The "Musicals Live Here" campaign marks the start of a new marketing partnership between NYMF, Serino/Coyne and Dirty Sugar Photography. A portion of the wardrobe was provided by the TDF Costume Collection.

In the collection of photos, NYMF "tapped a 'this generation' breed of Broadway stars to bring their personal styles to iconic musical theatre archetypes in a series of photographs taken around New York City. Each image depicts a different musical icon going about their everyday life in New York as only a spirited musical theatre character can."

Over the past ten years, NYMF has established itself as the largest annual musical theatre festival in the country. Each summer, the Festival presents productions, concerts, readings and special events in the heart of New York City's theatre district.

"At NYMF, we are proud to have the privilege of helping hundreds of artists bring life to new musicals every year," said NYMF marketing manager Matt Britten. "With this new campaign, we wanted to capture the essence and the energy of the city that serves as the backdrop to our Festival, and also to the lives of so many writers, performers and others of us who felt called to this city to make our own marks on musical theatre."

Click here for productions and readings in this year's festival.

For more information, visit NYMF.org.