Co-founder Shanay Holmes talks upcoming 2025 edition of Musical Con: “The UK is learning how to start investing in the new”

Following the enthusiastic reception of its past editions, the event returns to London for its fourth consecutive year — reuniting artists, fans, and everyone sharing a passion, love, and commitment to the genre. Guillermo Nazara chats with one of its masterminds to learn more about the development process and what’s new in this ever-growing stagy celebration.

How does it feel to bring back Musical Con for its fourth annual edition?

Absolutely incredible. We are committed to this event in such a personal way. It serves the community and brings so much joy to the people who attend — it’s something entirely special, and we are proud that it will be back for a fourth year. 

It’s hard to think that it’s taken so long for an event like this to be held in London. How did you come up with the idea for it?

I was inspired after I took my little brother to a Star Wars convention at the Excel. I saw how confident it made him and how empowered and thought there had to be a place like this for musical theatre fans to be celebrated — somewhere safe to express your passion for theatre without the fear of judgement, and I believe we’ve succeeded in doing that we’ve created a home. 

Why do you think it hadn’t been done before at least, to this scale?

Because you’d have to be crazy to do it! This event takes the whole year to plan. It requires hours and hours of planning, hundreds of artists and exhibitors, and thousands of fans — it really is mission impossible every year. The first time was a tremendous feat, but we did it. You have to believe the impossible is possible. 

There’s no doubt that London, alongside New York, has been the world’s capital of the theatre for a long, long time. However, it seems like our scene is currently buzzing more than ever. Why do you think that’s the case?

I think the UK is learning how to start investing in not just the classics but the new. New plays, new writing, new artists — that’s exciting. We need more of it, but changes are being made anyway, and they are exciting to see. Diversity is the most exciting thing about London, and that should be reflected in the art it produces. 

How do you think the London scene makes a difference from New York’s?

I think London’s theatre is a complete experience. From the moment you step in, the bar, the merchandise store, and the grandeur of the theatres that are hundreds of years old — there’s something epic about London’s theatres. 

What’s new in this latest edition of Musical Con?

I would say it’s the guests, the landscape of the West End has changed so much in 4 years. There have been many new musicals that have opened, and they have created new stars and new fan bases. When we first started, the biggest fan base was SIX and Heathers, which are still super popular, but now we have Starlight and Hadestown.

What challenges have you faced in organising this edition in particular?

Budgets and balancing that. This event costs a huge amount to produce, and prices for everything are only getting higher and higher. As is the cost-of-living crisis, so it is finding the balance in that and trying to keep the event as accessible as possible. I think that’s a huge challenge in general for theatre makers — it’s only getting harder to create but were committed. 

The event does an excellent job at connecting fans with some of the industry’s most reputed artists. However, how does it help showcase new up-and-coming performers and creators?

We’ve been doing it for the past four years — we showcase new writing, new shows, and new artists. We have the Star Of Musical Con competition, which gives young aspiring West End stars the chance to perform on the main stage. It’s very exciting. We’ve had contestants go onto to get agents and perform in the West End after appearing in these contests, and we’re very proud of that. 

Do you have any plans of expanding the concept to any higher levels?

We would love to. The possibilities are endless with an event like this. And we have big dreams. 

Why come to Musical Con?

Come because you’re a fan — simple as that. If you’re not at Musical Con, are you really a fan? It puts us all in contact, and it’s a space for expression and celebration. If you’re a theatre kid, you can’t miss it. You can take a workshop with one of your favourite stars, see a cast reunion of a show you love and miss, buy lots of unique goodies, be inspired at a talk and find your tribe of other likeminded fans, or come in cosplay. It’s the best — and as I said earlier, if you are a fan, you must be there! 

Musical Con will take place at London’s Excel on 18 and 19 Octobers. Tickets are available on the following link.

By Guillermo Nazara