Broadway Baby will now prioritise Bluesky for its latest news and reviews. The platform’s new handle is @broadway-baby.bsky.social. While some content will continue to appear on Twitter (X) only new reviews will be posted there and eventually turned off once users have had a chance to make the switch. Broader coverage, including updates and wider editorial material, will be concentrated on Bluesky.
Publisher, Pete Shaw, stated “The decision reflects a growing migration among media organisations and cultural platforms in response to Twitter’s diminishing stability and reach.” He went on to say “The move aligns with a wider trend of arts and media institutions diversifying their social media output in light of ongoing concerns around platform management and engagement.”
Bluesky, originally developed under the guidance of Twitter co-founder and former CEO Jack Dorsey, has gained traction since its public release. The platform’s structure as a decentralised social network appeals to users looking for alternatives to corporate-run platforms. Although Dorsey exited the company in 2024, Bluesky now operates as a public benefit corporation, a status that suggests a long-term commitment to open access.
While Bluesky has yet to match the user scale of X or Instagram, it is carving out a niche that may suit theatre fans tired of algorithmic noise. For now, Broadway Baby’s readers can expect coverage to land in a new feed – one that may prove better tuned to the rhythms of the theatre world than the shouty timelines of old.
