Backstage

Backstage is a term with a dual meaning. Literally, it identifies the physical area hidden from the public in a theatre, set or event location (behind, to the side of, or under the stage). Figuratively, in marketing and communications, "Backstage" (or Behind the Scenes) is a genre of content that shows the creative process and the "secret" preparation of a brand, product or event.

What is it used for / Why is it important

Backstage is important on two levels. Physically, it is the operational and logistical centre (dressing rooms, wings, technical areas) essential for the success of any public performance. Strategically (in marketing), it is a crucial narrative tool for building a relationship of authenticity and transparency with the audience, showing the "human side" and the "making of" a project.

When is it used / In what context is it useful

It is used in any performance or production context.

• As a physical place: In theatres, concerts, fashion shows and film sets, it is the workspace for the crew and artists.

• As marketing content: It is used on social media (e.g., Instagram Stories), in "Making Of" or "BTS" (Behind the Scenes) videos to promote a launch, show company culture (Employer Branding) or simply to increase engagement by humanising the brand.

Practical example

• Physical Meaning: "The manager gave the artist the backstage pass to access the dressing rooms before the concert."

• Marketing Meaning: "The fashion brand published a backstage video of its show, showing stressed designers and models trying on the outfits, to make the audience 'feel part of the event'."