SIX The Musical
SIX The Musical is a London-based live theatrical production company operating Tony Award-winning productions about Henry VIII's six wives across West End, Broadway, and global touring markets, serving general theatre audiences, families, and school groups with ticketed live performances, a platinum-certified cast recording, merchandise, and cinema screenings.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What SIX The Musical does
SIX The Musical is a live theatrical production company operated by Ex-Wives Ltd., a UK private limited company headquartered in London's West End theatre district. The company's core product is an 80-minute, intermission-free musical that reimagines the six wives of Henry VIII as contemporary pop princesses, with an original score by writers Toby Marlow and Lucy Moss. Productions run simultaneously in London (Vaudeville Theatre via Nimax Theatres), Broadway, a North America Tour, a UK Tour, and in Australia, Germany, Madrid, and Luxembourg, making it a globally distributed live entertainment property.
The company's revenue model spans four streams: primary ticket sales across all productions (West End tickets start from £34.50, with group and family pricing tiers), sales of the Studio Cast Recording — which has accumulated over 5 billion streams and achieved platinum certification — across streaming platforms and physical formats (CD, vinyl), official merchandise distributed through Playbill Store and at venues, and live cinema event screenings distributed through Focus Features in North American cinemas. Distribution combines a direct ticketing platform (SIX Tickets), venue box offices, third-party ticketing agents (ATG Tickets), and cinema partners. Marketing relies on organic social media presence across major platforms, email newsletters, and targeted digital advertising.
SIX's competitive position is anchored by 23 major industry awards, including two 2022 Tony Awards (Best Original Score and Best Costume Design), an Outer Critics Circle Award for Best Musical, a Grammy Award nomination, and registered trademarks on the SIX® and SIX THE MUSICAL® brands. The company operates privately with no disclosed funding rounds, parent company, or institutional investment, and employs 59 people at the corporate level (cast and crew on individual productions are engaged per production). The Studio Cast Recording debuted at #1 on the Billboard Cast Album Chart, providing a non-ticketing revenue stream that scales independently of live performance schedules.
SIX The Musical firmographics
Firmographics- Name
- SIX The Musical
- Legal name
- Ex-Wives Ltd.
- Website
- https://sixthemusical.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SIX The Musical is a London-based live theatrical production company operating Tony Award-winning productions about Henry VIII's six wives across West End, Broadway, and global touring markets, serving general theatre audiences, families, and school groups with ticketed live performances, a platinum-certified cast recording, merchandise, and cinema screenings.
- Ownership category
- akta.pro rank
SIX The Musical industry classification
Industry- Product category
- Live Musical Theatre
- NAICS
- Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Other Performing Arts Companies (71119)
- akta.pro primary industry
- Broadway & Commercial Theatre Productions (MPAGABAA)
- akta.pro secondary industries
- Touring Theatre Productions (MPAGABAC), Theater, Musicals & Performing Arts (THAJAFAB)
Keywords
Where SIX The Musical is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SIX The Musical business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales: Primary revenue from live theatre performances across multiple productions (London West End, UK Tour, Broadway, International tours). Tickets sold through Nimax Theatres, SIX Tickets, and venue box offices.
- Album/Recording Sales: Studio Cast Recording album sales across streaming platforms (Spotify, Apple Music, Amazon, YouTube), CD, and vinyl. Album has achieved platinum certification and over 5 billion streams.
- Merchandise: Official merchandise including programs, apparel, and memorabilia sold at theatre venues and online via Playbill store.
- Cinema/Event Screenings: Live screening events in North American cinemas via Focus Features partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard West End tickets |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
SIX The Musical product offering
Product offeringCore offering
SIX The Musical is a live theatrical production that reimagines the six wives of Henry VIII as pop-concert performers, staged at the Vaudeville Theatre in London and via touring casts across the UK, Broadway, North America, Australia, Germany, Madrid, and Luxembourg. The 80-minute, interval-free show is built on an original Tony Award-winning score by Toby Marlow and Lucy Moss and is extended to consumers through a platinum-certified Studio Cast Recording, official merchandise, and live cinema screenings distributed by Focus Features.
Product overview
SIX The Musical is a live theatrical production company offering the Tony Award-winning musical as a live stage show across multiple global productions (London West End, UK Tour, Broadway, North America Tour, Australia, Germany, Madrid, Luxembourg), complemented by its Grammy Award-nominated studio cast recording available on all major streaming platforms and physical formats (CD, vinyl), official merchandise through the online store, and live cinema screenings. The core product is the live performance itself—an 80-minute musical where the six wives of Henry VIII are reimagined as pop princesses—with supporting digital and physical products extending the brand.
Differentiator
Problem solved
Functional benefit
Products and services
- SIX The Musical (Live Production)
Quantifiable outcome
- Over 5 billion streams of the Studio Cast Recording album
- +2 more outcomes
Companies that use SIX The Musical
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles3 records
SIX The Musical technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SIX The Musical partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, major and minor.
