by Marialena Rago
Times Square has performers at every turn - it could be a street performer or it could be a theatreMAMA street team member. You’ve seen them around in costume passing out forms for different Broadway shows like Chicago and Radio City’s Christmas Spectacular. theatreMAMA is an experiential marketing and living media company that helps promote Broadway shows, but it isn’t like regular marketing companies. Their marketing practices allow performers to really hone their talents like dancing, acting and improve. “I love that I get to work on my acting skills, such as accents. Also working on physicality and voice,” says Natalia Gomez of South Florida.
Gomez is an actress and model who works with theatreMAMA. She has been in TV commercials and print ads for companies like Bud Light, Chase and Marriott, to name a few. She has also been on stage and in a short film. Gomez isn’t the only actress and performer working at theatreMAMA; Jacqueline Maxi has been a part of theatreMAMA for two years and hopes to be on Broadway singing, acting and dancing eight times a week.
Maxi, like Broadway performers, has a routine when she is getting ready for a typical day working for theatreMAMA. “Since I know what promo I'm working that day, I'll always listen to the cast album or music related that will start getting me in character,” she says. “Once I've arrived at the office, I'll put on my costume and check in with the manager on duty. I'll go over my talking points and my three favorite sound bites, warming up my voice. Once out on the field, I dance, sing, strike poses, and interact with people from all over the world.”
Working on their craft is why a lot of the street team members get involved in theatreMAMA, but they stay for the interactions with different people; especially kids. Tatiana Birenbaum is from Sao Paulo, Brazil and says that seeing the kids get excited is the most fun. “I love when they want to sing and dance with me and say, ’Look mom, she is a dancer!'”
Birenbaum also says that working on different characters each day makes it feel like the streets are her stage. “It’s like breaking the fourth wall every day and it makes me so happy.”