And That’s Showbiz is a Broadway-focused, digital-first media outlet designed to bring fans behind the scenes of their favorite Broadway shows. Through a slate of original social media series, we aim to create a one-of-a-kind experience within the Broadway space.
Our series, It Takes Two, is a deep dive into conversations between two Broadway creatives. Whether actors, writers, directors, choreographers, or designers, each guest is paired with intention. The series occupies a space no other video platform currently does: it allows artists to engage in conversations that wouldn’t happen in a traditional press setting.
Each pairing is thoughtfully curated around expressed similarities — shared roles, career paths, artistic influences, or lived experiences — while also embracing contrasting personalities and dynamics. We’ve featured best friends, colleagues, former collaborators, and even creatives meeting for the first time. These combinations create compelling, unscripted dialogue that feels intimate and revealing.
Rather than focusing solely on promotion, It Takes Two highlights process, perspective, and the realities of working in theatre. The result is insider access to honest conversations that Broadway fans rarely get to witness.
It Takes Two exists to celebrate the creative community behind Broadway and offers audiences meaningful, human-centered storytelling that brings them closer to the artists who make theatre happen.
It Takes Two was conceived in 2024 as part of And That’s Showbiz’ first season with a clear goal: to create a space for candid, chemistry-driven conversations between Broadway creatives that did not exist elsewhere in the media landscape. At the time, most Broadway press operated within tightly structured promotional formats. Interviews were often guided by marketing priorities, leaving little room for vulnerable, process-oriented dialogue. We saw an opportunity to build trust-based content that centered authenticity rather than press beats.
First, we identified a gap in the Broadway media space: there was no platform pairing two creatives in conversation without a traditional interviewer. We developed a format built around intentional pairings. Artists were connected by shared experiences, career parallels, or artistic intersections, but with distinct personalities or perspectives. Instead of asking promotional questions, we designed prompts that encouraged reflection, storytelling, and creative exchange.
Execution required relationship-building. In season one, building trust with producers and publicists was our primary challenge. There was understandable hesitation around unscripted dialogue. We addressed this by clearly communicating our tone, structure, and editorial standards. After our initial episodes demonstrated professionalism, strong engagement, and brand alignment, trust grew. Season one established proof of concept: chemistry-driven content could complement promotional campaigns while offering something deeper to audiences.
Our goal with It Takes Two was to show that real, honest conversations between Broadway creatives could work even in a space where most press is polished and promotional. We set out to create authentic content, build trust with producers and publicists, and prove that chemistry-driven conversations could engage audiences in a meaningful way.
Episodes average 13.4k views across the seasons. Social engagement is strong, with likes, shares, and comments showing that fans are connecting with the stories and insights the artists shared. It was not just about seeing their favorite performers; it was about hearing the creative process, the challenges, and the journeys behind the scenes.
Industry response exceeded our expectations. Producers and publicists who were initially cautious became collaborators once they saw the professionalism and care in every episode. That trust opened doors to more talent and stronger access for season two.
On the production side, our five-person team built a workflow that delivers high-quality content quickly.
We consider it a success because we did not just make a show. We created a trusted, sustainable space for real conversations that fans and artists genuinely value with measurable impact.
