Black Theatre United, in partnership with six leading live entertainment marketing companies, hosted its third annual Broadway Marketing Internship Program this summer. The cohort spent their summers immersed in research, creative development, art direction, media planning, content creation, and production. Founded to create new opportunities for emerging Black talent in all areas of theatre, this program provided its participants with unparalleled hands-on training in the Broadway marketing world.
Rebecca and Aiden, two members of this year’s cohort who interned at Situation Interactive, wrote a reflection on their experience for Inspired.
While scrolling through TikTok, second-year university student Rebecca stumbled upon the Black Theatre United Rise Internship, an opportunity that would later change the trajectory of her life. With her background in both advertising and music, Rebecca dreamed of blending the two but was unsure how they could come together. However, everything changed when she discovered the BTU Rise Internship program. What started as a casual scroll through TikTok had turned Rebecca's Broadway dreams into reality—all thanks to the immersive experience made possible by Black Theatre United.
Black Theatre United (BTU) was founded on the basis of advocating for systemic change and amplifying the voices and stories of Black creatives and professionals in the theatre industry. Building on this mission, BTU created the Rise Internship program, offering Black undergraduate students the opportunity to explore the Broadway industry through a business lens. By providing hands-on experience and exposure to various facets of the industry, the internship aims to ensure that Black creativity continues to be celebrated and supported by the next generation of leaders and change-makers in theatre.
For 8 weeks, Rebecca and Aiden interned at Situation Group, one of the Broadway marketing agencies partnering with BTU. After one week, it was clear why the two were matched with the agency. Throughout the internship, Situation allowed for the exploration of the various departments within the agency, such as account services, media, social content, and creative. Having access to a wide variety of specialties, the two were able to develop several hard skills, including content creation, media planning, and creative development. They were then able to apply these skills to their final project, creating a fully fleshed-out marketing campaign strategy for an institution of their choice.
Outside of the Situation office, the abundance of programming BTU provided made the internship experience very fulfilling. Throughout the 8 weeks, the two saw over 10 Broadway shows and attended weekly “lunch and learns” with the different partnering agencies. They also visited various offices, such as Meta and iHeartMedia, and spoke to professionals in the Broadway industry, including producer David Stone and BTU President LaChanze.
The internship program has had a profound impact on Aiden, marking the beginning of his next step toward a successful professional career. The BTU program arrived at a crucial moment in his college journey. As the end of his junior year approached, Aiden felt the mounting pressure to find an internship aligned with his interests. He felt that many of the opportunities he applied for were not ideal for his development, and this discouragement led to self-doubt. However, in March, Aiden's luck changed when a friend forwarded him an email about the BTU Rise Marketing Program. He immediately recognized it as a perfect fit.
The program provided him with unique exposure to the live entertainment industry and helped him refine his career interests. Aiden has always aspired to be a producer, and through the cohort, he had the chance to meet some of the theater industry’s top producers, gaining a comprehensive understanding of the role. Additionally, Aiden established a meaningful relationship with his mentor, Tony Award-winning actor Brian Stokes Mitchell. Their conversations in New York about potential career paths, life choices, and future aspirations left a lasting impression on Aiden as he aims to work in the creative field post-grad.
Rebecca's experience with the BTU Rise Internship was truly transformative. Prior to applying to the BTU Rise program, she faced significant discouragement due to Texas Senate Bill 17, a law banning Diversity, Equity, and Inclusion initiatives at all public Texas universities. This legislation had a profound impact on Rebecca, leading to the closure of the Multicultural Engagement Center at her university and the loss of funding for DiasPRA, a Black Advertising and PR organization she is currently the president of. At a time when she felt disheartened, the BTU and Situation community became a source of unwavering support, providing Rebecca with a platform where her voice was genuinely heard.
A highlight of Rebecca’s internship was the mentorship she received from Carin Ford and Norm Lewis. Through the BTU mentorship program, Rebecca had the unique opportunity to shadow Carin, who sound-mixes The Wiz on Broadway. This experience also led her to sit in the orchestra pit of the show, a dream she has had since discovering music direction in high school. As an aspiring creative, these moments were not just educational but also deeply inspiring, reaffirming her goals to dream big and create space for the unimaginable. Rebecca learned that her passions for storytelling—whether through music or strategic communication—can coexist and thrive together.
Rebecca's time with BTU and Situation has re-ignited a lifelong passion, and she is excited to continue her journey, knowing the foundation laid by this program will guide and motivate her every step of the way.
Aiden and Rebecca are profoundly grateful to the BTU community, their mentors Brian Stokes Mitchell, Carin Ford, and Norm Lewis, as well as their fellow interns. They also extend their thanks to the partnering agencies Situation Group, RPM, Serino Coyne, AKA, Spotco, and TodayTix Group for the opportunity to make connections with industry leaders and explore new professional possibilities.
