Some shows arrive fully formed. Others explode onto the scene in a blaze of glitter, guitars and chaos and then grow into something bigger, louder and sharper. I Was A Teenage She-Devil definitely appears to belong in the second category.
The 80s horror rock musical first appeared at the Edinburgh Fringe before transferring to London. It starts previews tonight at The Other Palace, and it’s already building the kind of cult buzz that new musicals dream of. Behind it are producers Claire Feuille and Josh Dooley of Feuille Dooley Productions, who have worked across everything from Fringe theatre to Broadway and were also involved with the extraordinary journey of the amazing Operation Mincemeat from Fringe to West End to Broadway.
Fittingly, their first reaction to She-Devil was not a careful business decision. It was the music. They told me that when they first heard the score, they thought someone had discovered a lost mixtape of previously unheard hits by every 80s legend imaginable. They were hooked immediately.
From Fringe Chaos to London Glow-Up
Moving from Edinburgh Fringe to an Off West End run isn’t just a venue change, it’s an evolution. The new London production includes edits to the book, new material including a brand new song, and a full creative upgrade with set design, lighting and sound transforming the space into a complete world rather than a Fringe black box.
But what’s interesting is that these producers clearly love the Fringe process. They described Fringe as being on “a different planet” compared to London and New York. At Fringe, there’s nowhere to hide behind production value. The work has to stand on its own, and everyone on the team ends up doing everything from logistics to quick changes to laundry.
London, though, is where they prefer to develop new musicals long term, largely because of audiences. They said London audiences are far more open to the messiness of new work in development and are constructive in their responses, whereas New York audiences can be much less forgiving during the process phase. That alone probably explains why so many new musicals now choose London as a development home.
80s Horror Rock, Identity and Heart
On the surface, I Was A Teenage She-Devil sounds like pure camp chaos: 80s horror rock musical, big energy, big hair, big guitars.
But underneath, the show also explores identity and finding your true self, particularly through a queer lens. The producers talked about how the 80s were incredibly queer in fashion, music and culture, yet mainstream films rarely openly celebrated queer characters or stories. This show aims to do exactly that, combining comedy, horror and a genuinely heartfelt core.
It’s that combination of ridiculous fun and real emotion that often creates cult musicals.
What Producers Actually Do (Apparently Everything!)
I asked, for those who may not know, what producers actually do, and the answer was one of my favourite parts of the interview.
Josh said that early in his career he asked a big producer what a producer actually does, and the answer he got was simply:
“Producers produce.”
He didn’t understand it at the time, but now he says the job is basically to produce whatever is needed. Need money, people, a venue, a solution to a problem, a new plan, a miracle? That’s the producer’s job. He joked that the mob would probably call them “fixers.”
In reality, producing a new musical involves choosing the show, planning its development path, building the creative team, finding the right venues, managing marketing and audience development, listening to audience feedback and, of course, raising money. Constantly.
Lessons from Operation Mincemeat
Having worked on Operation Mincemeat, Claire and Josh have seen first and how a show can grow from Fringe to global success. One of the biggest lessons they took from that production was the importance of audience community and not jumping too quickly into bigger venues. Gradually increasing theatre size allows a fanbase to grow and keeps shows financially sustainable.
It’s a fascinating reminder that theatre success isn’t just about the show itself. It’s about strategy, audience relationships and long-term development.
Building an Audience Before Opening Night
Another really interesting point was about the concept album being released before the London run. The producers believe new musicals shouldn’t be overly protective of their material anymore because audiences now have endless entertainment choices competing for attention every minute of the day.
Instead, releasing music early helps build a relationship with audiences before they even step into the theatre. Theatre isn’t just about one night out. It’s about building fans who come back again and again.
Advice for New Musical Writers
Claire and Josh’s advice for writers and theatre makers developing new musicals was surprisingly honest.
Josh said that he once chased stability outside the arts and found neither stability nor happiness, so returned to theatre because if you’re going to struggle financially, you might as well enjoy what you’re doing! Fair play!
Claire said the most important thing is finding the right collaborators and sticking with them, because developing a new musical is a long journey and you need a team who believe in each other.
Both pieces of advice felt very real and very theatre.
What’s Next for She-Devil
The big dream for the future of I Was A Teenage She-Devil is simple: a bigger space, bigger budget and a live band on stage. The show is essentially a rock concert in musical form, and Josh and Claire clearly can’t wait to fully realise that scale.
Meanwhile, they’re heading back to New York and Edinburgh Fringe with new plays and will be returning to London again later in the year with more work. So they are definitely producers to keep an eye on – watch this space!
What I loved about speaking to Claire and Josh is that they clearly love the messy, chaotic, unpredictable process of making new theatre. And that’s exactly where the most exciting shows come from.
I Was A Teenage She-Devil feels like one of those shows that could have a very interesting journey ahead of it.
And honestly, any musical described as an 80s horror rock musical with a heart already sounds like a very good night out to me. I truly can’t wait to see it on Wednesday!
I Was A Teenage She-Devil begins previews at The Other Palace Studio TONIGHT! It opens on 8th April and runs until 26th April. Don’t miss it – book your tickets here: I Was a Teenage She-Devil – The Other Palace Theatre
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