As seen in the spring 2025 Ivy magazine.
Todd Ortberg, a Minneapolis musician, entrepreneur, and Iowa State University professor of practice in finance, combined his passions for Edgar Allan Poe and rock music to create Poe: A Rock Musical. This ambitious project, five years in the making, not only captivated audiences but also provided an opportunity for collaboration with CyBIZ Lab, a student business consulting program.
Ortberg’s fascination with Poe began in his teenage years, inspired by The Alan Parsons Project’s album Tales of Mystery and Imagination. The musical imagines a pivotal weekend in Poe’s life, following a young, struggling Poe in the dark carnival setting of “The Cask of Amontillado.”
The musical debuted in October 2024 at the Ames Center in Burnsville, Minnesota, featuring 37 original songs. Over five performances, including one on Halloween night, more than 2,200 attendees experienced Ortberg’s vision.
Recognizing the show’s potential as a business opportunity, Ortberg approached the Ivy College of Business’s CyBIZ Lab for assistance in marketing, licensing, and production analysis. The CyBIZ Lab team tackled a multifaceted agenda:
- Marketing best practices: They crafted a marketing package and digital catalog of key players in the theater world.
- Merchandising and production analysis: The team explored merchandise options and licensing possibilities.
- Budgeting and actor compensation: CyBIZ Lab provided insights into the financial aspects of producing a musical.
Ortberg praised the team’s work as “incredibly cost-effective and high quality,” noting their ability to navigate an unfamiliar industry. Their research allowed him to focus on writing, perfecting the music, creating the set, and leading rehearsals.
CyBIZ Lab’s success in supporting Ortberg demonstrated the program’s ability to provide high-quality market research and consulting for any industry.
“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.”
About CyBiz Lab
CyBIZ Lab provides the opportunity for cross-functional teams of undergraduate and graduate students to work on business and organizational projects. Students gain hands-on experience working to solve real business problems. Companies and organizations receive potential solutions to business issues from a perspective outside the company.
