At Blue Key Digital Marketing, we help creative leaders in live entertainment and the performing arts grow sustainable audiences, deepen cultural impact, and future-proof their work — with strategic clarity, creative intelligence, and deep industry insight.
The Spotlight Has Shifted
Live entertainment is evolving — fast.
There’s more noise, more competition, and more pressure than ever before.
Audiences are distracted. Budgets are tight. Expectations keep rising.
And for producers and cultural entrepreneurs, building sustainable audience relationships feels tougher — and more important — than ever.
Old Formulas Don’t Work
DIY social media bursts. Generic digital campaigns. One-size-fits-all agencies. They may have worked once — but they don’t shift audiences anymore.
The tension is real:
“How do we stay relevant, grow stronger, and future-proof our work — without selling out our creative vision?”
This Is Where Blue Key Comes In
Born from decades of leadership inside the entertainment industry, Blue Key understands how live performance breathes, sells, and sustains.
We fuse strategic intelligence with creative storytelling to grow your audience smarter, build your enterprise stronger, and shape a future where live performance thrives.
We’re not just another digital agency.
We’re your partner in relevance, resilience, and results.
From Reach to Resonance
Real Results. Lasting Value.
We don’t just chase clicks. We build real engagement, lasting loyalty, and measurable, sustainable growth.
At Blue Key, every campaign is designed to drive results that matter — whether that’s stronger attendance, deeper audience relationships, or greater long-term visibility.
It’s not about hype. It’s about impact.
For us, marketing isn’t just creative — it’s strategic, insight-driven, and aligned with your real-world goals.
For the Creators Who Lead
Blue Key partners with ambitious producers, visionary entrepreneurs, and cultural leaders who are ready to move forward — not just survive another season, but lead a future where live performance thrives.
We understand the stakes, we share your passion, and we’re here to help you grow smarter, build stronger, and shape what comes next.
Your audience is waiting.
Your legacy is within reach.
Let’s shape tomorrow’s stages, today.
The Experience Behind Blue Key
Inside the Industry, Outside the Box
Founder of Blue Key Digital Marketing, Calum Stevenson brings over three decades of experience at the intersection of arts, strategy, and audience growth. He has led theatres, productions, and creative companies from the inside — giving him unmatched insight into how live performance connects, converts, and sustains.
Foundations in Arts Leadership
Calum’s journey began in the heart of South Africa’s independent performance scene — leading the award-winning First Physical Theatre Company as Managing Director. There, he oversaw everything from strategic planning and fundraising to national touring, arts education, and audience development.
He has worked extensively with cultural NGOs, creative entrepreneurs, and institutions — often bridging the gap between artistic innovation and business viability. His early career saw him deeply embedded in the nonprofit space, with roles in arts education, cultural policy, and international partnerships, giving him a rare grassroots-to-boardroom perspective.
He served as a national and regional committee member of PANSA (Performing Arts Network of South Africa) and TMSA (Theatre Managements of South Africa), and was a delegate to several national and international arts marketing and development forums.
Commercial & Venue Strategy
Calum spent nearly a decade as Theatre Manager of The Lyric Theatre at Gold Reef City, one of Johannesburg’s premier commercial performance venues. There, he led venue operations, programming, and marketing strategy — partnering with producers, promoters, and artists across the spectrum of live entertainment.
From financial forecasting and front-of-house to production logistics and audience engagement, Calum ran theatre operations at a high-performance level — ensuring seamless experiences for both audiences and clients.
Prior to this, he served as Theatre Administrator at Gold Reef City, managing multi-venue operations and taking on increasing responsibility for team management, contracts, and strategic planning within one of Gauteng’s busiest entertainment hubs.
Marketing, Growth & Digital Shift
In 2019, Calum founded Blue Key Digital Marketing to meet the strategic needs of producers, presenters, and creatives in the arts. Originally focused on live entertainment, Blue Key expanded during COVID to support a wider range of creative entrepreneurs and purpose-led brands — before refocusing again on its core: the performing arts.
He holds certifications in Digital Marketing (Red & Yellow Creative School of Business), AI for Copywriting, and Brain-Based Coaching (NeuroLeadership Institute), and is a graduate of Rhodes University and the GIBS & UP Executive Leadership Programme.
Calum brings sharp strategic thinking and creative fluency to every campaign — from audience acquisition and engagement to brand positioning and long-term retention.
A Cross-Sector Perspective
Alongside his arts leadership, Calum has worked in hospitality, education, and e-commerce, giving him a uniquely cross-sector view of audience psychology, customer journeys, and digital transformation.
He has collaborated with high-level clients and grassroots creatives alike, always focused on long-term impact over short-term noise. His campaigns are known for being detailed, data-aware, and creatively sharp — whether supporting theatre companies, festivals, independent artists, or national brands.
Across more than three decades, Calum has earned a reputation as a resourceful, trusted, and solutions-oriented leader — with deep roots in the cultural sector and a clear vision for its future.
Calum’s vast experience in both theatre and marketing have equipped him to deliver creative, considered and highly effective digital marketing campaigns for our brand. He’s also a really nice guy!
Stress-free, professional and customised service.
We have worked with Blue Key for many years. Their dedication, expertise and professionalism is well above par. I wouldn’t hesitate to recommend them.
Blue Key safeguards the NSA brand with consistency, care, and heightened creativity — always exceeding expectations.
Without a doubt the best digital marketing we’ve used in the entertainment industry. Calum has a creative, scientific and curious approach to digital marketing. Could not recommend Blue Key more.
Let’s Grow Your Audience — and Your Impact
Whether you're producing theatre, building a festival, or driving a cultural movement, we’re here to help you connect meaningfully and market smartly.