2024 US Open & Hell’s Kitchen Signature Song Collaboration ”Kaleidoscope”

ABOUT THIS ENTRY

The US Open and ESPN partnered with Alicia Keys’ hit Broadway musical Hell’s Kitchen on a first-of-its-kind US Open theme song that aired globally on Opening Night of the 2024 tournament. “Kaleidoscope,” one of the new Keys songs in the 13-time Tony-nominated show, was also featured in the 2024 US Open Manifesto Video, which also premiered on August 26, both in Arthur Ashe Stadium and live on ESPN, as well as in broadcasts to more than 200 countries around the world. In addition to the manifesto video, ESPN and the USTA also featured a “Kaleidoscope” remix and footage from the USTA shoot in other promotional content.

How does this represent "Excellence in Engagement"?

The music collaboration with ESPN and Broadway’s Hell’s Kitchen exemplifies “Excellence in Engagement” by blending tennis, music, and culture to create an engaging fan experience. Through a live performance, featured athletes, and social content, we connected with various audiences and interacted with our existing US Open fans, adding a new layer of engagement and excitement to electrifying evening sessions in Arthur Ashe Stadium. The campaign generated over 86 million impressions, 2.285 million views, and 61,000 interactions across social channels, and was shown to over one million fans in attendance. The video was updated every day with the tournament’s best highlights and most exhilarating moments to keep the audience engaged and on their feet.

This partnership pushes the sports entertainment industry forward by redefining how music enhances and engages with it. By prioritizing cultural authenticity and relevancy, and partnering with an equally iconic New York City institution, the USTA showed that fans crave deeper connections and interactions beyond the traditional game-day experience. This collaboration challenges other brands, leagues, and artists to think beyond traditional partnerships. Future collaborations can build on this success, evolving how music, culture, and sports intersect to drive even greater fan passion and engagement.

Objective

The music collaboration between the USTA, ESPN and Broadway’s “Kaleidoscope” was conceptualized with the goal of finding and inspiring new audiences, seamlessly integrating music and sports to enhance fan engagement, and creating a culturally impactful experience. A key objective was to amplify the US Open’s existing cultural relevance by partnering with artists who authentically resonate with the sport’s fanbase to ensure that the collaboration was organic. It brought together two iconic New York City institutions: the US Open and Broadway. The manifesto video seamlessly blended together the event’s vibrant atmosphere, the city’s electric energy, and Broadway’s cultural impact to celebrate the sport and its deep connection to global entertainment. By incorporating one of the new songs from 13-time Tony-nominated hit Broadway musical Hell’s Kitchen and visual storytelling, the video highlighted the athletes, the fans, and the city that make the US Open truly spectacular and became a cultural moment that resonated with new, diverse audiences far beyond the tennis world.

Strategy & Execution

Today’s sports fans seek more than just the sport itself; they seek a holistic, integrated, and culturally relevant entertainment experience. They expect an immersive, interactive, and socially connected experience that keeps them engaged throughout the event, from walking through the main entrances to exiting the stadium. They value premium food experiences, music and live performances, state-of-the-art match-day production, and an invigorating fan culture that creates a vibrant atmosphere. This collaboration featured a partnership with our broadcast partner ESPN and another iconic New York institution, Broadway, which led to the inclusion of a song from hit musical Hell’s Kitchen, “Kaleidoscope”. The manifesto video spotlighted fans’ favorite tennis stars against the backdrop of “Kaleidoscope” and New York City, and created a fully immersive atmosphere as it aired every night pre-match and incorporated current highlights. There was also crossover appeal: this partnership strategically aligned with Alicia Keys and Broadway, which both resonated with the modern sports fan, creating a seamless and cohesive fusion of sports culture and entertainment. By integrating music into key moments, this collaboration delivered an unforgettable, high-energy experience designed to meet the expectations of today’s culturally connected and entertainment-driven sports fan.

Organizations

• USTA
• ESPN
• Hell's Kitchen
• Boomshot Productions

Credits

Nicole Kankam
Managing Director, Pro Tennis Marketing and Entertainment
USTA

Nicole Munroe
Director, Pro Tennis Marketing & Content
USTA

Michael Fiur
Executive Producer, US Open Entertainment
Michael T. Fiur Productions

Alyssa Simonin
Senior Manager, Social Media Content
USTA

Andrew Robinson
Manager, Social Media Content
USTA

Brendan Gillen
CD/Writer
Boomshot Productions

Galen Bernard
CCO/Art Director
Boomshot Productions

Krysia Johnstone
Head of Production
Boomshot Productions

Kim Daniels
Executive Producer
Boomshot Productions

Cameron Busby
Director
Boomshot Productions

Tommy Button
Editor
Boomshot Productions

Joe O'Connell
Record/Mix
Boomshot Productions

Kecia Lewis
Voiceover
Boomshot Productions

Josh Bohoskey
Color
Boomshot Productions

Alicia Keys
AK Worldwide, Producer, Music & Lyrics, Arrangements, Hell’s Kitchen
AK Worldwide, Inc.

Adam Blackstone
Orchestrations, Arrangements, and Musical Supervisor, Hell’s Kitchen
Hell's Kitchen

Aaron Lustbader
Executive Producer, Hell's Kitchen; Partner/General Manager, Foresight Theatrical
Hell's Kitchen

Jana Fleishman
EVP Strategic Marketing & Business Development / Head of Communications, Roc Nation
Roc Nation

Ana Lara
Associate Producer, Hell’s Kitchen; Chief of Staff, AK Worldwide, Inc.
AK Worldwide, Inc.

Aaliytha Stevens
Marketing Director, Hell's Kitchen
Ashé Collective