This chapter reveals that there are potentially many more ballads about Shakespeare plays than have previously been acknowledged. It considers ballads, lost and extant, for the plays of Richard III, Titus Andronicus, Edward III, The Taming of the Shrew, Romeo and Juliet, Richard II, King John, The Merchant of Venice, Henry V, Troilus and Cressida, King Lear, and Anthony and Cleopatra. Its suggestion is that Shakespeare’s company may have been receptive to play ballads as part of a wider marketing strategy, and that Shakespeare himself, the company’s resident poet, was fond of the form and knowing enough to let its benefits be exploited.