The Tony Award-nominated musical Rock of Ages, which Papa has represented since its Broadway premiere in 2009, will continue with the team, and the firm will also lead the publicity campaign for the March 2014 New York debut of Heathers: The Musical.

Other projects will be announced.

"Working as a press agent for over a decade and having learned from an incredible group of publicists, producers and industry colleagues, it is a thrilling next step for me to open Vivacity Media Group," said Papa in a statement. "Vivacity embodies the drive, passion, innovation and enthusiasm that our team has always brought and will continue to bring to the work we do. I love theater and this industry and look forward to years of singing (and, when necessary, speaking) its praises."

Papa has worked as a senior account executive at The Hartman Group from its inception in 2009 and previously at Barlow Hartman since the early 2000s. She headed the PR campaigns and media strategies for a variety of Broadway, Off-Broadway and national tour productions, including the recent Tony Award-nominated revival of Evita, American Idiot, Bring It On and Legally Blonde: The Musical, among others.

Holden Gore has worked for six years as a publicist within the theatre, music and performing arts industries. In addition to representing Rock of Ages and Heathers: The Musical, her past work on Broadway includes spearheading the publicity campaign for Romeo & Juliet, Evita, Jekyll & Hyde, Bring It On: The Musical and On A Clear Day You Can See Forever as well as NBC's "Smash."