line-up, and stay tuned for an upcoming blog series with some of our past guests later this month!
ROCKEFELLER CENTER ELVES: Creating a Socially Distanced Christmas Campaign
Without a doubt, every promotion has its own challenges. However, that becomes a little bit more difficult when the challenge is a worldwide pandemic. While we were eager to get back in action, the safety of all involved was our main concern. We worked tirelessly to ensure COVID safety, from creative scheduling to costume maintenance. You can learn more about how we safely tackled COVID for all involved here.
Tishman Speyer / Rockefeller Center has sought out theatreMAMA’s expertise to launch a “Welcome Ambassador” program and bring extra Christmas cheer to the people visiting the iconic Rockefeller Center Christmas Tree. To say we were excited is putting it mildly! The Rockefeller Christmas Tree is a New York staple, and we could not wait to add to the already amazing experience with our team.
We created a unique Christmas Elf look. Instead of uniformity, our goal was to create characters that looked like they came from directly from the North Pole. This was really completed when our cheerful Christmas Elves were joined by Santa and Ms. Clause! Physicality and soundbites became essential with the use of masks. Our management team worked with the performers to create unique walks, larger-than-life movements, and soundbites straight from Santa’s Workshop!
The crowd’s response was truly magical! While the year was surely weighing heavily upon all, it was a joy to see them transported, if even for a few brief seconds to the North Pole. Everything felt a little brighter and just a teensy bit more magical.
FOCUS ON FAMILY
Over the course of the past year, there remained an emphasis on family. We continued to check in our team members. From Digital Happy Hours to frequent texts, we worked to remain in constant communication with each other. Times were hard, without a doubt, and having a sense of support goes a long way.
73,000 TRI-STATE AREA MOMS
However, it wasn’t only our family into which we put our efforts. Extensive research and outreach lead to the creation of our Tri-State Mama’s Ambassador Network. This grassroots effort allowed us to create an immense group of mothers throughout New York, New Jersey, and Connecticut. These women will serve as a unique type of ambassador when the entertainment industry opens back up. From entertainment news to discounts, we are now able to disseminate information to over 73,000 moms in the tri-state area in one quick e-blast.
A YEAR TO LEARN
When the news first hit about COVID-19 putting a halt on the entertainment industry, it is fair to say we were feeling a bit lost. We naively hoped it would be done after the two weeks, similar to everyone else, and that we would be back in action soon. However, as the shut down kept extending, we were forced to look at different ways we can bring the MAMA flare to these times. And, not to brag, but we kicked some serious butt! We learned a lot about the future of events, the entertainment industry as a whole, and grew closer as a MAMA Family. And when our staples such as our Chicago Dance Mob or Radio City Rockette Ambassadors return, the world better watch out because we will be better and more fabulous than ever!