Broadway Backlash: Lessons from the Dolly Drama
Remember that article we posted a few months ago about Dolly’s universal appeal and lessons that we can take from her public relations expertise? Well, there’s now at least one segment of her audience who may disagree with that original premise.
Back in December, Dolly Parton fans got a surprise: an open casting call for a new musical based on the country music legend’s life. The show’s team encouraged anyone to submit and post a video of themselves singing a Dolly hit. The best submissions, they said, would have a chance to participate in the show’s formal auditions.
“We're looking for talented performers who can capture the spirit of my journey,” Parton said in a statement. “Whether you're an experienced theater professional or an undiscovered gem... This might be your moment to take center stage.”
Thousands took the opportunity seriously. Videos flooded TikTok and Instagram. Fans debated who had the best voice, who nailed Dolly’s signature twang, and who felt most like “the real thing.” When 15 finalists were announced and invited to a formal audition in New York, the momentum kept building. The show’s accounts shared a video compilation of their submissions.
Then came the announcement: none of the finalists would play Dolly. Broadway veterans had been cast for the premiere instead.
Reactions online were swift and critical. BroadwayTok, a subset of users on TikTok, described the campaign as misleading, and some said they felt used—for content, clicks, and attention. The underlying message, they argued, was that the show was never truly open to outsiders, despite how it had been framed.
While two of the finalists have been cast in smaller, as-yet unannounced roles, the framing of the contest’s premise was, as critics declared, misleading.
(Note: These videos have some adult language.)
The frustration didn’t come out of nowhere. It tapped into a broader conversation already happening among theater fans and professionals:
Broadway, many feel, has been playing it safe. Post-pandemic attendance is still down. New shows often rely on familiar stories and celebrities instead of taking risks on original work or lesser-known talent.
At the same time, more students than ever are graduating from musical theater programs into an industry with limited opportunities.
A growing number of performers and fans are asking: who gets to be on stage, and how are those decisions really made?
Against that backdrop, the “Dolly” casting announcement in light of their campaign was poorly received. What was initially celebrated as a moment of openness ended up reinforcing the perception that the Broadway pipeline is closed—and that public participation is welcome only when it’s good for marketing. (Note, a revival of Heathers recently followed the same formula for a casting stunt, reportedly casting several people from the open call, though those roles have not yet been announced. They are not for the two leading roles.)
Takeaways for Communicators
While this moment is specific to the theater world, the lessons apply across industries:
Be honest about what’s on the table. If the audience believes there’s an opportunity, and it turns out there wasn’t, that disconnect can do lasting damage to trust. To many, the open call felt like a bait and switch created only for marketing purposes.
Understand the climate you’re stepping into. The sour feelings spurred from the “Dolly” campaign didn’t exist in a vacuum—it touched on deeper conversations about the industry at large. Some greater awareness around these broader conversations and frustrations in the theater world could have saved this backlash from occurring.
Don’t alienate your strongest supporters. In all reality, when Dolly opens, many of its audience members will likely never know about the casting drama that unfolded prior to opening night. They will be there to enjoy some hit songs from a beloved icon in a new format. But, the die-hard theater community is likely to remain bitter about this first casting run—which may have longer-lasting consequences.