‘Treason,’ the Musical, Was Built on an Online Foundation

The catchy, folk-tinged numbers from “Treason the Musical” have been streamed online over a million times, in 96 countries. Its fans — known as “Plotters” — have been listening to an EP, an acoustic record and a live album of the songs, as well as sharing their own performances on TikTok. But until this fall, there hadn’t even been a full-scale production of the show.

Unlike “Beetlejuice,” “Heathers” or “Dear Evan Hansen,” which all parlayed onstage popularity into huge digital followings, “Treason” is turning the formula for musical success around. Its producers cultivated an online fandom for three years before raising the curtain on the show, and are now banking on those fans buying theater tickets, too.

It seems to be working. “Treason” is currently on a 27-show tour of Britain that culminates in two performances at London’s largest theater, the 2,286-seater Palladium, on Nov. 21-22.

Created by Ricky Allan, the musical tells the story of the Gunpowder Plot of 1605: a failed attempt by a group of persecuted English Catholics to blow up the Houses of Parliament in London and assassinate the protestant King James I. The show features folk ballads, rousing pop and rock numbers, and spoken word and rap, with period costumes — ruffs and capes, doublets and hose — and candle-like lighting to evoke a 17th-century setting.

As an original retelling of an episode from English history, “Treason” brings to mind another grass-roots British success story: “Six,” the hit musical about the wives of King Henry VIII. “Six” started out as a scrappy student show in the Edinburgh Fringe and grew into a professional production that is playing on the West End and Broadway. Its cast album became the second-most streamed of all time (after “Hamilton”), and its Instagram account has more followers than any West End show ever.