Why ‘The Great Gatsby’ and Other Broadway Shows Are Turning to Influencers

On a 91-degree day in June, a group of 20- and 30-somethings in sundresses and Bermuda shorts was navigating a dimly lit cocktail lounge whose air-conditioning was on the fritz.

It didn’t matter: Cocktails with names like the Ghost Writer were flowing, and patrons were posing in front of a velvet emerald curtain, holding “Team Daisy” and “Team Gatsby” hand fans emblazoned with the faces of Eva Noblezada and Jeremy Jordan, the stars of the Broadway musical “The Great Gatsby.”

Flickering candles adorned tables at the side of the room, where people colored in silhouettes of the character Myrtle Wilson, a social climber in the musical, and filled out trivia sheets with questions like “Is Gatsby in East or West Egg?” Silver gift bags filled with miniature bottles of Champagne and “Old Sport” stickers sat on a table by the door.

“We are in the Gatsby era,” said Francis Dominic, 31, a lifestyle and travel influencer, alluding to the Broadway musical and “Gatsby,” another high-profile stage adaptation of the F. Scott Fitzgerald novel that last week ended its run at American Repertory Theater in Cambridge, Mass., and is also aiming for Broadway.

Dominic was among about 40 TikTok, Instagram, X and YouTube creators who had gathered at the Rickey lounge inside the Dream Midtown hotel to celebrate the release of the “Great Gatsby” cast album, which would begin streaming the next day.