Improv Everywhere's latest surprise musical addresses digital distraction.

When people stop going to musicals, the musicals must come to them. This trend has been riding high since the early days of flash mobs. Leading the charge is prank collective Improv Everywhere, and their latest spontaneous musical “Gotta Share.” which addresses people’s hyper-connectivity, which oftentimes conflict with direct, physical communal experiences. Two important variables to sustain are surprise (the audience must be unsuspecting) and the documentation (to convey the energy and thrill, but also enable the action to go viral).

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