January 28, 2009
Apollo Theatre Celebrates 75 Years
By: Dontré L. Conerly
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Kicking off its new season and celebrating its 75th birthday, the iconic Apollo Theatre—“where legends are made, stars are born”—unveiled its anniversary programming, designed to illuminate the influence the theatre has had on Black culture and entertainment since it opened its doors to African Americans. Now recognized as a global landmark, instrumental in showcasing the talents of legendary Black stars, it’s hard to believe that the famous theatre was first conceived as a burlesque theatre, in 1914, which did not allow African-Americans in the audience.
Much has changed over the years, and Janelle Procope, president of the Apollo Theatre Foundation, thinks that Apollo’s anniversary is the perfect time to note the progress, with its lineup. “Falling just one week after a historic inauguration and one month before Black History month, and as the country is preparing to beak down barriers, there’s no place more appropriate than the Apollo, which has broken down barriers since it first opened its doors in 1934.” Procope refers to the re-opening of the theatre as the 125th Street Apollo Theatre that welcomed African Americans patrons. That same year, the theatre debuted the talents of two relative unknowns, 17-year old Ella Fitzgerald and 19-year old Billie Holiday, in its Amateur Night program. Amateur Night and the Apollo Theatre have both become legendary and mark their 75 years with an extensive anniversary season lineup.
To kick off its 75th anniversary season, the Apollo Theatre is offering specially priced tickets to its inaugural Amateur Night program on January 28: the first 750 tickets will be available at $7.50. The night’s program will also feature surprise visits from Apollo alumni and a big birthday cake. For subsequent Amateur Night dates, the first 75 tickets will sell for $7.50 for the remainder of the season.
In honor of Black History Month, Apollo will host an Open House Series, where it will open host panel discussions and live performances with emerging artists; release vintage photos and rare film footage from its archives; and open its doors for free backstage tours for four weekends in February. The New Legend Series will continue Apollo’s commitment to showcasing new talent, where some of the biggest rising stars will perform to standing-room crowds. John Legend will headline the series on February 9, 2009. Legend was the first artist to appear on the series in 2005. The anniversary season will culminate in 2010 with Inspired!, where Apollo legends, rising stars, and up-and-coming talent will share the stage in homage to the people who inspire them and who helped build their careers.
On hand in Tuesday’s celebratory kick-off were a couple of Apollo’s resident performers, such as tap dance sensation, Savion Glover, and vocalist Chuck Jackson; both of whom consider the theatre “home.” Jackson, like so many before him, actually got his start at the Apollo when he opened for soul legend, Jackie Wilson; a gig that got him his first recording contract, with Scepter Records. In attendance was one of Jackson’s former backup singers, an Apollo legend in her own right: Dionne Warwick.
While most performers to the Apollo stage are fearful of Amateur Night audience, which is known for showing its discontent by boo-ing performers off the stage, Warwick told of the fear she and other performers had of Frank “Pop” Schiffman, the owner of the Apollo Theatre who kept notes of each performer who graced the stage.
Schiffman’s note cards will be included in an exhibit of the Apollo Theatre at the Smithsonian’s Museum of American History in 2010. Of Warwick Schiffman first wrote, “inclined to talk too much” and “pretty good,” but as her career and talent blossomed, he came to the conclusion that she was “poised” and “great,” and “every song is a vocal treat.” Warwick relishes the constructive criticism and said that it was monumental in helping to establish her presentation. “Without the Apollo, Dionne Warwick would not be,” she says. “This is my home. This is my beginning.”
Musical artist, “Change”, is the latest up-and-coming performer to get his beginning at the Apollo theatre. Having won over the Amateur Night audiences many times, he belted a rendition of “Change Gonna Come” that brought Warwick to her feet with applause and an outburst of “sang, baby!” While she may not have written it on a note card, it’s safe to that “Change” hit just the right note to join the ranks of Apollo’s stars.
For more information on ticket sales and tour information, visit the Apollo Theatre’s website at www.apollotheatre.org
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