Let’s start with a truth: Performance marketing is losing ground. With rising costs and tightening global data privacy regulations, brands are facing a new challenge—and an opportunity. The solution? Brand marketing, and more specifically, brand entertainment. In a world where content reigns supreme, brands that embrace entertainment as a means to build cultural relevance and forge deeper consumer connections will emerge as industry leaders.

Brand entertainment isn’t just a trend—it’s a shift in how brands engage audiences. By integrating storytelling into films, TV series, podcasts, and gaming, brands create immersive experiences that feel less like advertising and more like culture. The result? A powerful tool for attracting new audiences, strengthening brand identity, and staying ahead in an unpredictable market.

The Rise of Brand Entertainment
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Entertainment and fashion have long been intertwined—Hollywood red carpets have always doubled as fashion runways. But today, the synergy is more intentional. We’re entering an era where brands actively shape cultural narratives through entertainment, embedding themselves into the stories people love.

What makes brand entertainment so compelling is its seamless integration into content. Unlike traditional advertising, which interrupts, brand entertainment captivates. It’s about storytelling that entertains first and sells second. It’s the art of blurring the line between content and commerce, making the brand a natural part of the experience rather than an intrusive presence.

Performance marketing isn’t obsolete—especially in visually driven industries like fashion and luxury. But its role is shifting. Smart brands now use brand entertainment to complement traditional marketing efforts, diversifying how they engage audiences. Hollywood’s glamour and storytelling prowess offer the perfect stage for brands to weave their narratives, making this fusion both strategic and inevitable.

From Red Carpets to Global Screens
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The entertainment industry is a goldmine for brands seeking high-impact visibility. Awards shows and film festivals aren’t just industry celebrations; they’re global marketing stages. Consider the 2024 Oscars, where the top 10 fashion brands on the red carpet generated a staggering $87.8 million in Media Impact Value (MIV). Cannes 2023 surpassed even that, driving over $1.3 billion in MIV—more than an entire fashion season. These numbers prove that entertainment isn’t just an industry; it’s a cultural phenomenon that brands can harness.

Beyond the red carpet, storytelling has become a branding powerhouse. Look at House of Gucci, a box office success that doubled as a luxury brand showcase. Or The New Look on Apple TV+, bringing Christian Dior’s legacy to life. These aren’t just films and series; they’re brand narratives reaching millions.

And then there’s Barbie. A case study in brand entertainment, the film wasn’t just a blockbuster—it was a cultural movement. Packed with brand integrations, red carpet moments, and high-profile collaborations, Barbie was a masterclass in how a brand can embed itself into global culture. Zara’s Barbie-inspired collection alone generated $15 million in MIV. And at the core of it all? A brand—Mattel—reinventing itself through storytelling.

A Growing Strategy Among Luxury Brands
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Major players are taking brand entertainment seriously. Saint Laurent launched a film production division. Kering, the luxury conglomerate behind Gucci, acquired a majority stake in Hollywood talent agency CAA. LVMH introduced 22 Montaigne, an entertainment division designed to explore storytelling opportunities.

LVMH’s move is particularly telling. This is the brand that appointed Pharrell Williams as creative director of Louis Vuitton Men’s—a single announcement that generated $38 million in MIV. LVMH understands that entertainment isn’t just an avenue for exposure; it’s a strategy for shaping cultural influence.

Where Brands Can Start
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The key to successful brand entertainment is authenticity. Audiences are savvier than ever. They don’t mind brand involvement in content—as long as it feels natural. Hollywood Reporter’s Laurie Brookins said it best: “Audiences are willing to embrace brands in entertainment, but they expect transparency.

”For brands looking to enter this space, the strategy should focus on alignment. What are your brand’s values? What stories resonate with your audience? Whether it’s a documentary, a podcast, or a scripted series, the goal should be to create content that captivates first, sells second.

The future belongs to brands that embrace entertainment not as an afterthought, but as a core strategy. Those who master this will not only sell products—they’ll shape culture.