I'LL BE THERE - The Musical

In early 2021, as the Covid pandemic was raging, a new stage musical about The FOUR TOPS was being born — “I’LL BE THERE,” based on the written memoir of the same name by Duke Fakir, the last surviving member of group. 

As the show’s Producers began pre-production and script development, they wanted to generate strong interest prior to a roll out. Their goal was to capture the attention of investors, potential venues, distributors, and even a director, to convince them of its multi-generational appeal and its potential for global penetration. To do this, they knew they needed a smart and unique media relations campaign to raise awareness and elicit interest and engagement among these audiences. They hired Cricket Public Relations to get the job done.

Cricket Public Relations (CPR), a boutique firm led by PR veteran Brian Hyland and former journalist Jesse Nash, was well-suited to the task, having represented multiple national brands and personalities, and having extraordinary connections in and throughout the media landscape.

Nash and Hyland immediately got to work, securing the lead story in the New York Post’s Page Six on May 31, 2021 (in print June 1). 

It was a shot heard around the world. And it would be the beginning of a media campaign that would shock and awe. Seven waves of press that would generate hundreds of millions of readers (per wave!), with no signs of slowing down. 

Keep in mind, at this point, the musical had no start date, no theater venue, no director, no cast, and a script still in development. But the strength of the story behind this iconic Motown brand has kept the interest of reporters, audiences and industry managers alive for more than a year – even as many of those elements continue to be a work in progress. The interest in all things to do with the iconic FOUR TOPS continues to be as strong as ever. Fakir and The FOUR TOPS continue to tour around the world – with every date sold out. 

After the New York Post followed up its coverage five months later with the news that Aakomon “AJ” Jones (“Pitch Perfect,” “The Black Panther,” Beyonce to Mariah) would agree to take the reigns as the director of the musical, the media machine was officially set in motion. 

But with no additional “announcements” pending, CPR requested to host a series of discovery calls with the show’s producers, including Fakir, and the memoir’s biographer, to develop a strategic rollout. After hearing more about Duke’s unbridled love for his hometown of Detroit, CPR and the team came to the realization that the show should debut not in London or on Broadway, but in Detroit! As for media relations, we would reveal this plan not to the national press, but to the local Detroit outlets. 

Within weeks, CPR had secured feature coverage by The Detroit Free Press, the local Fox TV affiliate, and The Detroit News. The story was picked up by multiple national, local and broadcast outlets, including the Associated Press and Gannett/USA Today, and requests for interviews started pouring in from outlets around the country. 

Local ABC affiliate, WXYZ, would follow with a 4-minute feature interview with Duke.

To continue momentum, CPR identified various anecdotes and facts from the memoir that would help keep the story of the FOUR TOPS in the headlines until the next big milestone – Duke’s memoir to be published in May 2022. 

Starting in November 2021, CPR identified the following storylines: 

• The FOUR TOPS were almost killed – had they boarded doomed Pan Am Flight 103 – the doomed airliner that was targeted by terrorists and exploded over Lockerbie, Scotland in December 1988 – Coverage by the New York Post, The Detroit News and more
• Duke Fakir was nearly killed in a racist altercation – coverage by the New York Post, with national pickup 

The news of the upcoming memoir began seeing media attention in March, when the Associated Press aired a video interview with Duke as the first official announcement, a story that would be shared by thousands of outlets including USA Today. TMZ also interviewed Duke about the book and upcoming musical.

Even the Library of Congress got into the act when they inducted “(Reach Out) I’ll Be There” into the National Recording Registry. A confirmation of just how iconic The Four Tops have become. CPR assisted the LOC in its outreach surrounding the announcement, ensuring Duke Fakir was featured in coverage alongside other musical icons like Wu-Tang Clan, Alicia Keys, Ricky Martin and Queen. Coverage included NPR’s 1-A, and – once again – the Associated Press.

All told, the Associated Press wrote about Duke and the group four times in less than a year, including reaching out to CPR when Lamont Dozier passed away, seeking confirmation from Paul Lambert and commentary by Duke Fakir! 

Then, in late Fall, two NEW articles were published that can be attributed to Cricket PR’s outreach: 

• The Wall Street Journal (Nov 1, 2022): Eddie and Brian Holland Had Different Gifts. Together, They Became a Supremely Creative Pair. – Inspired by the fact that the Holland Brothers are writing the songs for the new musical
• Life Magazine (Oct 14, 2022):  Motown: The Music That Changed America – A special edition featuring stories and photos of The Four Tops

With the relationships that have been carefully and strategically built, many news outlets, especially The Detroit papers, will pick up nearly anything CPR throws down if it involves Duke, The FOUR TOPS or Motown.

All the above is a testimonial to The FOUR TOPS iconic brand. People still love them. They love their music. They’ll go anywhere to see them. The thirst for a stage musical about The FOUR TOPS is insatiable. This is why NOW is the perfect time for Duke to make his dream come true.

The best is yet to come!