Today, album tours and merch are the biggest sources of income for artists, while music festivals like Coachella and Bonnaroo have morphed into widely shoppable events where brands and retailers come to showcase their most experience-driven retail. But whether its an iconic artist like Kanye West infusing the best of his fashion and music into merch or an H&M pop-up at Coachella that is as liveable as it is shoppable, brands are striving to embed where their audience is, adding new flourishes to a pre-existing experience, and forging a long-term relevance for a one-time event. This not only gives brands new avenues to sell products, but also provides them new expertise that they can take back to their flagship brick-and-mortar stores.

This section of Retail as entertainment, entertainment as retail: How commerce and culture are merging in an on-demand world accompanies:

Visit the Insight Collection to examine and extract key lessons from the brands, retailers and real estate professionals that view entertainment as retail and retail as entertainment. You can also access a Playbook, How to capitalize on the intersection of commerce and culture in an on-demand world, which provides actionable questions to take back and apply to your own business.

This article is exclusive to Loose Threads Members, who get access to actionable analysis, insights and private events that drive growth.