Cultural Currency: What the 2024 Emmys and VMAs Teach Us About Brand Partnerships

To start your Monday morning off?right,?take this fun quiz below about what pop culture partnerships are best for your brand. Try it and discover what your brand could be doing in Hollywood.?

Quizzes are not just trending on social media for no reason. They offer instant feedback and insights, which is essential in Hollywood and the marketing world. Feedback transforms a good project into something extraordinary. Just like at Hollywood Branded, where we rely on feedback to ensure campaigns stay aligned with client goals, Hollywood productions thrive on collaboration and open communication.

Why Quizzes Matter

Quizzes are more than just a fun distraction—they offer tangible value for brands and are, in fact, another form of branded content. They help you understand where your strengths lie and where there’s room for improvement. Whether you're a small business trying to break into pop culture or a major player refining your strategy, quizzes provide a window into potential opportunities.

I’ve seen firsthand how feedback-driven insights can elevate a brand’s visibility and success. Give this quiz a try, and you might just uncover new ways your brand can thrive in Hollywood.?

And now, let's go on to a quick dive into not one but two award shows this week. After you try the quiz, of course. :)

Why The Emmy's Matter

Did you catch the 2024 Emmys last night? It wasn't just about who won—it was a showcase of why television continues to shape culture profoundly. This year's event saw Shōgun dominate the drama categories, with The Bearmaintaining its reign in comedy. Beyond the glitz and glamour, the Emmys offer an opportunity for brands to leverage pop culture for a lasting impact.

Why Brands Should Pay Attention

The Emmys set the tone for what's culturally relevant. When a show wins or even gets nominated, it immediately enters the cultural zeitgeist, becoming part of what people talk about on social media and in everyday conversations. This presents an incredible opportunity for brands to attach themselves to these famous moments through product placement, partnerships, or co-branded content.

Television shows that dominate the Emmys, like The Bear this year, aren't just fleeting hits - they tend to stay in the public eye for years, gaining more fans every year. Aligning your brand with Emmy-winning shows can offer long-term visibility, especially as these shows continue to thrive on streaming platforms, where they can attract new viewers well after their initial airing.?

Storytelling Sells

Award-winning TV shows aren't just about entertainment - they're about storytelling that resonates deeply with viewers. Brands that can weave themselves into these narratives can tap into that emotional connection, whether through a clever product placement or a thoughtful partnership. It's not just about being seen - it's about being part of the story.?With?its gritty, heartfelt narrative, The Bear offers brands a way to engage with audiences more emotionally, creating lasting impressions beyond a standard ad campaign.

The Power of Diversity

This year's Emmys also highlighted a major shift in representation. Shōgun, which features Japanese actors Hiroyuki Sanada and Anna Sawai, became a cultural touchstone by breaking barriers and embracing more diverse narratives. Partnering with shows that represent various cultures and perspectives is a smart move for brands looking to reach broader and more varied audiences. It shows your brand is forward-thinking and inclusive, two traits that resonate well with today's consumers.

Long-Term Impact

The Emmys don't just award shows - they create cultural icons. For a brand, being associated with a show that wins an Emmy can have a long-lasting impact, much like the buzz that surrounds Oscar-winning movies. Even years after their wins, shows like The Crown, The Morning Show, and now The Bearare still driving engagement, and brands that align themselves with these shows benefit from ongoing visibility.

In short, the Emmys offer more than just a night of glitzy fashion and fun speeches. They give brands a roadmap to stay relevant in an ever-changing cultural landscape. By aligning with the right shows and leveraging those moments, brands can forge deeper connections with their audience - and that's worth every penny.?

The Shows You Should Know About

Several standout shows and performances at the 2024 Emmys captured the audience's attention, showcasing both established series and fresh faces. Here's a look at some key winners that people are buzzing about:

Shōgun – Best Drama Series

Shōgun made history as the first drama series with Japanese leads to sweep major categories, including Best Drama Series, and wins for Best Lead Actor(Hiroyuki Sanada) and Best Lead Actress (Anna Sawai). It set a new bar for diverse storytelling and representation in mainstream media.?

