We Will Rock You

What We Will Rock You does

We Will Rock You is a theatrical production company operating the Queen jukebox musical of the same name, co-created by Queen members Brian May and Roger Taylor with writer and director Ben Elton. The company's sole product is a West End musical featuring 24 of Queen's best-known hits performed in a satirical dystopian narrative, staged in a limited-run format. The 2023 London season runs for 12 weeks at the London Coliseum, a Grade II listed venue on St Martin's Lane, with a cast anchored by Brenda Edwards as Killer Queen, Lee Mead as Khashoggi, and Ben Elton as the Rebel Leader. The show premiered in 2002 and claims a cumulative audience of 20 million across 28 countries over 21 years.

The business generates revenue almost exclusively through ticket sales distributed via three channels: the London Coliseum box office (direct), Ticketmaster (authorized global reseller), and Groupline (exclusive group bookings for parties of 10+ and 15+). Pricing is not publicly disclosed, with rates for group bookings handled by direct inquiry. The website is operated by Situation Marketing, LLC, a New York-based entity that handles digital marketing, including paid campaigns across Google, Facebook, TikTok, and Spotify. The company is privately held with no disclosed funding rounds, institutional investors, or parent company.

Operations are bounded by the limited-run event model: the 2023 season is a 12-week fixed engagement with no announced successor productions. Core dependencies are the Queen's music catalog, the ongoing involvement of Brian May, Roger Taylor, and Ben Elton, and the venue relationship with the London Coliseum. Set design is provided by Stufish Entertainment Architects, who have designed every WWRY production since 2002. The underlying 'technology' is theatrical staging, choreography, musical direction, and live performance rather than software or platforms; no AI, proprietary software, patents, or technology products are part of the offering.

Name

We Will Rock You

Legal name

Situation Marketing, LLC

Website

https://wewillrockyoulondon.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

We Will Rock You operates the Queen jukebox musical co-created by Brian May, Roger Taylor, and Ben Elton, producing a 12-week limited-run season at the London Coliseum featuring 24 Queen hits for West End theatregoers, Queen music fans, and group bookings.

Ownership category

akta.pro rank

Product category

Musical Theatre / Live Performance

NAICS

Musical Groups and Artists (711130), Musical Groups and Artists (71113)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Musical theatre production
• West End musicals
• Live theatrical entertainment
• Queen tribute musical
• Stage performance tickets

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for theatrical performances at the London Coliseum. Tickets sold through official box office and authorized ticket resellers.
2. Group Bookings: Specialized group booking services for parties of 10+ and 15+ with exclusive rates through groupline.com

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

We Will Rock You is a West End musical based on the music of Queen, featuring 24 of Queen's best-loved hits. The show was co-created by Queen members Brian May and Roger Taylor with writer and director Ben Elton, and is staged as a limited-run 12-week season at the London Coliseum. Tickets are sold through the venue's official box office, Ticketmaster, and a dedicated group-booking partner.

Product overview

We Will Rock You is a single West End musical production by Queen and Ben Elton, staged at the London Coliseum. The offering consists of the theatrical production itself (featuring 24 Queen hits performed by a cast including Brenda Edwards as Killer Queen, Lee Mead as Khashoggi, and Ben Elton as Rebel Leader) alongside ticket sales services through the London Coliseum Box Office and Ticketmaster. Group booking services are also offered for parties of 10 or more.

Differentiator

Problem solved

Functional benefit

Products and services

• We Will Rock You (Musical) A West End musical featuring 24 of Queen's best-loved hits (including We Are The Champions, Bohemian Rhapsody, Radio Ga Ga, and Don't Stop Me Now), set in a dystopian story with characters such as Killer Queen, Khashoggi, Galileo Figaro, Scaramouche, and Brit. The 2023 London production stars Brenda Edwards, Lee Mead, and Ben Elton as Rebel Leader. Targeted at West End theatregoers and Queen music fans.
• Ticket Sales and Group Bookings Box-office ticketing and group booking service for We Will Rock You performances, distributed through the London Coliseum official box office, Ticketmaster, and a dedicated group sales partner (groupline.com) for parties of 10+ and 15+. Targeted at individual theatregoers and group organisers.

