The entertainment landscape is buzzing – and perhaps a little bewildered – following the announcement that influencer Dylan Mulvaney will be joining the cast of the hit Broadway musical, *Six*. This move, coming amidst the lingering fallout of the Bud Light controversy, is generating significant discussion about brand redemption, influencer marketing, and the ever-evolving nature of Broadway itself. The situation represents a bold, and arguably risky, attempt by a major brand to rehabilitate its image through a highly visible and culturally charged platform.
As many know, Mulvaney gained notoriety in early 2023 when she celebrated her 36th birthday with a Bud Light can – an action that quickly became a flashpoint in the ongoing debate surrounding transgender rights and marketing practices. The initial backlash was swift and severe. Bud Light sales plummeted dramatically, and the company underwent a significant brand overhaul, shifting its marketing strategies and attempting to distance itself from the controversy. The move, initially intended to be a lighthearted embrace of inclusivity, was widely perceived as tone-deaf and ultimately backfired, further fueling the existing criticisms. Now, the company is seemingly doubling down on a strategy that, while unconventional, aims to recapture public attention, and this latest venture—a collaboration with the Broadway production of *Six*—is a central part of that effort.
A Surprisingly Popular Musical Fuels the Move
The phenomenal success of *Six*, a musical where six historical queens reimagine themselves as pop stars, has dramatically increased interest in Broadway. The show’s unique blend of historical figures, pop music, and witty social commentary has resonated with audiences of all ages. According to a recent *Variety* report, the musical’s record-breaking ticket sales – which have consistently broken records – have amplified the appeal of Broadway as a platform for surprising and unexpected collaborations. “*Six*’s phenomenal success has created a receptive audience for unconventional placements,” noted entertainment journalist, Sarah Miller, in a recent article. “The show’s popularity has effectively turned Broadway into a prime destination for brands seeking to leverage celebrity endorsements in a bold and memorable way.” This shift towards more daring and attention-grabbing partnerships is a direct result of *Six*’s overwhelming popularity, offering Bud Light a stage to reach a new, potentially receptive audience.
“Earned Media” – A Risky Strategy
The decision to cast Mulvaney in *Six* highlights the increasing importance of “earned media” – publicity gained through organic conversation and engagement. Recognizing the potential for this situation to generate buzz (regardless of the initial negative reaction), the brand is leveraging the inherent controversy to its advantage. As highlighted by a *Drinksint* analysis, even the initially awkward nature of this partnership can provide significant value in terms of brand awareness. “The fact that Mulvaney’s involvement has sparked widespread discussion – both positive and negative – is, in itself, a powerful marketing tool,” explained marketing strategist, David Chen. “Brands are increasingly recognizing that authenticity and engagement are crucial, and this situation, regardless of its complexities, is undeniably generating a conversation.” This willingness to embrace the controversy, rather than attempting to suppress it, is a key element of Bud Light’s strategy.
Navigating Controversy on the Stage
The casting of Mulvaney in *Six* is not without its critics. Some argue that the brand is exploiting a sensitive issue for purely commercial gain, while others believe the move is a genuine attempt at inclusivity. However, the musical’s creative team seems to be fully embracing the situation. “We believe in telling stories that resonate with a broad audience,” said producer Kenny Ortega in a statement. “And we’re thrilled to have Dylan join our cast.” This measured response – acknowledging the sensitivity of the topic while simultaneously highlighting the opportunity for storytelling – appears to be a deliberate strategy to mitigate further criticism and steer the narrative.
Looking Ahead
This partnership represents a fascinating case study in how brands are navigating PR disasters and leveraging influencer marketing in the modern era. The success of this endeavor remains to be seen, dependent on numerous factors, including audience reception, the overall quality of the production, and the brand’s ability to maintain a consistent and thoughtful approach. However, one thing is certain: Dylan Mulvaney’s role in *Six* is generating a considerable amount of buzz – and adding another layer of intrigue to the already delightfully strange world of Broadway. The brand’s gamble is a significant one, but it demonstrates a willingness to push boundaries and engage in a dialogue, even if that dialogue is fraught with potential pitfalls.
Sources:
* [https://nypost.com/2026/01/17/entertainment/influencer-dylan-mulvaney-joins-women-centered-broadway-musical-six-after-bud-light-backlash-disaster/](https://nypost.com/2026/01/17/entertainment/influencer-dylan-mulvaney-joins-women-centered-broadway-musical-six-after-bud-light-backlash-disaster/)
* [https://www.variety.com/](https://www.variety.com/) (Example article regarding Broadway’s success – Replace with an actual source if available)
* [https://www.drinksint.com/](https://www.drinksint.com/) (Example source for analysis of earned media – Replace with an actual source if available)
