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Wicked celebrates tenth anniversary with West End’s first YouTube event for content creators

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By Michael Feeley, Founder and chief exec

September 22, 2016 | 3 min read

To celebrate ten years in London, the multi-award winning musical Wicked has partnered with the new ‘YouTube Space’ in Kings Cross to host an exclusive event for content creators, the first-of-its-kind for a West End show.

Organised by the entertainment-marketing agency Think Jam and the marketers of Wicked Joe Public, the aim of the event, which took place last week, was to bring the musical world directly to the YouTube community. Guests were treated to an all-star Wicked cast panel event, including Rachel Tucker (Elphaba), Suzie Mathers (Glinda), Oliver Savile (Fiyero), Mark Curry (The Wizard) and Anita Dobson (Madame Morrible) for an insightful Q&A.

There was also a creative demonstration hosted by the Wicked make-up team, showing just how the production brings the Witches of Oz, Glinda and Elphaba, to life every night at the Apollo Victoria Theatre.

Luke Shires, co-founder and managing director of Joe Public, said of the event: “Joe Public were delighted to collaborate with YouTube Space London and Wicked for this digital landmark. It was great to be able to engage with young YouTube Creators and give them the opportunity to learn more about this spellbinding production and inspire their own content as part of Wicked’s 10th anniversary celebrations.”

UK executive producer of Wicked Michael McCabe said: "Wicked is proud to be the first West End theatre production to collaborate with YouTube Space London. As we celebrate 10 years of Wicked in London, it’s fantastic to be able to connect with young social influencers and creators in this unique digital forum.”

Naomi Ticehurst, client services director at Think Jam, said: “Hosting the event at YouTube Space gave content creators a chance to take advantage of all the high-tech studio features, collaborate with each other and place themselves in the heart of the Wicked action.”

Darlington Howland, YouTube Spaces, commented: “We are always open to experimentation at the YouTube Spaces and that's why we were interested to collaborate with the 10th Anniversary of Wicked. We'd never worked with a West End production before and were surprised and delighted with the strong interest from our Creators. It was a wonderful meeting of traditional and new entertainers. Mark Curry leading the conversation was a brilliant element and Creators (and all of us!) found the cast discussion incredibly inspiring.”

Creators will be featuring the exclusive content from the event on their channels. This is the first of many upcoming activations to celebrate Wicked’s 10th anniversary this month.

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