Case Study:
Women of Color on Broadway
🔗 www.wocob.org
Timeline: June 2018 – December 2020
Client: Women of Color on Broadway (WOCoB), Inc. Project Type: Organizational Brand Development Consulting Services: Brand Marketing & Creative Producing
Brand Director & Creative Producer: Victoria Velazquez
Origin
Women of Color on Broadway (WOCoB) began in 2018 as a tribute cabaret created by college graduates to honor the musical and cultural contributions of Black and brown female pioneers on Broadway. The performance established a powerful generational model: honoring the history of the past, championing creators of the present, and nurturing artists of the future—all while making musical theater accessible to local tri-state communities. What started as a single event addressing racial and gender exclusion on Broadway quickly revealed an overwhelming demand for sustainable, collective empowerment. The founders saw an immediate opportunity to convert this early momentum into a structured movement, strategically scaling a one-night musical showcase into a resilient, fully operational arts-organization.
Legacy for WOCoB meant honoring the rich history of Black and brown pioneers in musical theater to create an intentional through-line from past theater legends to present-day talent. By anchoring an startup arts-organization to this rich artistic heritage and successfully executing these historic tributes, WOCoB established immediate industry credibility, creating opportunities to mobilize strategic partnerships, secure program funding, and deepen trust with Broadway audiences and stakeholders.
WOCoB’s community connected through a deep, multi-generational belief in theater equity and the empowerment of women of color on and off stage. By buying out ticket inventory, sharing communal networks, and giving their voice to the cause, this deeply engaged network of art enthusiasts and industry professionals fueled massive organic momentum—spreading the movement from local tri-state neighborhoods straight onto digital platforms and national media.
WOCoB turns themed cabaret into a social mission, cultivating local and national awareness through socially engaged musical theater.
By honoring yesterday's female figures, championing today's artists, and nurturing tomorrow's creators, WOCoB created a blueprint for culture-shifting programs that continuously deliver on their foundational promise. This core framework guided the development of the organization’s most celebrated projects, including the televised tribute concert House Seats: Women of Color on Broadway on PBS and ALL ARTS TV, and the short film Summertime, sponsored by MAC Cosmetics, for an exclusive premiere on Playbill.com, proving that a small arts organization can dominate theater and media spaces while maintaining its commitment to local and civic advocacy.
Impact & Metrics
Financial & Operational Growth
$77,800
Raised in Combined Program Funding
$9,600
Raised in Individual Donations
$6,925
Sold in Ticket & Merchandise Items
Strategic Institutional Alliances
1
Federal Grant Secured
2
Paid Corporate Partnerships Secured
8
Artistic Program Partnerships Secured
Community Advocacy & Influence
35
Broadway Artist Advocates (Volunteers)
6
Community Outreach Initiatives
Audience Reach & Media Footprint
165,700
Cumulative Digital Streams
1,123
Cumulative Program Attendance
3
Community Engagement Partnerships
10
National Press Features