Industrial Musicals: A Lost Chapter in American Theater of Business on Broadway #10

When I first saw the documentary film Bathtubs Over Broadway (yes, you can stream it!), directed by Dava Whisenant, I was struck by how Steve Young managed to uncover and honor a hidden world of artistry—those wild, joyful, industrial musicals that most of us never knew existed. What could have been dismissed as disposable marketing became, through his eyes, a secret art form worth preserving and celebrating.

 

That passion for preservation resonates with me deeply—whether it’s modernism in architecture, rare vinyl albums, or the cultural legacy of people whose work was often overlooked. Hearing Steve speak at Modernism Week 2025 this past February was such a gift. His enthusiasm, kindness, and respect for the artists who created these musicals remind me why it matters to protect stories that might otherwise disappear. Meeting him afterward only reinforced my appreciation for the way he’s given visibility to people whose work once existed in the shadows.

And then there’s the personal connection, my partner, Wade, found this wonderful rabbit hole, stumbling upon the song “He’s a Penney Man,” from an interview with Steve on NPR. A reference to JCPenney’s foray into the industrial musical instantly tied back to my dad, a retired JCPenney store manager with 40 years under his belt. To hear a song that captured the feeling of that time in the 60’s & 70’s, tucked away in an old industrial musical was so cool. Hearing this song and the entire album felt like uncovering a secret thread between generations. Wade and I learned the song and sang it to my Dad for Christmas that year. He loved it. My Dad is in his 80’s and he still calls Mr. Penney…Mr. Penney.

 

How It Started

Steve’s journey began in New York City while working as a comedy writer for David Letterman. Tasked with finding odd records for the show’s “Dave’s Record Collection” segment, he stumbled upon an industrial musical album in a bargain bin. What began as a quirky assignment turned into a lifelong passion—and eventually, the award-winning documentary Bathtubs Over Broadway, which gave a forgotten art form its long-overdue spotlight.

Why These Musicals Existed

In the 1950s–1980s, companies commissioned full-scale Broadway-style productions—complete with original scores, costumes, choreography, and cast albums—as a way to motivate employees, boost morale, and celebrate corporate milestones. These “industrial musicals” were never meant for the public; they were staged at sales conventions or employee gatherings, then tucked away.

Some of the most iconic included:

• General Electric – Go Fly a Kite

• Ford Motor Company – Ford-i-fy Your Future

• JCPenney – The Difference in Pennies Is a Whole Lot More (home of the “He’s a Penney Man” number)

• American Standard – The Bathrooms Are Coming! (yes, with the unforgettable “My Bathroom” ballad)

These weren’t small efforts, big-name Broadway talent signed on. Kander & Ebb, who sharpened their craft on GE’s musical before shaping Broadway with Cabaret and Chicago, are just one example. Chita Rivera, Florence Henderson, Martin Short, Bob Fosse, and countless others lent their talents to what were essentially giant pep rallies for corporate America.

 

Why Theater Matters

Theater, whether on Broadway or in a hotel ballroom for a sales meeting, reminds us of something essential: empathy. When we sit in the same room with others and share a live performance, we see ourselves reflected back. We feel connected, moved, and inspired. These industrial musicals may have been born from commerce, but they still carried that magic, the power to bring people together, in person, to laugh, to sing, and to belong.

Industrial musicals also speak to my analog heart, my love of albums, liner notes, and stories pressed into grooves. These musicals weren’t just corporate fluff, they were a strange and fascinating slice of American cultural history, created by artists who went on to change Broadway itself. And there is nothing like that 60’s sound of trumpets and trills, think of the old Batman TV shows and movies.

Thanks to Steve and Dava, these creators and performers now have the visibility and recognition they deserve. And for me, Bathtubs Over Broadway isn’t just a quirky documentary—it’s a reminder of why we must honor the cultural ephemera that shapes us, even if it was never meant to last. A great article from the New York Times on the subject back from 2014.

From Industrial Musicals to Theatrical Keynotes

Reading about these musicals and seeing their impact on employees at the time, makes me think about how theater can still shape the way we gather today. Those mid-century productions weren’t just marketing fluff; they were immersive, live spectacles that made people feel connected to something bigger than themselves. In many ways, they were the ancestors of our modern-day corporate keynotes. The hot buzz word of today’s events is to make it.. ‘experiential’ which simply means to provide a (real and remarkable) experience.

