Bringing Poe to Life: How CyBIZ Lab Contributed to Todd Ortberg’s Rock Musical Debut
Todd Ortberg, a seasoned Minneapolis musician, entrepreneur, and Iowa State University professor teaching new venture financing, embarked on a bold new venture: seamlessly weaving together two of his greatest, and seemingly disconnected passions, the haunting world of Edgar Allan Poe and rock music. This ambitious project titled Poe: A Rock Musical, a passion five years in the making, not only captivated audiences but also created an opportunity for collaboration with CyBIZ Lab—a partnership that brought Ortberg new perspective into the world of theater.
The Vision Behind the Musical
Ortberg’s fascination with Edgar Allan Poe began in his teenage years, sparked by Tales of Mystery and Imagination, an album by The Alan Parsons Project inspired by Poe’s works. Decades later, he channeled that inspiration into a musical that imagines a pivotal, fictionalized weekend in Poe’s life. The story follows a young Poe—an expelled college student turned struggling writer—immersed in the dark carnival setting of The Cask of Amontillado.
Set to 37 original songs, Poe: A Rock Musical debuted in October 2024 at the Ames Center in Burnsville, Minnesota. Over five performances, including a performance on Halloween night, more than 2,200 attendees immersed themselves in Ortberg’s vivid vision, complete with an interactive art gallery walkthrough created by Connie Ortberg to look like Poe’s room. At the end of the walkthrough stood the merch table, and themed cocktails could be found at the bar. No detail was overlooked. The show’s success earned a 4.2-star rating and an invitation to return for future performances—a success on all fronts.
The CyBIZ Lab Connection
While Ortberg’s focus began with a love of music and storytelling, he saw the potential for the show as a broader business opportunity. Enter CyBIZ Lab, which Ortberg approached for assistance in marketing, licensing, and an analysis of production options for the soundtrack album and libretto (the document that details the story, dialogue, and lyrics of the show).
The CyBIZ Lab team required a unique set of students, including theater student Stephanie McClelland, to bring industry expertise to the project. Together, they tackled a multifaceted agenda:
Ortberg praised the team’s work as “incredibly cost-effective and high quality,” noting their ability to navigate an industry that no other CyBIZ Lab team has traversed. “They helped me understand the ins and outs of theater production and even advised me to hire a stage manager, which was incredibly helpful,” he shared.
For Ortberg, the collaboration with CyBIZ Lab was invaluable. Their research helped him navigate several of the daunting tasks on his long list of to-dos, leaving him time to work on writing and perfecting the show’s music, creating the set from scratch and leading rehearsals, among other things. The next steps for Ortberg and his musical: recording a professional soundtrack, creating a showreel to pitch the musical to new venues, and pursuing licensing agreements that could allow other productions, and even high schools, to stage Poe: A Rock Musical.
“This is where it becomes a business model,” Ortberg explained. “I can have others replicate the show without being the producer myself.”
“Creating and then producing all aspects of this show was the hardest thing I’ve ever done,” Ortberg admitted, recounting the hundreds of musical parts he composed, grueling rehearsal schedules, and the monumental task of coordinating sets, costumes, and more.
A Model for Collaboration
CyBIZ Lab’s success in supporting Ortberg proved that the programs student teams are capable of providing high quality market research and consulting projects for any industry, and with any focus. For students like Stephanie and her CyBIZ Lab team members, the project offered a real-world opportunity to apply their expertise. For Ortberg, it demonstrated the power of collaboration in turning a creative dream into a reality.
As he looks ahead to the future, Ortberg remains an enthusiastic advocate for CyBIZ Lab. “I’d be happy to convince anyone to work with these teams of students. Even if the project is abstract or covers a highly specific subject matter, they will be able to form a team of unique students with expertise in the subject area, and I’m confident they’ll produce great results.”