The Bear – Comedy Dominance

Continuing its Emmy-winning streak, The Bear took home 11 awards, including Best Supporting Actor (Ebon Moss-Bachrach), Best Supporting Actress (Liza Colón-Zayas), and Best Lead Actor in a Comedy for Jeremy Allen White. It also snagged a directing award, cementing its place as one of the most beloved comedies of the year.?

Hacks – Best Comedy Series

In a surprise upset, Hacks won Best Comedy Series, beating out The Bear. Jean Smart also won Best Lead Actress in a Comedy for her role, adding to her already impressive Emmy collection. This marked a significant moment as The Bear was expected to sweep, but Hacks held its own with a sharp, witty storyline and standout performances.

Baby Reindeer – Best Limited or Anthology Series

Netflix's Baby Reindeer took home four Emmys, including Best Limited Seriesand acting awards for Richard Gadd and Jessica Gunning. Its raw, emotional storytelling captivated audiences, making it one of the night's standout winners in the limited series category.

The Crown and The Morning Show – Drama Acting Wins

Elizabeth Debicki won Best Supporting Actress in a Drama for her portrayal of Princess Diana in The Crown, while Billy Crudup took home Best Supporting Actor in a Drama for his work in The Morning Show. Both shows remain strong contenders in the drama category, continuing to resonate with fans and critics alike.

The Daily Show – Best Talk Series

Jon Stewart returned to The Daily Show and took home the award for Best Talk Series, proving that his satirical take on current events still strikes a chord with viewers.

These programs represent the best in storytelling and highlight the growing diversity and evolving narratives in television. These Emmy winners are worth watching for brands looking to partner with shows or actors who capture the public's imagination.

The Emmy's were not the only Awards show to take note of this week... and in fact most of the gossip should be around the MTV VMAs...!

The 2024 MTV VMAs Recap:?A Night of Iconic Moments and Pop Culture Powerhouses

The 2024 MTV Video Music Awards brought all the drama, excitement, and unforgettable performances that made it one of the most anticipated nights in music. From Taylor Swift’s record-breaking wins to Megan Thee Stallion’s Britney Spears-inspired fashion moments, this year’s VMAs proved why it's a key event for brands to track. The night wasn’t just a celebration of music - it was a showcase of the stars, sounds, and cultural moments shaping the future of pop culture. For brands, knowing who’s trending after a night like this is crucial for aligning with the most talked-about names in entertainment.

Taylor Swift’s Reign Continues

The queen of the night was undoubtedly Taylor Swift, who took home Video of the Year for her hit “Fortnight,” adding to her total of seven moon people. But it wasn’t just the awards that had everyone talking - it was her sweet shoutout to her boyfriend, Travis Kelce. A heartfelt moment like this only solidifies Taylor's brand as relatable and human, making her even more desirable for brand partnerships.

Chappell Roan Steals Hearts – But Raises Questions for Brand Partnerships

Named Best New Artist, Chappell Roan delivered an emotional and empowering message during her acceptance speech, dedicating her win to queer kids in the Midwest. Her genuine connection with fans and bold, authentic persona make her a rising star, but it’s fair to question whether she’s ready for brand partnerships.

While Chappell definitely made waves at the 2024 VMAs, it wasn’t just her music that grabbed attention. She arrived on the red carpet in a medieval-inspired green Y/Project robe, complete with a sheer gown, silver boots, and even a sword - totally commanding the scene. But what followed was less ideal for her image. During a brief altercation with a photographer, Chappell fired back with a flurry of cuss words, all caught on camera, after someone off-screen made a comment. It was a raw, fiery moment that quickly went viral, and while it matched her fierce, outspoken personality, it raised concerns for brands.

This kind of unfiltered energy makes her a magnetic figure but not necessarily a safe bet for brand collaborations. Brands are often cautious of this kind of unpredictability. That said, her real, edgy appeal and strong connections with her audience are worth keeping an eye on—there’s potential there, but her ability to rein in those impulses will be key to unlocking brand deals in the future.

