Playwrights, including Shakespeare, often started out as song writers and regularly product-placed ballads within their dramas. In this enlightening study, Tiffany Stern asks who wrote, financed, published and marketed theatrical broadsheet ballads and investigates the migrants, women, and individuals with disabilities who sung and sold them outside playhouses – in striking contrast to the white, able-bodied and male actors who performed inside. With case-studies ranging from ballads in plays by Shakespeare and Jonson, sung after plays as jigs or 'themes' by the clowns Tarlton, Kemp and Armin, and performed about the plays of Marlowe, Kyd, Shakespeare and others, Ballad Business argues that broadsheet ballads were often the first and sometimes only parts of the performance to be published. Advertisements and souvenirs, ballads constituted a crucial though now forgotten form of theatrical merchandise and musical paratext.