How theatre is harnessing the power of TikTok

As TikTok star Maddie Grace Jepson joins Back to the Future, learn more about how actors, artists and shows are using the platform to reach new audiences.

Is theatre entering its TikTok era? It definitely looks like it, with countless theatre actors, creatives, venues and productions utilising the app to build their profile and connect with passionate fans. In turn, many artists popular on TikTok are bringing their sizeable audiences into the theatre.

We’re even seeing musicals created on TikTok, which is ideal for sharing ideas and getting instant feedback — the online equivalent of holding workshops, but with much more open access.

The latest TikTok star to hit the West End is Maddie Grace Jepson, who has 1.9 million followers on the platform. She is taking over the role of Lorraine Baines, Marty McFly’s mother, in sci-fi spectacular Back to the Future: The Musical.

It’s an exciting time for Jepson, who said: “Musical theatre was my first love, I trained in it before my digital career, so joining this incredible show […] is like a full-circle moment.” But it’s also a fascinating indication of how TikTok and theatre are currently fuelling one another, to the benefit of both — and to fans.

Book Back to the Future: The Musical tickets on LondonTheatre.co.uk.

@maddiegracejepson Here’s to the next chapter… Back To The Future, I’m coming for you🩷⚡️ Only in January did I say to myself “do you know what, I think it’s time to give IT a go again” and I was terrified. There was a time I didn’t know if it would ever happen for me because of the decision I’d made to pursue social media (Which by the way, has been the most incredible journey and I wouldn’t change a thing). But I was worried I would never be taken seriously as an actor again. But by March…. I managed to book the leading lady role of Lorraine Baines on the west end. It’s just ridiculous. It still doesn’t feel real😭 To the whole team at @Back To The Future The Musical ♬ original sound - Maddie Grace Jepson

TikTok is making new stars

The path to stardom has changed considerably with the advent of social media. Budding talents no longer have to rely on being spotted by an agent or casting director in order to get their big break: they can share content from home and connect directly with fans, then leverage that to start a career.

The pandemic also played a key part in this shift. When venues went dark during Covid, everything moved online: both artists and viewers. Crucially, they could reach far beyond their local theatre or town — the biggest accounts were suddenly connecting with a national or even global audience.

That proved transformational for some performers, such as British social media phenom Hannah Lowther. She was working as a cashier in Tesco who dreamt of pursuing a career in musical theatre. That dream came true after she went viral for posting funny TikTok videos showing her dancing to shows like Hairspray while in the checkout aisle.

Lowther was then cast in Heathers in 2021, and she took her fans with her, posting behind-the-scenes videos and doing regular Q&As. She has been candid about everything from the audition process to actors’ salaries, giving people access to an industry that can sometimes feel like a closed shop. Most recently, Lowther was an alternate in the West End production of SIX.

For new theatre grads, a strong TikTok presence can help them stand out in a crowded market. Aaron Aisoni, who recently graduated from Urdang and joined the UK tour of Miss Saigon, has more than 100,000 followers on TikTok and has received over five million likes for his videos, which showcase his considerable range as a performer — he’s covered songs from Shucked, Jesus Christ Superstar, The Great Gatsby, and many others.

@hannahlowther Feeling #stagey @hairspraylondon ❤️ #tescoworker #tesco ♬ original sound - hairspraymusical

Shows are embracing TikTok

SIX was one of the earliest musicals to understand and fully utilise TikTok — unsurprisingly, perhaps, since the dedication of fans was a key part of the show’s growth.

Josh Bird, social media manager for SIX, told The Stage in 2020 that they call the TikTok fans “Sixonas” and praised their ingenuity in creating costumes to ape SIX’s queens. He noted that the show’s pop score lends itself well to TikTok, since it’s witty and contemporary.

The platform was vital in helping SIX reach audiences, Bird explained. “We found people listening to the music on TikTok led them to discover the album on Spotify, which led them to buy tickets for the show.” It also meant that wherever the show went — to a new city or country — there was a ready-made fanbase waiting for them.

In turn, the official SIX TikTok accounts share regular backstage content and funny videos featuring the cast — as do numerous other shows, from Les Misérables to The Phantom of the Opera. It’s a canny way to maintain continual engagement, sharing everything from cast reveals to warm-ups and costume changes, and it opens up these big shows to those curious about how they work on a day-to-day basis, whether fans or aspiring performers.

@sixthemusical Stepping into the palace like 👢👑 #sixtour #queendom #castchange ♬ original sound - SIX 👑

TikTok is making musicals

Could the next West End or Broadway hit get its start on TikTok? That’s actually a distinct possibility: the platform is a burgeoning creative space, allowing artists to connect, share ideas and get instant feedback.

We’ve already seen examples of this, including a Ratatouille musical, inspired by the animated Pixar film about a rat, Remy, who loves to cook. That began in 2020 with Emily Jacobson writing an ode to Remy and posting it on TikTok. Daniel Mertzlufft then arranged her song to sound like a grand Disney musical finale.

Other TikTok users kept adding to the project, coming up with ideas for more songs, set design, choreography, even a playbill. Actor Andrew Barth Feldman, who played the title role in Dear Evan Hansen on Broadway, got in on the action, performing a song written for the hapless chef Linguini.

In December of that year, Seaview Productions held a streamed benefit concert of the musical, starring Feldman, Wayne Brady, Tituss Burgess, Adam Lambert, Priscilla Lopez, Ashley Park and André De Shields. It raised over $2 million for The Actors Fund.

In 2021, Abigail Barlow and Emily Bear created another sensation with Bridgerton: The Musical, reimagining the hit Netflix period drama. Their TikTok posts went viral and, encouraged by the fan response, and incorporating some viewer suggestions, the pair developed their ideas into a fully-fledged album. It won the 2022 Grammy Award for Best Musical Theater Album.

@ratatousicalmusical @andrewbfeldman_, the perfect Linguini! Hurry and buy your tickets by 5 PM EST only on @todaytix! #RatatouilleMusical #fyp ♬ Anyone Can Cook Reprise - Ratatouille The TikTok Musical

TikTok stars are heading to theatre

Maddie Grace Jepson is the latest example of an established TikTok star landing a big musical theatre role, as she joins the Back to the Future cast this August. We’re seeing this trend on Broadway too: in 2024, Charli D’Amelio — who has more than 156 million followers on TikTok — made her Broadway debut as Charmion in & Juliet at the Stephen Sondheim Theatre.

While there may be some scepticism from industry folk about this type of casting, it’s worth noting that the likes of Jepson, Lowther and D’Amelio are all professionally trained as well. D’Amelio, who took on a dance-heavy role in & Juliet, is a successful competitive dancer who won the US equivalent of Strictly Come Dancing in 2022.

These performers also introduce theatre to legions of new fans, opening it up to another generation and potentially different demographics too. That is a significant shift for an industry which, historically, has been too narrow in its representation. Theatre can and should feel welcoming to everyone.

A prime example of that right now is Jamie Lloyd’s revival of Evita at the London Palladium, which sees star Rachel Zegler perform “Don’t Cry for Me Argentina” from the theatre’s balcony to gathered crowds in the street below. It was ideal for a short-form video platform, and of course clips of her performance instantly went viral on TikTok, giving people worldwide a taste of the show.

The next musical star, writer, composer or designer could be among those TikTok viewers — and they might be inspired to use the app to start connecting with other fans, learning about the industry, and building their own career.

Main photo credit: Maddie Grace Jepson (Photo by Hugo Glendinning)