Crains New York - April 1, 2013 - (Page 25)

INSIDE HELLUVA TOWN Source Lunch Ashley Fina grows the family business PAGE 26 Out and About Comic Art Festival Myspace gets content chief Myspace, one of the first social networks, is relaunching as primarily a music and video site— with a new original-content division headed up by former Vice Media Senior Producer Joseph Patel (below). But don’t expect to see Vice-style productions, like Dennis Rodman’s controversial visit to North Korea, which Vice recently taped for HBO. “We have to develop our own voice,” said Mr. Patel, who is building a production unit inside the Manhattan offices of Specific Media. The online-ad firm bought Myspace from News Corp. in 2011 for the fire-sale price of $35 million. Mr. Patel is planning to cover “music, music culture and different creative endeavors through the lens of music”—producing everything from interviews to live performances to minidocumentaries. So-called branded content—videos paid for by and potentially featuring advertisers— will also be important: “My goal is to have brands fund content we would do anyway,” he said. The new Myspace is enjoying a lengthy test run in an “open beta” phase. There is no official launch date, a spokesman said. —matthew flamm PAGE 27 TRIPLE PLAY: Arielle Tepper Madover will soon have three major productions on the Great White Way at the same time. Designer class Guests at Publicolor’s upcoming benefit will get design lessons from the likes of fashion icons Michael Kors and Nicole Miller. The organization helps publicschool kids upgrade their institutions using vibrant paints they select, sometimes with the help of big-name designers. Recently, Massimo Vignelli, who designed the 1972 New York subway map, chose the palette for the Bronx Design & Construction Academy. The exercises make hallways and cafeterias pop, and give students a sense of ownership. Publicolor also provides tutoring and college-prep programs for about 270. The organization is hoping to expand to meet growing demand, said founder Ruth Lande Shuman. “We’re turning away too many kids,” Ms. Shuman said. Guests at the April 2 benefit will receive white painting jumpsuits upon arriving at Martin Luther King High School. Then artists, architects and designers will lead painting workshops where guests will decorate pillow covers. They will also be able to bid on covers designed by big names including Oscar de la Renta and Elie Tahari. Ms. Shuman said she hopes to raise $1 million. The group’s 2013 budget is $3.4 million. —ali elkin Bright light on Broadway Producer Arielle Tepper Madover’s knack for spotting a hit— and marketing it—make her a powerhouse A CENTER STAGE BY THERESA AGOVINO rielle Tepper Madover’s current Broadway season could be a script for a show about the rewards of holding onto a childhood dream. ¶ Act 1: Eight-yearold sees Annie and vows to have a theater career. ¶ Act 2: Syracuse University graduate begins producing. First show is a sensation. She struggles with some less successful productions, but she perseveres to win two Tony Awards. ¶ Act 3: Manhattan native fulfills her aspiration of reviving the musical that sparked her passion, and it becomes a big hit. ¶ “There are moments when the work can be overwhelming, but then I remember how fabulous it is,” said Ms. Madover, who is married with two children and a stepdaughter. “I walk around Broadway and I see the plays on the [marquees], and I’m just amazed.” ¶ Ms. Madover, 40, has come a long way since she was a student in London and unsuccessfully begged legendary producer Cameron Mackintosh’s company for an internship after seeing Les Misérables. Over the years, she has developed savvy marketing skills and an ability to pick commercially viable projects. ¶ She will soon have three high-profile productions on the Great White See BRIGHT on Page 26 11 2 NUMBER OF BROADWAY PLAYS for which Ms. Madover has been lead producer NUMBER of her Tony wins April 1, 2013 | Crain’s New York Business | 25

Table of Contents for the Digital Edition of Crains New York - April 1, 2013

IN THE BOROUGHS
IN THE MARKETS
THE INSIDER
BUSINESS PEOPLE
OPINION
BOB PREVIDI
GREG DAVID
REAL ESTATE DEALS
HEALTH CARE REPORT
CLASSIFIEDS
SMALL BUSINESS
NEW YORK, NEW YORK
SOURCE LUNCH
OUT AND ABOUT
SNAPS

Crains New York - April 1, 2013