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Powerhouse PR firm launches new multicultural division, taps Stephen Macias to lead

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Stephen Macias (Photo courtesy R&C PMK)

Entertainment PR powerhouse Rogers & Cowan PMK have announced its first major move since their merger just over seven months ago.

According to the Hollywood Reporter, the firm has launched a new multicultural communications division, to be headed by veteran executive Stephen Macias, as a means toward offering its talent and brand clients an expanded outreach to “LGBTQ+ communities, communities of color and female-driven initiatives.”

The new division will create and execute partnerships and programs with multicultural communities, as well as targeting placements in traditional, earned, digital and social media, and coming up with integrated marketing – as well as offering crisis communications, a service that has become increasingly valuable as clients, particularly “legacy brands,” navigate the adjustment to a new, demographically audience.

Macias, who was hired by Roger & Cowan PMK to lead the new practice, was most recently senior vice president, diversity and inclusion practice lead at MWWPR, overseeing a team working with companies like Comcast, FX, Netflix, Amazon Studios, Kellogg’s, and Hilton Worldwide. Before that, he was the founder of Macias Media Group LLP, which became one of the leading “boutique” PR firms focused on LGBTQ+ markets. He has worked as executive vice president and GM for Here Media Inc., and as entertainment media director for GLAAD, as well as for nonprofits like the National Gay and Lesbian Task Force, Outfest, the Los Angeles Gay and Lesbian Film Festival, Equality California, the U.N. and the Global Equality Fund. He serves on the Board of Directors for Equality California.

His role at R&C PMK will be as an Executive Vice President of Entertainment, reporting to both entertainment division chair Alan Nierob and brands president Shirley Hughes.

In a statement, Macias said, “I’m thrilled to join Rogers & Cowan PMK and help grow this next evolution of the agency’s capabilities and expertise. Rogers & Cowan PMK has a strong track record of leading the industry on many levels, in who they represent and how they serve their clients. The industry and our country are changing and wisely becoming more inclusive and strategic in reaching new segments and diverse communities. As such, smart companies are understanding that communicating with all audiences is not just the right thing to do, but the only way to do business.”

The firm’s CEO, Mark Owens, said in a statement, “With the expansion of R&C PMK over the last three years, and our continuing growth into new capabilities, adding Stephen to our already strong management team – and launching a multicultural communications division – is an important next step in our business and who we are as an agency. Stephen has a reputation for designing innovative campaigns and strategies, and with his expertise this new division will help our clients reach important and growing audiences, and transform the next generation of their businesses.”

Rogers & Cowan PMK, among other recent work in the multicultural space, served as agency of record for the LA Pride Festival. They also helping to promote the 2019 Cannes Lions award-winning documentary “5B,” about the nurses and caregivers who opened the first AIDS ward at San Francisco General Hospital, and work with such prominent clients such as Elton John, Michael B. Jordan, Rosalia, J Balvin, Caitlyn Jenner and Eugenio Derbez.

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Theater

José Zayas brings ‘The House of Bernarda Alba’ to GALA Hispanic Theatre

Gay Spanish playwright Federico García Lorca wrote masterpiece before 1936 execution

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Luz Nicolás in ‘The House of Bernarda Alba’ at GALA Hispanic Theatre (Photo by Daniel Martinez)

‘The House of Bernarda Alba’
Through March 1
GALA Hispanic Theatre
3333 14th St., N.W.
$27-$52
Galatheatre.org

In Federico García Lorca’s “The House of Bernarda Alba,” now at GALA Hispanic Theatre in Columbia Heights, an impossibly oppressive domestic situation serves, in short, as an allegory for the repressive, patriarchal, and fascist atmosphere of 1930s Spain

The gay playwright completed his final and arguably best work in 1936, just months before he was executed by a right-wing firing squad. “Bernarda Alba” is set in the same year, sometime during a hot summer in rural Andalusia, the heart of “España profunda” (the deep Spain), where traditions are deeply rooted and mores seldom challenged. 

At Bernarda’s house, the atmosphere, already stifling, is about to get worse.

On the day of her second husband’s funeral, Bernarda Alba (superbly played by Luz Nicolás), a sixtyish woman accustomed to calling the shots, gathers her five unmarried daughters (ages ranging from 20 to 39) and matter-of-factly explain what’s to happen next.  

She says, “Through the eight years of mourning not a breeze shall enter this house. Consider the doors and windows as sealed with bricks. That’s how it was in my father’s house and my grandfather’s. Meanwhile, you can embroider your trousseaux.”

