The next entertainment IP might be in the closet, because Banana Republic has a new sitcom. Sort of…

The Agency, a five-part TikTok comedy starring Jack Innanen, turns a dysfunctional travel agency into a showcase for the brand’s clothes and personality. And its first two episodes have drawn more than 13 million combined views.

Meanwhile, GAP is getting into the boy-band business. Its multiyear partnership with emerging group Just Your Type spans a co-produced docuseries, mall performances, social content and a co-designed collection. That gives GAP a role in the band’s rise, with opportunities for fans to get to know the members, follow their story, see them live and dress the part. This ambition clearly goes deeper than borrowing a celebrity’s endorsement for a campaign. Instead, they help build the fandom, and give fans a reason to care about the clothes along the way.

Streaming platforms are making similar bets. This week, Tubi and TikTok unveiled 10 original, long-form series in development with 12 creators through their Creatorverse Incubator, including Sabrina Brier, Yasmine Sahid and Madison Humphrey. Creators are becoming central to the programming itself, extending their role beyond promoting someone else’s show. As paid, owned and earned become more intertwined, so do the roles of brands, talent and entertainment platforms.

Branded entertainment isn’t new. What’s interesting is the depth of the investment: developing talent, building recurring stories and giving audiences multiple ways to participate. For brands, that’s an opportunity to become part of the fandom as it grows, with a role that lasts beyond a single campaign.