Broadway as Global Brand

For people around the world, Broadway\u27\u27 means the Broadway musical, the epitome of singing and dancing, glamor and dazzle. Although the Broadway musical is customarily perceived as the most distinctively U.S. theatre form - whose national and municipal identity is embedded in its name - it has circumnavigated the globe countless times. As the globalized cultural economy increasingly facilitates the worldwide circulation of multinational theatrical productions, Broadway-style musicals are being manufactured from Hamburg to Shanghai. They are no longer a specifically U.S. form, but a global brand that freely crosses borders, genres, and styles