It’s not an altogether sunny plan. While Angustias (María del Mar Rodríguez), Bernarda’s daughter from her first marriage and heiress to a fortune, is betrothed to a much younger catch, Pepe el Romano, who never appears on stage, the remaining four stand little chance of finding suitable matches. Not only are they dowry-less, but no men, eligible or otherwise, are admitted into their mother’s house.  

Lorca is a literary hero known for his mastery of both lyrical poetry and visceral drama; still, “Bernarda Alba’s” plotline might suit a telenovela. Despotic mother heads a house of adult daughters. Said daughters are churning with passions and jealousies. When sneaky Martirio (Giselle Gonzáles) steals the photo of Angustias’s fiancé all heck kicks off. Lots of infighting and high drama ensue. There’s even a batty grandmother (Alicia Kaplan) in the wings for bleak comic relief.  

At GALA, the modern classic is lovingly staged by José Zayas. The New York-based out director has assembled a committed cast and creative team who’ve manifested an extraordinarily timely 90-minute production performed in Spanish with English subtitles easily ready seen on multiple screens.

In Lorca’s stage directions, he describes the set as an inner room in Bernarda’s house; it’s bright white with thick walls. At GALA, scenic designer Grisele Gonzáles continues the one-color theme with bright red walls and floor and closed doors. There are no props. 

In the airless room, women sit on straight back chairs sewing. They think of men, still. Two are fixated on their oldest siter’s hunky betrothed. Only Magdelena (Anna Malavé), the one sister who truly mourns their dead father, has given up on marriage entirely. 

The severity of the place is alleviated by men’s distant voices, Koki Lortkipanidze’s original music, movement (stir crazy sisters scratching walls), and even a precisely executed beatdown choreographed by Lorraine Ressegger-Slone.

In a short yet telling scene, Bernarda’s youngest daughter Adela (María Coral) proves she will serve as the rebellion to Bernarda’s dictatorship. Reluctant to mourn, Adela admires her reflection. She has traded her black togs for a seafoam green party dress. It’s a dreamily lit moment (compliments of lighting designer Hailey Laroe.)  

But there’s no mistaking who’s in charge. Dressed in unflattering widow weeds, her face locked in a disapproving sneer, Bernarda rules with an iron fist; and despite ramrod posture, she uses a cane (though mostly as a weapon during one of her frequent rages.) 

Bernarda’s countenance softens only when sharing a bit of gossip with Poncia, her longtime servant convincingly played by Evelyn Rosario Vega.

Nicolás has appeared in “Bernarda Alba” before, first as daughter Martirio in Madrid, and recently as the mother in an English language production at Carnegie Melon University in Pittsburgh. And now in D.C. where her Bernarda is dictatorial, prone to violence, and scarily pro-patriarchy. 

Words and phrases echo throughout Lorca’s play, all likely to signal a tightening oppression: “mourning,” “my house,” “honor,” and finally “silence.”

As a queer artist sympathetic to left wing causes, Lorca knew of what he wrote. He understood the provinces, the dangers of tyranny, and the dimming of democracy. Early in Spain’s Civil War, Lorca was dragged to the the woods and murdered by Franco’s thugs. Presumably buried in a mass grave, his remains have never been found.

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Photos

PHOTOS: Cupid’s Undie Run

Annual fundraiser for NF research held at The Wharf DC

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A dance party was held at Union Stage before Cupid's Undie Run on Saturday. (Washington Blade photo by Michael Key)

Cupid’s Undie Run, an annual fundraiser for neurofibromatosis (NF) research, was held at Union Stage and at The Wharf DC on Saturday, Feb. 21.

(Washington Blade photos by Michael Key)

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Out & About

Sweat DC expands to Shaw

Community workout and social planned for March 14

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Sweat DC is officially expanding to Shaw, opening a new location at 1818 7th St., N.W., on Saturday, March 28 — and they’re kicking things off with a high-energy, community-first launch event.

To celebrate, Sweat DC is hosting Sweat Fest, a free community workout and social on Saturday, March 14, at 10 a.m. at the historic Howard Theatre. The event features a group fitness class, live DJ, local food and wellness partners, and a mission-driven partnership with the Open Goal Project, which works to expand access to youth soccer for players from marginalized communities.

For more details, visit Sweat DC’s website and reserve a spot on Eventbrite.

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