Founded in 2012, Viva Broadway is an audience development partnership with the Latinx community to help bridge the world of Broadway with Latinx audiences in New York City and around the country.


What You Need To Know

  • Hispanic Heritage Month kicks off today. Over the next four weeks, we’ll be bringing you stories that celebrate the Latinx community in all different facets

  • One organization, Viva Broadway, is bringing diversity and awareness of the Latinx community to theater, but also bringing theater to the Latinx community

  • On October 1, they will celebrate digitally with a concert "Hear Our Voices"

“It encompasses media outreach, education initiatives, concerts, events, and promotions, but the long-term initiative is to build awareness about Broadway, celebrate Latinx performers and increase representation throughout the industry. That's huge,” said actress Andréa Burns, who has performed in  “In the Heights” and the Gloria Estefan musical “On Your Feet.”

Burns is serving as this year’s host for Viva Broadway’s digital concert: “Hear Our Voices,” taking place on October 1, co-presented by Playbill.com.

“When I first came here, the opportunities for Latinx performers were very limited and they were seen through a very, stereotypical lens. So unless you were doing a musical that was known for Latinx characters, like “West Side Story” or “Man of La Mancha,” it was difficult to find representation that wasn't some kind of racial stereotype, I have to say. I feel very grateful to have been part of two musicals that were actually written by authentic Latinx voices,” said Burns.

The Viva Broadway celebration will benefit Broadway Cares/Equity Fights AIDS among other organizations.

Special guests include Antonio Banderas, John Leguizamo, Lin-Manuel Miranda, and Chita Rivera and others.

“I think it's important for all of us, no matter what country we’re from—Colombia, Venezuela, Cuba, Puerto Rico—for us to come together and really take a moment to celebrate our heritage,” said Tony Award Winner Sergio Trujillo.

Trujillo is directing and choreographing this year’s virtual concert.

“The purpose of the concert began as a celebration. But it's no longer about a celebration, but more of a moment to making sure that everyone understands that we are here, that there are these gifted individuals that should not be held back because of their color or their skin,” said Trujillo.

“Not only do we want to see more of the Latinx performers that we know and love and the next generation of that performing onstage, but we're talking backstage, we're talking on creative teams, producing, marketing,” Burns said. “And also to engage with a new kind of audience. We have a huge Latinx population in New York City, and a lot of them are not coming to the theater and a lot of them would love it. And so it's very exciting to be working on an initiative that is going to invite them and bring them here.”

For More information go to Viva.Broadway.