Megan Thee Stallion’s Iconic Host Moment

Megan Thee Stallion channeled Britney Spears with a live snake during one of her hosting looks, adding a playful throwback vibe. Hosting and performing, she continues to be a multi-talented powerhouse who knows how to bring the fun—exactly what brands love to align with.

Lenny Kravitz Brings the Rock

Lenny Kravitz kept the crowd roaring with his performance of “Fly Away” featuring a new verse by rapper Quavo. His rockstar energy proves that veteran artists still have the power to captivate diverse audiences, making him an enduring brand ambassador for those who want to lean into authenticity and style.?

Latin Music Dominates

Anitta and Tyla were big winners, with Anitta grabbing Best Latin for “Mil Veces” and Tyla winning Best Afrobeats for “Water.” Both artists demonstrated how Latin and African music continue to have a massive global impact, making them key figures for brands looking to tap into international markets.

Sabrina Carpenter Makes a Big Splash at the 2024 VMAs

Sabrina Carpenter had a huge night at the 2024 VMAs, marking her rise as a serious pop force. Not only did she take home her first-ever VMA for Song of the Year with her hit "Espresso," but she also delivered one of the most talked-about performances of the night.

Her show-stopping performance kicked off with her swinging high above the stage as she sang “Please Please Please,” before transitioning into a playful Britney Spears tribute by incorporating a snippet of "Oops!... I Did It Again.”Complete with a blue alien and a moon person nodding to Britney’s iconic performance, Sabrina brought a sense of nostalgia, fun, and creativity that had the audience on their feet. I'm still not quite sure how I felt about the blue alien simulated sex scene that then led to Sabrina ending the set with a kiss with the blue alien - leaning into the pop culture theatrics that make the VMAs unforgettable.? I am no prude, however it was a bit more over the top than family viewing should have tolerated.??

Sabrina’s confidence, creativity, and growing fanbase make her a natural fit for brands seeking to tap into the youthful, pop-centric market. She’s proven she can bring high energy and a little bit of fun to everything she does, which is exactly what makes her a rising star worth watching.

Katy Perry Steals the Spotlight at the 2024 VMAs

Katy Perry had a massive night at the 2024 VMAs, receiving the coveted Video Vanguard Award and delivering an epic medley of her greatest hits, including "Dark Horse," "California Gurls," and "Firework." Her fiancé, Orlando Bloom, introduced her with a heartfelt tribute, celebrating both her public persona and her true self, Katheryn Hudson.

In her acceptance speech, Perry thanked her fans and team, and encouraged everyone to take breaks from social media to protect their mental health. With her mix of nostalgia and timeless relevance, Perry remains a key figure for brands looking to connect with a wide-ranging audience.

For brands, these artists represent the future of pop culture, making the 2024 VMAs a critical watch to stay on top of who’s shaping the cultural conversation and who might be the next big star for your brand partnership.

But Wait, There's More!

Stay tuned to our blog at Hollywood Branded for the latest insights into celebrity branding and the intersections between entertainment and entrepreneurship. You can also check out the articles our team wrote below or listen to our weekly podcast.

Natalie Salazar delves into the rapid rise of Latin music and its powerful impact on brand collaborations in her article How Latin Music’s Surge is Transforming Brand Partnerships. She explores how the genre's growing global appeal has created unique opportunities for brands to connect with diverse audiences, leveraging the cultural influence of Latin artists to enhance their marketing strategies and reach.?

In The Gothic Trinity, Kaylyn Bucknor?examines the dynamic collaboration between Johnny Depp, Helena Bonham Carter, and Tim Burton, and how their unique synergy has shaped modern gothic cinema. She takes readers through their most iconic films, highlighting the creative interplay between Burton’s dark, whimsical direction and the distinctive performances of Depp and Bonham Carter.???

As always, reach out with any questions or to discuss how to take the first steps to brand pop culture!? When you are ready to take your brand to the next level contact my team at Hollywood Branded to learn how our expertise can help you achieve unparalleled success in product placement and brand partnerships. Visit our website or call us at (310) 606-2030.

- Stacy Jones, CEO + Founder Hollywood Branded