We’ve all seen the polished presentations, the cinematic videos, the big screens—but what if keynotes leaned further into theatricality? Microsoft employees once experimented with a full musical, Microsoft the Musical, a reminder that even in a tech context, song and story can make messages unforgettable. My theatre degree from UW School of Drama is always squarely clenched in my fist.

As an executive producer, I’ve always believed in this power. In my own keynotes, I riff on Doctor Who or Dune quotes, step into themes, and wear custom light-up costumes created by a designer. I champion “on Wednesdays we wear pink" both to celebrate women along with Breast Cancer Awareness. These motions are not just for show—they are to embody ideas in a way that sticks, the same way an industrial musical once embedded a company’s vision in melody and rhyme. They are to also give a touchstone that you can count on that is potentially repeated like a wonderful holiday tradition year after year. These motions give our audience (our community) permission to be creative as well, maybe go outside their comfort zone, lean into the moment that will be gone after the final session ends. With every event I am involved in I like weaving a message of all are welcome, come as you are and yes, tech can be fun.

Theater is memory. Theater is empathy. And in a world saturated with screens and endless information, bringing more of it into our events may be the way we create connection, resonance, and community. The industrial musicals may be gone, but perhaps their spirit is a blueprint for the future of event production. Loving the arts especially theatre is something to shout from the rooftops. I’m so glad we know about these wonderful moments in time where Corporate America and Broadway shared a stage for a moment, not just by sponsorship but by sharing what it feels like to work for a company like John Deere or Ford.

For me, the future of events is clear: more story, more theater, more light on what was once in the shadows. Just as Steve Young unearthed the hidden artistry of industrial musicals, we as producers and storytellers have the chance to elevate the overlooked, to turn gatherings into shared cultural moments. Theater may have sold soap and steel in the 1960s, but in 2025 and beyond, it just might be the key to making our keynotes—and our communities—truly unforgettable.

Industrial Musicals Discography Highlights

A sampler for the curious, best enjoyed like crate-digging through vinyl bins:

• General Electric – Go Fly a Kite (Kander & Ebb, pre-Cabaret and Chicago)

• Ford Motor Company – Ford-i-fy Your Future

• JCPenney – The Difference in Pennies Is a Whole Lot More (“He’s a Penney Man”)

• American Standard – The Bathrooms Are Coming! (“My Bathroom”)

• Xerox – Let’s Get Xerox Copying

• Caterpillar – Reach Out, Reach Out, Reach Out

• Dr. Pepper – The Most Original Soft Drink Ever

• DuPont – The Wonderful World of Chemistry (1964 World’s Fair tie-in)

• Singer (Sewing Machines) – It’s a Musical World with Singer

• Purina – For the Love of Pets

• Westinghouse – Once Upon a Brand

• John Deere – Plowshares to Profits

• Coca-Cola – It’s the Real Thing on Stage

• Alcoa – Strength in Aluminum

• Bell Telephone – Call Me!

• U.S. Steel – The Future Is Steel

• Mobil Oil – Here Comes Tomorrow

• AT&T – Reach Out and Touch Someone

• Kraft – A Slice of the Good Life

Where to watch and attend

Bathtubs Over Broadway is streaming on Apple TV and other platforms—well worth a watch if you love hidden histories, musical theater, produce events, or the thrill of discovering forgotten gems.

You should bring Steve Young and his wonderful presentation about Industrial Musicals to your next big event.

Modernism Week in Palm Springs happens twice a year, the larger event is in February and the next one is coming up next month in October. I highly recommend checking it out, the team that puts on the event is wonderful and the Palm Springs Art Museum is a gem. The Palm Springs Historical Society has some of the best tour guides in the world. Ask for Vinny, he is the best.

Modernism Week – October 2025, the fall festival celebrating Greater Palm Springs' art, architecture, culture, and all things modernism is coming up October 16-19, 2025. Browse activities for our popular October event and plan your Modernism Week - October today.

“If he gets to the store before the light of dawn and stays till the sun has come around and gone, oh man, he’s a Penney man, in the great tradition, yeah yeah yeah of a Penney Man” with love to my Dad, Stanley Cook, who retired from the Tacoma Mall, JCPenney’s in 2006. And Wade who always finds things out in the world that we both love.

There is nothing in the world like live theater.

 

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Thank you for reading my writing. I hope this may provide some respite and a good recommendation of something to watch when you need a break from the world's noise.