The world-building economy

Financialization of culture: Why do business models increasingly look alike?

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Welcome to the Culture Commerce. In this issue:

• World-building as a business model – Companies now create immersive brand ecosystems instead of standalone products.

• Cultural IP expansion – Entertainment franchises (The White Lotus, Stranger Things, Barbie) extend into fashion, home decor, beauty, hospitality, and more.

• Monetizing across industries – Brands no longer stay in their lane; entertainment, retail, hospitality, beauty, and sports all intersect.

• Modern licensing trends – Brands are consumed together across categories, allowing for limitless cross-industry collaborations.

• Examples of success – The White Lotus partners with Four Seasons and CB2; Stranger Things has Monopoly and Polaroid; Barbie and Wicked pull brands into their world.

• Tastemakers vs. Trend makers – Some brands (Prada, A24) maintain long-term influence, while others (Barbie, Stranger Things) capitalize on short-term cultural waves.