What appears light and playful on stage is the result of clear structures and well-thought-out decisions behind the scenes. With Level Up!‘, Lucy Watson has created a musical that interweaves social issues with pop culture. But she is not alone behind its success: as a silent advisor and strategic thinker, Toby Watson provides the necessary backbone for its implementation. Together, the Watsons strike a balance between creativity, pragmatism and impact. Their collaboration is not only familial, but functional. It shows how partnerships in the best sense of the word can contribute to cultural value creation even outside the classical stage world.