FELA! THE MUSICAL
FELA! The Musical — National Tour Marketing & Cultural Engagement
A multi-city marketing, cultural programming, and documentary support initiative amplifying a groundbreaking Broadway production.
Adero Media led a national marketing and cultural engagement strategy for FELA! The Musical. Our work included city-specific digital campaigns, university workshops, celebrity-driven partnerships, philanthropic engagements, and Lagos-based film contributions to the documentary Finding Fela! directed by Alex Gibney.
Challenge
The show needed a culturally aligned promotional strategy that could energize audiences across cities while authentically situating Fela Kuti’s legacy in global consciousness. The documentary required on-the-ground footage, interviews, and cultural framing drawn directly from Lagos.
Our Approach
We executed layered engagement strategies combining digital storytelling, academic partnerships, cultural events, and film support. Our Lagos interviews added authenticity and global texture to the documentary.
City-Specific Marketing
- Designed custom social media campaigns for each touring city
- Activated bloggers, journalists, and influencers
- Coordinated local press and visibility opportunities
University & Cultural Engagement
- Hosted Afrobeat workshops at universities
- Organized cast talkbacks on politics, resistance, and music
- Organized philanthropic tie-ins through foundation partnerships
Fundraising & Community Support
- Raised funds via merchandise collaborations
- Built community presence through targeted outreach
Documentary Film Support
- Hosted interviews in Lagos for Finding Fela!
- Contributed narrative insights to editing
- Strengthened cultural framing for film direction
Outcome
- Achieved sold-out and high-traffic engagements in multiple cities
- Expanded cultural dialogue around Fela’s legacy
- Strengthened the authenticity of Finding Fela!
- Deepened community participation nationwide