Cultural Currency
Did you catch the 2024 Emmys and VMAs last week? It wasn’t just about the winners—it was a double showcase of how television and music continue to shape culture. From Shōgun sweeping the drama categories at the Emmys to Taylor Swift’s record-breaking wins at the VMAs, both events spotlighted the power of pop culture.
For brands, these events go beyond the glitz and glamour, offering valuable chances to tap into the cultural zeitgeist and foster lasting audience connections. In this article, Hollywood Branded examines how major events like the 2024 Emmys and VMAs influence pop culture, providing brands with opportunities to align with impactful storytelling and capitalize on memorable moments for long-term engagement.
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.
Photo Credit: Deadline
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.
Photo Credit: Slate
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 Bear are 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 2024 MTV VMAs Recap
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.
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.
Photo Credit: Hollywood Reporter
Chappell Roan Steals Hearts – But Raises Questions
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.
Rockstar energy
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 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
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.
Photo Credit: Pitchfork
Katy Perry Steals the Spotlight
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.
Invaluable Opportunities
In a week dominated by both the 2024 Emmys and VMAs, it’s clear that award shows are more than just celebrations of artistic achievement—they're cultural moments that offer brands invaluable opportunities to align with what’s trending. From Shōgun's groundbreaking win in the drama category to The Bear's ongoing comedic success, and the music world’s spotlight on icons like Taylor Swift and Megan Thee Stallion, these events shape public conversation.
By partnering with award-winning shows and performers, brands can tap into the lasting emotional connections these stories and stars foster with audiences. Whether through product placements, co-branded content, or innovative partnerships, the real value for brands lies in being part of the narrative that people will remember for years to come.
Eager To Learn More?
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