“I think brands now know what they know, and know what they don’t know, which is even more important,” says WME head of entertainment marketing Liz Walaszczyk. The bar for brand content is in many ways higher than for traditional entertainment. “What has shifted is, for the first time, celebrities or talent see that brand advertising or marketing can be brand-accretive, not brand-dilutive,” says Dewey. Just as a morning show producer may prep the anchors to discuss what’s trending that day, brand studios want to be able to jump on those trends, too. The show was conceptualized by Toyota and pitched to Rahma, and it lives on the auto brand’s YouTube and social channels.