Sponsor content created With Personality: The Lloyd Price Musical
“Almost everybody knows his music, but very few know his name. And even fewer know his story.”
The singer, songwriter and bandleader in question is Lloyd Price, an unsung hero according to Sheldon Epps, director of a hit show about the American R&B and rock ‘n’ roll sensation.
Following a critically acclaimed run in Chicago, Personality: The Lloyd Price Musical is now heading to the Southbank Centre’s Elizabeth Hall for two performances on Saturday, October 11 (2.30pm and 7.30pm).
Born in Louisiana and raised in an era of segregation, Price defied the odds to become one of the founding fathers of rock ‘n’ roll. The musical about the boundary-shattering pioneer takes its title from his nickname “Mr Personality’, which is from one of Price’s million-selling hits.
Speaking ahead of the London debut, Epps says Price changed the world through his unforgettable songs.
“He is a true unsung hero who influenced many generations on his own and touched the lives of many other great entertainers during his remarkable decades-long career,” he said.
Price’s first recording, Lawdy Miss Clawdy was a hit in 1952 and reshaped popular culture. He helped refine the New Orleans beat and later achieved a series of national hits. He was inducted into the Rock and Roll Hall of Fame in 1998.
Although he secured a run of UK hits in 1959 including Top 10 singles Personality and his version of the American folk song Stagger Lee, British audiences may now be largely unfamiliar with his work – something that the musical aims to change.
The achievements of Price, who died aged 88 in 2021, are undeniable. He was the first American teenager to sell more than a million records, achieving the landmark result with Lawdy Miss Clawdy – a hit that helped to break down racial barriers and usher in the rock ‘n’ roll era in the early 1950s.
Price was also the first Black teenager to get airplay on radio stations that had previously only played white artists. An industry pioneer, he was also the first teenager to earn a gold record and the first recording artist to start his own label.
His influence was unmistakable from early in his career and his music inspired generations. Lawdy Miss Clawdy was covered in 1956 by Elvis Presley for his New York Sessions, while other legends who recorded Price’s work include Aretha Franklin, Paul McCartney, Little Richard and Bruce Springsteen. Amy Winehouse also performed a rendition of Stagger Lee.
“It has been a great honour to bring his story to the stage, and audiences have responded with gratitude, enthusiasm and the desire to know even more about this wonderful artist,” said Epps, who previously conceived and directed the Duke Ellington musical Play On!, which received three Tony Award nominations.
It has been a great honour to bring his story to the stage, and audiences have responded with gratitude, enthusiasm and the desire to know even more about this wonderful artist
Sheldon Epps
Prior to his death in 2021, Price was consulted about the musical that celebrates his life and work.
“Lloyd and I met through a mutual friend who saw our immediate connection and asked me to produce a documentary about Lloyd's life,” said book writer and lead producer B. Jeffrey Madoff. “I loved his music but knew nothing about the man behind it. As I got to know more about him, I discovered a fascinating life that nobody knew about.
“It was a story that was important to tell, and it needed the intimacy and energy that only live theatre can deliver. It had to be completely honest, showing both triumphs and struggles. When I told Lloyd I wanted to write a play about his life, he simply said, ‘The truth needs no defense. Tell the story.’ Personality is the untold story about an unsung hero.”
Cedric Neal (Hadestown, The Voice UK – 2019 semi-finalist) stars as as Lloyd Price, alongside a cast including Craig Armstrong (Hello, Dolly!, Tina – The Tina Turner Musical) as Levy, Zoe Birkett (Tina – The Tina Turner Musical, Pop Idol – 2002 winning female contestant) as Rosetta Tharpe/Ma Nora/Erma Franklin, and Marcus Collins (X Factor – 2011 runner up, Kinky Boots Original West End cast) as Little Richard/Sam Cooke.
Also appearing at the London debut of Personality: The Lloyd Price Musical are: Matthew Goodgame (Mrs Doubtfire, Blitz) as Art Rupe; Shem Omari James (Jesus Chris Superstar, Dreamgirls) as Young Lloyd; Aaron Lee Lambert (Evita, Hamilton) as Don Roby; Clive Rowe (Guys and Dolls – for which he won the Olivier Award for Best Performance in a Supporting Role in a Musical, The Addams Family) as Harold Logan; and Vanessa Ela Young (Moulin Rouge! The Musical, The Drifters Girl) as Emma.
The show’s music & lyrics are, of course, by Lloyd Price.
With an incredible story and sensational songs, Personality: The Lloyd Price Musical is guaranteed to appeal to fans of Motown, rock ‘n’ roll, soul and musical theatre.
B. Jeffrey Madoff (book writer and lead producer) and Sheldon Epps (Director) are joined on the creative team by Edgar Godineaux (choreography) and Shelton Becton (musical supervisor).
The show is executive produced in the UK by Tegan Summer Theatricals. General Management is by New Road Theatricals.
Performances are on Saturday October 11 at 2:30 pm and 7:30pm. Tickets start from £22.
For bookings to Personality: The Lloyd Price Musical click here.
PHOTOS: Production photos from Studebaker Theatre 2023. Photographer: Liz Lauren
