@HamiltonMusicalBroadway in the social media age

Maggie GilroySocial Media Theory and PracticeSyracuse UniversitySyracuse, New York

“Hamilton”

• Opened at the Richard Rogers Theatre on Aug. 6, 2015• Based on “Alexander

Hamilton” by Ron Chernow• Written by Lin-Manuel

Miranda• A hip-hop rap re-telling of the

life of Alexander Hamilton• Utilizes “color blind casting”(Internet Broadway Database, 2015)

Figure 1. Daveed Diggs and the company of “Hamilton” (Marcus, 2015)

Fig. 2 Lin-Manuel Miranda at the White House Poetry Jam. (The White House, 2009.)

It’s a hit!

Fig. 3. Hamilton Homepage Screen Shot. (2015)

Lin-Manuel Miranda: Social Influencer• Voice

• #Yayhamlet• #twitterico• #hamiltat• #groffsauce• #force4ham(@Lin_Manuel, 2015)

• Fan interaction

• Interaction with other influencers

• Personal and professional info

(@Lin_Manuel, 2015)Fig. 4. Lin Manuel Miranda Twitter Screen Shot (2015)

Analysis of @Lin_Manuel

Analysis of Lin-Manuel Miranda’s twitter:

• Klout: 85 (More than @HamiltonMusical) (Klout.com)

• Ranked Among the top 0.1% of people talking about Acting, Broadway, Dance, Theater and Puerto Rico (Klout.com)

• Klout of other theatre composers:• Alan Menken: 81• Stephen Schwartz: 81• Andrew Lloyd Webber: 88(Klout.com)

Hashtag analysis

#yayhamlet• Twitter sample: 12/3/15-12/12/15 (9 days)

• 344 original tweets• 114 @message tweets• 428 retweets• 886 total tweets• 744,730 reach• 876,380 timeline deliveries(hashtracking.com, 2015)

#Hamilton• Twitter sample: 12/11/15-12/12/15 (1 day)

• 919 original tweets• 52 @message tweets• 529 retweets• 8,998,399 reach• 9,580,310 timeline deliveries(hashtracking.com, 2015)

Fig. 4. “Hamilton” Twitter screen shot (2015)

Analysis of “@HamiltonMusical”• Klout: 79 (Klout.com, 2015)

• Ranked Among the top 0.1% of people talking about Entertainment, Broadway, George Washington

(Klout.com, 2015)

• Klout of other Broadway shows:

• “Something Rotten:” 65 – opened 4 moths before (http://ibdb.com/Search/QuickSearch, 2015)• “Wicked:” 87 - 12 years old (http://ibdb.com/Show/View/11169, 2015) • “The Lion King:” 84 – 18 years old (http://ibdb.com/Show/View/5421, 2015)(Klout.com, 2015)

()

Fig. 5. “Hamilton” Twitter screen shots (2015)

Shareable content (1.5 K likes)

#Hamiltunes

Fan interaction

Parody Account: @hamiltonssquad

Fig. 6. “Hamilton’s Squad” Twitter screen shot (2015)

• 12.3 K Followers

• Interacts with actors, @HamiltonMusical

• Creates memes, sharable content

Fig. 7. “Hamilton’s Squad” Twitter screen shots (2015)

Viral Content #Ham4HamHoward Sherman Klout: 65 (Klout.com, 2015)

Fig. 8. Ham4Ham Dec. 5 lottery show (2015)

Reference List“Alan Menken.” Klout, Inc. Retrieved from https://klout.com/#/user/AIMenken.

“Andrew Lloyd Webber.” Klout, Inc. Retrieved from https://klout.com/#/user/OfficialALW.

“Hamilton.” 2015. Klout, Inc. Retrieved from https://klout.com/#/user/HamiltonMusical.

“Hamilton: an American Musical.” 2015. Hamilton Broadway. Retrieved from

http://www.hamiltonbroadway.com/.

“Hamilton: an American Musical.” 2015. The Internet Broadway Database. Retrieved from

http://ibdb.com/Show/View/499520.

“Lin-Manuel Miranda.” 2015. Klout, Inc. Retrieved from https://klout.com/#/user/Lin_Manuel.

Sherman, Howard. “Hamilton Ham4Ham 12/5/15 with Lin-Manuel & The Skivvies.” Dec. 5, 2015. Retrieved from

https://www.youtube.com/watch?v=bCKRDqxsPMU/

“Something Rotten.” 2015. Klout, Inc. Retrieved from https://klout.com/#/user/RottenBroadway

“Stephen Shwarrtz.” Klout, Inc. Retrieved from https://klout.com/#/user/composerstephen

Reference list con’t“The Lion King.” 2015. Klout, Inc. Retrieved from https://klout.com/#/user/TheLionKing.

The White House. (2009, Nov. 2). “Lin-Manuel Performs at the White House Poetry Jam.” Retrieved

from https://www.youtube.com/watch?v=WNFf7nMIGnE.

“Wicked.” 2015. Klout, Inc. Retrieved from https://klout.com/#/user/WICKED_Musical.

“@HamiltonMusical.” 2015. Twitter. Retrieved from https://twitter.com/HamiltonMusical.

“@Hamiltonssquad.” 2015. Twitter. Retrieved from https://twitter.com/hamiltonssquad

“@Lin_Manuel.” 2015. Twitter. Retrieved from https://twitter.com/Lin_Manuel.

“#Hamilton.” 2015. Hashtracking. Retrieved from https://www.hashtracking.com/explorer/.

“#yayhamlet.” 2015. Hashtracking. Retrieved from https://www.hashtracking.com/explorer/.