The musical Be More Chill was rescued from obscurity because hundreds of thousands of fans developed an online community centered around the regional cast recording. When the show began Broadway performances, we knew we had to thank those fans and honor their incredible connection to the music.
The Be More Chill karaoke contest was created to let fans around the country – even those who couldn’t immediately travel to New York City – continue to engage with the musical and its score. By having the show’s writers select finalists and bringing the winning entrant to New York to perform, the contest underlined how crucial the fan community was to the show’s ongoing life.
The contest put a uniquely personal lens on the show’s nationwide fanbase, since the 1,046 entries were all posted on users’ personal YouTube pages and promoted on their personal social accounts.
When it was time to vote for finalists on the Be More Chill website, the fans’ social sharing – plus the frequent posting by the creative team – increased site traffic by 200%, with over 96,000 people visiting the contest page alone. When local news outlets covered the finalists from their towns, they were also telling the story of how Be More Chill had become a musical that galvanized younger generations.