- Nimax TheatrescorePrimary ticketing partner for London West End productions at the Vaudeville Theatre. Manages box office operations, group bookings, and accessibility services.
- SIX TicketscoreOfficial dedicated ticketing platform for SIX productions, handling ticket sales and booking management.
- Focus FeaturescoreDistribution partner for SIX live cinema screenings in North American cinemas, bringing live performance screenings to broader audiences.
- ATG TicketsmajorThird-party ticketing partner for multiple UK Tour venue productions including Theatre Royal Glasgow, Milton Keynes Theatre, and others.
- Playbill StoreminorOfficial merchandise partner for SIX branded products including programs and apparel available at theatre venues and online.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
SIX The Musical competitors and assessment
Company assessmentDirect peers
- Hamilton: Tony Award-winning commercial musical that has expanded into Broadway, West End, and multiple international touring productions plus a filmed streaming release; directly comparable to SIX in global touring scale, content monetization, and franchise strategy.
- Moulin Rouge! The Musical: Tony Award-winning contemporary pop-music-driven commercial musical with Broadway, West End, and US Tour productions; comparable to SIX as a recent Broadway/West End-converting musical monetizing a pop catalogue and touring globally.
- Dear Evan Hansen: Tony Award-winning commercial musical with Broadway, West End, and North American touring productions plus a Grammy-nominated cast recording; comparable to SIX in contemporary musical positioning, multi-territory touring, and recording success.
- Wicked: Long-running commercial musical with concurrent Broadway, West End, and multiple international touring productions; comparable as a globally touring, Tony-winning commercial musical with diversified revenue across tickets, merchandise, and recordings.
- Jersey Boys: Pop music-driven jukebox musical with Broadway, West End, and extensive touring productions; comparable to SIX in its pop-catalog-derived score, global touring presence, and award-winning commercial track record.
- The Book of Mormon: Tony Award-winning contemporary commercial musical with Broadway, West End, and North American touring productions; comparable to SIX as a similarly sized, multi-territory commercial musical targeting younger audiences.
- Tina: The Tina Turner Musical: Pop-biopic commercial musical with Broadway, West End, and touring productions; comparable to SIX in its pop-music-centric storytelling, female-lead cast, and Tony-recognised global touring footprint.
- Phantom of the Opera: Iconic commercial musical that ran on Broadway and West End for decades with extensive international touring; comparable to SIX as a globally franchised, long-running commercial musical with cast recording and merchandise revenue.
- Mamma Mia!: Pop-music-driven commercial musical with decades of global touring, Broadway, West End, and a feature film franchise; comparable to SIX for its pop-concert staging format, cast recording success, and international touring economics.
Broad incumbents
- Cameron Mackintosh Ltd: Major theatrical producing company with a catalogue of globally touring musicals (Les Misérables, Miss Saigon, Hamilton in the UK); relevant as a broader incumbent in the same commercial musical production space with similar revenue and tour models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
SIX The Musical social profiles
Digital presenceSIX The Musical compliance and trust
Trust signalCompliance1 record
SIX The Musical financial estimates
Financial estimateRevenue estimate
Valuation estimate
SIX The Musical leadership team
Management profileNumber of profiles
Profiles2 records
SIX The Musical funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SIX The Musical M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SIX The Musical
What does SIX The Musical do?
SIX The Musical is a live theatrical production that reimagines the six wives of Henry VIII as pop-concert performers, staged at the Vaudeville Theatre in London and via touring casts across the UK, Broadway, North America, Australia, Germany, Madrid, and Luxembourg. The 80-minute, interval-free show is built on an original Tony Award-winning score by Toby Marlow and Lucy Moss and is extended to consumers through a platinum-certified Studio Cast Recording, official merchandise, and live cinema screenings distributed by Focus Features.
Is SIX The Musical a public or private company?
SIX The Musical is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SIX The Musical founded?
SIX The Musical was founded in -1. It employs 51 to 100 people.
Where is SIX The Musical based?
SIX The Musical is headquartered in London, United Kingdom, in the Europe region.
How does SIX The Musical make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are album/Recording Sales, merchandise and cinema/Event Screenings.
Who are SIX The Musical's main competitors?
Direct peers on record are Hamilton, Moulin Rouge! The Musical, Dear Evan Hansen, Wicked, Jersey Boys, The Book of Mormon, Tina: The Tina Turner Musical, Phantom of the Opera and Mamma Mia!. Cameron Mackintosh Ltd is listed as a broad incumbent.
Does SIX The Musical have an API?
No public API is recorded for SIX The Musical.
What industry is SIX The Musical in?
SIX The Musical's product category is Live Musical Theatre. Its primary akta.pro industry code is MPAGABAA, Broadway & Commercial Theatre Productions, with a secondary code of MPAGABAC, Touring Theatre Productions. Its NAICS code is 71111.