Crains New York - April 1, 2013 - (Page 25)
INSIDE
HELLUVA TOWN
Source Lunch
Ashley Fina grows the
family business PAGE 26
Out and About
Comic Art Festival
Myspace gets
content chief
Myspace, one of the first social
networks, is relaunching as
primarily a music and video site—
with a new original-content
division headed up by former Vice
Media Senior Producer Joseph
Patel (below). But don’t expect to
see Vice-style productions, like
Dennis Rodman’s controversial visit
to North Korea, which Vice
recently taped for HBO.
“We have to develop our own
voice,” said Mr. Patel, who is
building a production unit inside
the Manhattan offices of Specific
Media. The online-ad firm
bought Myspace
from News Corp.
in 2011 for the
fire-sale price of
$35 million.
Mr. Patel is
planning to cover
“music, music
culture and different creative
endeavors through the lens of
music”—producing everything
from interviews to live
performances to minidocumentaries. So-called branded
content—videos paid for by and
potentially featuring advertisers—
will also be important: “My goal is
to have brands fund content we
would do anyway,” he said. The
new Myspace is enjoying a lengthy
test run in an “open beta” phase.
There is no official launch date, a
spokesman said.
—matthew flamm
PAGE 27
TRIPLE PLAY: Arielle
Tepper Madover will
soon have three
major productions on
the Great White Way
at the same time.
Designer class
Guests at Publicolor’s upcoming
benefit will get design lessons
from the likes of fashion icons
Michael Kors and Nicole Miller.
The organization helps publicschool kids upgrade their
institutions using vibrant paints
they select, sometimes with the
help of big-name designers.
Recently, Massimo Vignelli, who
designed the 1972 New York
subway map, chose the palette for
the Bronx Design & Construction
Academy.
The exercises make hallways
and cafeterias pop, and give
students a sense of ownership.
Publicolor also provides tutoring
and college-prep programs for
about 270. The organization is
hoping to expand to meet growing
demand, said founder Ruth Lande
Shuman.
“We’re turning away too many
kids,” Ms. Shuman said.
Guests at the April 2 benefit
will receive white painting
jumpsuits upon arriving at Martin
Luther King High School. Then
artists, architects and designers
will lead painting workshops
where guests will decorate pillow
covers. They will also be able to
bid on covers designed by big
names including Oscar de la Renta
and Elie Tahari. Ms. Shuman said
she hopes to raise $1 million. The
group’s 2013 budget is $3.4
million.
—ali elkin
Bright light on Broadway
Producer Arielle Tepper Madover’s knack for spotting a hit—
and marketing it—make her a powerhouse
A
CENTER STAGE
BY THERESA AGOVINO
rielle Tepper Madover’s current Broadway season could be a script for a show
about the rewards of holding onto a childhood dream. ¶ Act 1: Eight-yearold sees Annie and vows to have a theater career. ¶ Act 2: Syracuse University
graduate begins producing. First show is a sensation. She struggles with
some less successful productions, but she perseveres to win two Tony
Awards. ¶ Act 3: Manhattan native fulfills her aspiration of reviving the
musical that sparked her passion, and it becomes a big hit. ¶ “There are
moments when the work can be overwhelming, but then I remember how
fabulous it is,” said Ms. Madover, who is married with two children and a stepdaughter. “I walk
around Broadway and I see the plays on the [marquees], and I’m just amazed.” ¶ Ms. Madover,
40, has come a long way since she was a student in London and unsuccessfully begged legendary
producer Cameron Mackintosh’s company for an internship after seeing Les Misérables. Over the
years, she has developed savvy marketing skills and an ability to pick commercially viable projects.
¶ She will soon have three high-profile productions on the Great White
See BRIGHT on Page 26
11
2
NUMBER OF
BROADWAY
PLAYS for which
Ms. Madover
has been lead
producer
NUMBER
of her
Tony
wins
April 1, 2013 | Crain’s New York Business | 25
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IN THE BOROUGHS
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