Case Study

The Apollo

New York, 2008–present
The Apollo
How do you reposition and reinvigorate an iconic venue recognized globally for its history as a vibrant home for Black contemporary performing artists?
Services Provided
  • Media Relations
  • Strategic Planning
  • Executive Counsel
  • Leadership Transitions
  • Stakeholder Communications
  • Media Training

Since 2008, R+A has designed and implemented an institutional strategy and communications campaign to expand The Apollo’s impact, support fundraising, and enhance programming and community engagement. The campaign was also designed to build appreciation of its contributions not only to Black performing arts but to American arts and culture. As part of the campaign, we developed the tagline: The Soul of American Culture.

This required an institutional shift, from a focus on nostalgia for the many legends who graced The Apollo stage to a more expansive view that highlighted The Apollo as a platform for innovative, contemporary performances and an unparalleled home for artists at every stage of their careers.

R+A continues to provide institutional counsel and analysis, develop strategies, and implement campaigns focused on artistic and community programs, fundraising support, communications and media relations, and the expansion and restoration of its historic home.

23_063 0095 Michelle Ebanks – President & CEO – The Apollo (c) Shahar Azran
Apollo Theater Names New President
Amiri Baraka At The Five Spot In New York In 1963, The Year He Published “Blues People Negro Music In White America.”Credit…Ben Martin:Getty Images
Amiri Baraka’s ‘Blues People’ Comes Home to the Apollo
A rendering of one of the two new theaters at the Apollo Performing Arts Center in Manhattan.Credit...Kostow...
Apollo Theater to Build New Performance Spaces
The lights are off at the Apollo, but they’re still invested in sharing music. Photo- Roy Rochlin:Getty...
For The Apollo Theater, the Show Must Go On