Main character energy: the new frontier for worldbuilding

Apple TV's latest smash hit, The Studio, parodies the coupling of brands and entertainment in a hilarious loop of ad speak, ludicrous budgets and cringeworthy meetings. But where Kool-Aid Man fails, other IP powerhouses – think: Barbie, Lord of the Rings and F1 – are giving main character energy, reminding us that worldbuilding isn’t a gimmick, but a practice rooted in immersive storytelling.

A technique used in film and literature, worldbuilding puts people at the heart of interconnected universes, by building culture, through engaging narratives and environments.

Rihanna may not have given us an album in a very long time, but she continues to engage her dedicated fanbase by creating much-needed brands for them across a product universe. Her lingerie range, SavageX Fenty, is the protagonist in a critically acclaimed Prime Video Show. Fenty Beauty disrupted the cosmetics industry with truly inclusive product shades, compelling other brands to follow suit. And last year, she was the first non-corporate beauty brand partner for the Paris Olympics, which she announced through an iconic social media post. And to top things off, she continues to weave her personal narrative into highly anticipated cultural moments, announcing her third pregnancy at the Met Gala just last week.