From Rolling Stone:

A few weeks ago, New Yorkers were treated to an unusual sight: The cast of Ain’t Too Proud, the Broadway musical about the life of the Temptations, riding the subway with a camera crew. The idea was pure promotion — to maintain buzz for the Tony-winning show, which is now up for a Grammy for Best Musical Theater Album. Ephraim Sykes, who plays the volatile and tragic David Ruffin, admits he had a few trepidations about the idea. “At first, none of us were like, ‘Yeah, let’s go sing on the subway!’” he says with a laugh. “It could have been embarrassing. Some people were doing their best to ignore us, and sometimes I do that myself. Performers will get on, and I’ll turn up my headphones because I’m not in the mood.”

But once the quintet began singing — always the Temptations standard “My Girl” over the course of several hours and several different downtown and uptown trains — the mood usually brightened. “Once we got into it, we had fun with it, and it was cool to watch people’s reactions,” says Sykes, who takes the lead on that Ruffin-led song in the show. “We were performing it, and these three young high-school-looking dudes started singing along with me. Those dudes probably listen to everything but the Temptations, but they reacted to that song. It’s interesting to see how much reach that song has.”