Theatrical press agents Heath Schwartz and Michelle Farabaugh have acquired principal ownership of the publicity firm Boneau/Bryan-Brown, Inc. (BBB). Schwartz and Farabaugh, who have worked for the company since 2004 and 2012, respectively, have acquired a significant portion of equity in the company, and will lead it as partners and co-presidents.
In addition, Schwartz and Farabaugh have announced the rebranding of BBB as Aperture Public Relations, which will take effect on June 1. “We named our company Aperture not because of Harry Styles (thank you very much), but because we’ve long believed the metaphor of a camera’s aperture reflects the work we do in public relations,” Schwartz told Broadway News. “In a media landscape defined by rapid news cycles and shrinking attention spans, it’s vital that we fire on all cylinders to land a story with clarity, focus and absolute intention, whether it be an established hit or a show that’s new to the market.”
“The biggest challenge is continuing to attract new audiences to the theater through the stories we tell about our productions,” added Farabaugh. “That’s always been my favorite part of this job — uncovering unique stories and elements of a production that the public would never know about without us. We want to tell stories that resonate beyond the theater — stories that grab people, pull them in and ultimately convince them to buy a ticket.”
Founders Chris Boneau and Adrian Bryan-Brown, the press agents who formed the company in 1991, will remain with Aperture: Bryan-Brown will continue to provide client services, while Boneau will serve as an independent consultant. In the company’s 35-year history, the firm has represented over 400 theatrical productions, including on Broadway, Off-Broadway, national tours and international shows. Productions represented by BBB have won a collective 254 Tony Awards, 12 Pulitzer Prizes, 244 Drama Desk Awards and 178 Outer Critics Circle Awards. BBB’s current clients include the Broadway productions of “Chicago,” “Harry Potter and the Cursed Child,” “Moulin Rouge!,” “The Outsiders” and “SIX.”
According to Schwartz, “The first thing we stressed to clients when sharing this news was the importance of continuity. Our amazing staff will continue providing the same phenomenal, hands-on support they always have. They work tirelessly year-round to keep campaigns fresh, ensure no opportunity goes unexplored and guide artists through the process of intentional publicity that makes a difference.” Farabaugh added, “We’ll be joining and overseeing some of the accounts we hadn’t previously worked on, so the most immediate change will be longtime clients being introduced to Heath and me as we join the team and help guide them through this new chapter.”
Schwartz joined BBB as a press agent in 2004; during his tenure with the firm, he has led the press campaigns for current shows “Chicago,” “Cursed Child,” “Moulin Rouge!” and “The Outsiders.” Beginning as a press associate, he remained with “Jersey Boys” from its 2005 opening throughout its entire run, and has also served as a representative for Manhattan Theatre Club and Signature Theatre.
Schwartz called his new position “an immense source of pride and responsibility.” He continued, “Growing up in East Texas, I knew about Boneau/Bryan-Brown and its reputation long before moving to New York. From joining the company fresh out of college to becoming an established press agent today, it’s been an honor to be part of an institution woven into the fabric of this industry. In this new role, my path will of course be shaped by what I learned from Chris and Adrian as leaders, while continuing to respond to the evolving needs of our clients and employees in a changing media landscape.”
Farabaugh joined BBB in 2012 as an intern, and has since represented more than 160 shows on and Off-Broadway. These include the 2025 return engagement of “Mamma Mia!,” “Leopoldstadt,” “The Ferryman,” “American Utopia,” “Mean Girls,” “The Notebook,” “Groundhog Day,” Deaf West’s “Spring Awakening,” “Here Lies Love” and “The Hills of California.” Farabaugh also serves as a representative for Paper Mill Playhouse and Audible Theater, and previously spent 10 seasons with Manhattan Theatre Club.
“I didn’t start out as a theater kid, but I have always loved storytelling,” says Farabaugh. “The day I discovered this profession as a Pittsburgh CLO intern was the day I knew it was what I wanted to pursue. Taking ownership of the agency where I’ve worked my entire career is an amazing responsibility. It’s always struck me that press agents are the only people working on a show with reason to interact with everyone — from producers and advertising agencies, to actors, stage managers and composers. I hope to lead Aperture by fostering meaningful connections between the incredibly talented people who make up our industry and the amazing journalists who care deeply about their work.”
In a joint statement sent to the wider media, Schwartz and Farabaugh noted that BBB has been “an incubator for some of the most accomplished press agents working today,” a legacy they intend to continue. In the statement they added: “We are deeply grateful to Chris and Adrian for their years of mentorship and for the trust they’ve placed in us to carry this legacy forward.”
“We know Heath and Michelle are going to lead a new era in communications marketing for theater — in New York, nationwide and globally,” Boneau and Bryan-Brown said in their own joint statement. “With their extensive industry knowledge, experience and expertise, not only will they continue to offer timely unparalleled direction and support to the industry, but they will also drive innovation and redefine how theater is promoted. We are so excited for the launch of Aperture.”
