Why are AI brands opening cafés?

Why does MiuMiu have a book club?

Why does A24, a movie studio, have a membership club, a publishing arm, and now its own theater and bar?

It’s not random.

It’s a new operating model.

And the best CMOs already know it.

They’re not running marketing departments.

They’re running production studios — orchestrating content, products, experiences, and collaborators like a showrunner builds a world.

Today, we unpack why every business is now show business, why the modern CMO isn’t a marketer, but a showrunner, and what are the hidden formulas behind these operations.

Welcome to the Season 2 of Hitmakers — the show that tracks how culture moves margins, multiples, and market cap.

Find Hitmakers on Spotify, YouTube, or Apple podcasts.

Get full access to The Sociology of Business at andjelicaaa.substack.com/subscribe