The Great White Way is on track to become a great big concert haven. Live Nation announced that it will partner with Entertainment Benefits Group and the Araca Group to produce In Residence on Broadway, which will bring a variety of artists to Broadway venues multiple times a year.
The Lunt-Fontanne Theatre, which was previously occupied by Charlie and the Chocolate Factory, will kick-off the anticipated series in May and run through July. Featured artists headlining the series will take the stage for a limited residency consisting of five to ten shows.
“Over the last few years on Broadway, we’ve seen non-traditional Broadway shows take center stage. In a time when shows other than musicals and plays are being presented, we started dreaming about bringing our favorite entertainers to Broadway,” Matthew Rego, CEO of the Araca Group, said in a release.
Singer-songwriter Morrissey will launch the series with a seven-show stint beginning May 2. Additional artists slated for the spring/summer engagement are expected to be announced in the coming weeks. Executives at the helm of the production promise that audiences are in for an intimate, personal concert experience – no matter who is headlining the marquee.
The announcement comes just months after Bruce Springsteen wrapped his wildly successful Springsteen On Broadway series, which paved the way for future concert residencies in smaller venues. Originally planned as an eight-week engagement, The Boss’ turn on Broadway immediately proved popular and became an entertainment juggernaut that ran for 14 months.
Overwhelming demand caused Springsteen on Broadway tickets to spike to a record average price upwards of $2,000 apiece – a figure even Hamilton never came close to. The critically acclaimed show was released as a Netflix special in December after wrapping.
No other artists have taken up residency in a Broadway venue to the same scale as Springsteen, though Broadway productions have used name recognition tactics to lure in larger audiences for performances. Decorated artists to grace the stage of major musicals recently include Bette Midler (Hello, Dolly!) and Josh Groban (Natasha, Pierre & The Great Comet of 1812), while the likes of Sara Bareilles, Katherine McPhee and Jason Mraz have all starred in the Bareilles-composed hit Waitress.