Quantifiable outcome

• 20 million+ audience members across 28 countries over 21 years

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and major.

• Queen (Brian May & Roger Taylor)coreStrategic or Co-development PartnerBrian May and Roger Taylor of Queen co-created the musical, serving as Music Supervisors alongside their creative involvement as Executive Music Producers. They have supervised all productions globally and continue their association with this 2023 London production.
• Ben EltoncoreStrategic or Co-development PartnerBen Elton is the writer and director of We Will Rock You, having co-created the book and lyrics. For the 2023 London production, he also appears as the Rebel Leader for the first time.
• London ColiseumcoreChannel Partner/ Reseller/ DistributorThe London Coliseum is the prestigious venue hosting the 12-week 2023 season. It is a Grade II listed theatre with historical significance, having hosted Freddie Mercury's 1979 Royal Ballet performance.
• TicketmastermajorChannel Partner/ Reseller/ DistributorAuthorized ticket reseller for We Will Rock You performances, providing online ticket purchasing capabilities for consumers globally.
• GrouplinemajorChannel Partner/ Reseller/ DistributorDesignated group booking partner for We Will Rock You, handling exclusive rates for groups of 10+ and 15+. Contact: [email protected]
• Stufish Entertainment ArchitectscoreTechnology or IntegrationSet and video designers who created the original WWRY design in 2002 and every replica production until 2018. They designed this new 2023 production. Also designed ABBA Arena, The Coronation Concert, and major tours for Adele, Beyoncé, and others.
• Anne Vosser CastingmajorImplementation/ SI/ Consulting PartnerCasting director for the production, with extensive West End casting experience including Bat Out of Hell, Strictly Ballroom, and numerous other West End productions.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jersey Boys: A long-running jukebox musical built around Frankie Valli and the Four Seasons' catalog. Comparable to We Will Rock You as a music-biography theatrical format that tours internationally and competes for the same rock-music-loving West End audience.
• Bat Out of Hell - The Musical: A rock-themed jukebox musical based on Meat Loaf's catalog, which ran in the West End and on tour. Directly comparable to We Will Rock You in genre, target audience, and casting-director pedigree (Anne Vosser cast both).
• & Juliet: A contemporary pop musical featuring Max Martin's hit songs, currently running in the West End. Comparable to We Will Rock You in targeting younger audiences and group bookings, and as a modern pop/rock music-driven production.
• School of Rock - The Musical: An Andrew Lloyd Webber-produced musical built around classic rock music. Directly comparable to We Will Rock You in theme (rock music celebration), West End presence, and targeting rock-music enthusiast audiences.
• Thriller Live: A long-running West End musical celebrating Michael Jackson's catalog. Same jukebox format as We Will Rock You and a direct competitor for the same rock/pop tourist and group-booking audience at the West End.
• Mamma Mia! (West End Production): A long-running West End jukebox musical built around ABBA's catalog — the most direct comparable format to We Will Rock You, with the same music-driven narrative and global touring franchise structure.
• Beautiful: The Carole King Musical: A jukebox musical dramatizing a legendary singer-songwriter's catalog, which has toured internationally including UK productions. Same format archetype as We Will Rock You and explicitly referenced in the subject company's own team experience.
• TINA - The Tina Turner Musical: A jukebox musical based on a legendary rock artist's catalog (Tina Turner) currently running in the West End. Highly comparable to We Will Rock You in format — built around iconic rock music, similar runtime structure, and overlapping tourist and group-booking customer base.

Broad incumbents

• Really Useful Group (Andrew Lloyd Webber): A major West End/Broadway theatrical production company with a portfolio of long-running musicals (Phantom, Cats, School of Rock). A broad incumbent that competes for West End venue slots, casting talent, and group-booking channels.
• LW Theatres (Andrew Lloyd Webber's West End venue operator): A major West End venue owner/operator controlling several flagship theatres. Comparable to We Will Rock You as a competitor for West End venue slots, peak-season tourist traffic, and premium ticket yields.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wwrymusical

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Will Rock You