Andy Levy: Marketing & Social Media for the Arts
Welcome to a special encore presentation of the StageLync Podcast! Marketing strategist Andy Levy shares insights from a career spanning Cirque du Soleil, Franco Dragone, and Two Bit Circus. From selling “emotional products” to navigating TikTok trends, Andy unpacks how arts organizations can stand out, adapt to shifting platforms, and create lasting audience connections—even on a shoestring budget. Check out this preview, and don’t miss the full episode next week!
How did you transition from finance into marketing for live entertainment?
Andy Levy began his career in finance and investment banking, working long, isolating hours on high-stakes deals. A conversation with his brother in Las Vegas—who was mingling at celebrity events—made him question his path. Already passionate about hosting parties in college, Andy pursued an MBA in hospitality at UNLV, the epicenter of entertainment and hospitality. While studying, he worked as a nightclub VIP host and marketer, applying data-driven approaches to a traditionally unstructured industry. This led to marketing leadership roles at major Las Vegas venues, then a move to Cirque du Soleil, and later Franco Dragone in Dubai. Today, he’s at Two Bit Circus, a “micro-amusement park” blending arcade, VR, and immersive storytelling. Across these roles, he’s been drawn to the “emotional product” of entertainment—creating experiences people remember for life.
With marketing constantly evolving, how do you keep strategies relevant?
Andy stresses that marketing is in perpetual motion—platforms, algorithms, and audience behaviors shift quickly. Ten years ago, Facebook was essential; today, TikTok dominates certain demographics, and the next platform is always emerging. The key is to stay curious, monitor trends, and experiment with new tools. Twitter (or similar platforms) is valuable for listening to industry conversations, not just promotion. Marketers must decide when to engage with trends and when to sit them out—chasing virality isn’t always strategic. In arts and entertainment, the ultimate metric is still ticket sales, so trend participation must align with brand identity and business goals.
How important is brand identity for arts organizations, and how should it be approached?
Brand identity is “your beacon to the world”—it shapes the first impression, often before a guest sets foot in a venue. A cohesive ethos, visual style, and tone of voice should carry across every touchpoint, from ads to social media to the on-site experience. Andy cautions against leaving marketing out of early creative decisions, noting that factors like show names and logos should be tested for usability, SEO, and visual adaptability before launch. Smaller organizations without big budgets can leverage partnerships, storytelling, and behind-the-scenes content to extend reach. Authentic stories—such as emotional audience interactions—can be powerful low-cost marketing tools.
What advice do you have for small arts groups or individuals marketing their own work with limited resources?
The modern marketer’s most powerful tool is their phone. Andy recommends learning to shoot and edit engaging content for Instagram Reels and TikTok, using apps like Canva or Photoshop for quick design, and tapping into royalty-free or trending music for impact. Invest in low-cost subscriptions that enhance visual quality, and experiment often—some content will fail, but consistency builds traction. For those less comfortable with content creation, find promotional allies: partner with local businesses, leverage community newsletters, or barter tickets for exposure. Persistence is key, as is accepting that many pitches will be declined.
What’s your favorite aspect of your work, and what changes would you like to see in the industry?
Andy’s favorite part of the job is delivering emotional experiences—moments that stay with audiences long after the event. He values working in a field where people connect with the product on a personal level, unlike selling a generic commodity. If he could change one thing, it would be to involve marketing teams earlier in the creative process. He’s seen how late-stage marketing handoffs, without prior consultation, can create avoidable challenges—like brand names that clash with existing trademarks or are impossible to optimize for search. Giving marketing a seat at the table from day one allows for integrated strategies that enhance both artistic vision and audience reach.
Key Takeaways:
Entertainment marketing is about selling emotions and experiences, not just tickets.
Stay adaptable—platforms and audience habits shift constantly; test and evolve strategies.
Brand identity starts with the first audience interaction, often online, and must be consistent.
Small teams can achieve big impact through phone-based content creation, strategic partnerships, and authentic storytelling.
Early collaboration between creatives and marketers avoids costly missteps and strengthens audience engagement.
Editor's Note: At StageLync, an international platform for the performing arts, we celebrate the diversity of our writers' backgrounds. We recognize and support their choice to use either American or British English in their articles, respecting their individual preferences and origins. This policy allows us to embrace a wide range of linguistic expressions, enriching our content and reflecting the global nature of our community.
🎧 Join us on the StageLync Podcast for inspiring stories from the world of performing arts! Tune in to hear from the creative minds who bring magic to life, both onstage and behind the scenes. 🎙️ 👉 Listen now!
