By Michael Gioia
In anticipation of the 2014 New York Musical Theatre Festival — which has provided a platform for over 1,000 artists a year to create new musical theatre and will run this year from July 7-27 — Playbill.com premieres NYMF's "Musicals Live Here" photo series. Godspell's Julia Mattison struts iconic fishnet dance attire in the premiere photo.
The "Musicals Live Here" campaign marks the start of a new marketing partnership between NYMF, Serino/Coyne and Dirty Sugar Photography. A portion of the wardrobe was provided by the TDF Costume Collection.
In the collection of photos, NYMF "tapped a 'this generation' breed of Broadway stars to bring their personal styles to iconic musical theatre archetypes in a series of photographs taken around New York City. Each image depicts a different musical icon going about their everyday life in New York as only a spirited musical theatre character can."
"I love The New York Musical Theatre Festival because it's one of those outlets that nurtures all of these creative and awesome projects and allows for them to have full productions and presentations in New York City. That kind of support for a new artist in a theatre mecca is a very cool and very rare thing," said Mattison. "I had so much fun being a part of this photo campaign to support NYMF. It was the first time I've ever sat in a coffee shop while wearing a fishnet leotard. Also, look how I'm typing on the computer in this photo… Don't ever try it like that, it will take you ten times as long to send an e-mail."
Over the past ten years, NYMF has established itself as the largest annual musical theatre festival in the country. Each summer, the Festival presents productions, concerts, readings and special events in the heart of New York City's theatre district.
"At NYMF, we are proud to have the privilege of helping hundreds of artists bring life to new musicals every year," said NYMF marketing manager Matt Britten. "With this new campaign, we wanted to capture the essence and the energy of the city that serves as the backdrop to our Festival, and also to the lives of so many writers, performers and others of us who felt called to this city to make our own marks on musical theatre."
For more information, visit NYMF.org.