Broadway's renowned publicity firm, BBB, is undergoing a significant transformation. Effective June 1, the company, originally established in 1991 by Chris Boneau and Adrian Bryan-Brown, will operate under new ownership and a new name: Aperture Public Relations. This strategic shift sees veteran press agents Heath Schwartz and Michelle Farabaugh taking the helm, signaling a fresh chapter for a firm that has championed over 400 theatrical productions across various stages, from Broadway to international tours.
A New Era for Broadway Communications: Aperture Public Relations Takes Center Stage
In a notable development within the Broadway community, the esteemed publicity agency BBB has officially transitioned its ownership and will now be known as Aperture Public Relations, effective June 1, 2026. This significant change stems from the acquisition of the firm by two of its long-standing and highly respected employees, Heath Schwartz and Michelle Farabaugh. The duo will assume the roles of partners and co-presidents, guiding Aperture Public Relations into its future endeavors.
BBB, originally founded in 1991 by Chris Boneau and Adrian Bryan-Brown, has an illustrious history of representing more than 400 theatrical productions. Their impressive portfolio includes iconic shows such as "Guys and Dolls" and "A Christmas Carol" from their early days, to more recent successes like "Chicago," "Harry Potter and the Cursed Child," "Mamma Mia!," "Moulin Rouge! The Musical," and "The Outsiders." Over its more than quarter-century existence, the firm's productions have garnered an astounding 254 Tony Awards and 12 Pulitzer Prizes, among numerous other accolades, solidifying its reputation as a powerhouse in theatrical public relations.
Under the new structure, Adrian Bryan-Brown will continue to offer his invaluable client services to Aperture Public Relations, ensuring a seamless transition and continuity for existing clients. Chris Boneau will also remain connected to the firm, taking on the role of an independent consultant. This arrangement highlights a collaborative and supportive handover, leveraging the extensive experience of the founders while empowering the new leadership.
Both Schwartz and Farabaugh bring a wealth of expertise to their new leadership positions. Heath Schwartz joined BBB in 2004 and has been instrumental in leading publicity campaigns for acclaimed shows such as "Mean Girls," "Jersey Boys," "Doubt," and "The Drowsy Chaperone." Michelle Farabaugh began her journey with the company as an intern in 2012, steadily rising through the ranks. Her impressive track record includes representing a diverse range of plays and musicals, including "Leopoldstadt," "The Ferryman," "Hear Lies Love," and "The Hills of California."
In a joint statement, Schwartz and Farabaugh expressed their enthusiasm for the future: "Boneau/Bryan-Brown has long set the gold standard among entertainment communication firms, serving not only as an industry leader but as an incubator for some of the most accomplished press agents working today. As Broadway and the media landscape continue to evolve, we embrace this next chapter with intention and vision." Their words underscore a commitment to upholding the firm's legacy of excellence while also adapting to the dynamic changes within the industry.
The founders, Boneau and Bryan-Brown, have openly endorsed the launch of Aperture Public Relations. They shared their confidence, stating, "We know Heath and Michelle are going to lead a new era in communications marketing for theatre—in New York, nationwide, and globally. With their extensive industry knowledge, experience and expertise, not only will they continue to offer timely unparalleled direction and support to the industry, but they will also drive innovation and redefine how theatre is promoted." This collective optimism for the firm's future under its new leadership suggests a promising outlook for theatrical public relations.
This transition marks a significant moment for the Broadway publicity landscape. The renaming to Aperture Public Relations, coupled with the proven leadership of Schwartz and Farabaugh, signals an exciting period of innovation and continued excellence in promoting theatrical arts. It demonstrates a successful model of succession, where seasoned professionals take the reins, backed by the experience and support of the founders, to carve out a new path while honoring a rich history. This move will undoubtedly influence how Broadway productions connect with audiences and the media in the years to come.