Creating the Future of Live Theater—Together: Inside the iStage Movement

Live Theater Is Having a Wonderful Resurgence - Wait Till You Hear About Its Next Act! 

 On a recent episode of The Debbie Nigro Show, I caught up with longtime pal, producer and innovator Paul Lambert about an exciting new chapter in entertainment: iStage.

What makes iStage so unique? It’s the first community-first approach to building musicals—blending digital engagement with the magic of live performance. 

Instead of starting with a script and hoping people show up, iStage builds a community around a topic first, then creates a show the audience already cares about.

“Why produce a musical no one asked for? Build the audience first. Then give them the show they want.” – Paul Lambert

iStage taps into existing passion groups—like fans of American Bandstand, environmental causes, or baseball—and invites them to participate, vote, and even own a piece of the show they're helping bring to life.

“For the price of a Broadway ticket, people might actually own a small part of a musical. That’s never been done before.” – Paul Lambert

At the heart of this new model is a blend of heart and data. iStage’s Digital Business Futurist, MJ Witt, helps lead the charge by using gamified platforms to build and engage vibrant online communities. The data these fans share guides creative decisions, making sure the show reflects what the audience wants to see.

“Some call it the democratization of theater. We call it smart.” – Paul Lambert

Even better? iStage spreads investment across multiple musicals, so producers and partners aren’t betting on just one show—they’re backing a diversified portfolio with global appeal.

“We don’t pick a topic that only plays in New York or LA—we pick big, universal stories that resonate around the world,” said Lambert.

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