NOW LOOK AT THE MEDIA PLAN. The core pillar is what the release calls a "first-of-its-kind global cultural partnership with Spotify": a bespoke hub with listening personas and playlists. The message is less screen; the distribution is a screen.

THE OFFLINE PARTS ARE THE REAL PRODUCT. Five special-edition Tabby bags, one per star. A collection of bag charms shaped like concert tickets — a souvenir of a live show, sold as an accessory. And the Tabby Tour, travelling through the United States, the United Kingdom, Japan and South Korea, with Spotify in Korea and QQ Music in China, where it opens in Chengdu on 6 November. The company's CMO, Joon Silverstein: "Music is uniquely powerful in creating space for real connection."

READ THE COMPONENTS, NOT THE HEADLINE. A multi-episode docuseries CO-PRODUCED by Gap. A national mall tour from October with live performances and in-store activations at Gap locations. A capsule collection co-designed by all five members, in stores and online this autumn. Social content across music discovery platforms.

THAT IS NOT AN ENDORSEMENT, IT IS A SLATE. Gap describes Fashiontainment as a platform to create content, licensing, partnerships and experiences with its brands. Its chief entertainment officer, Pam Kaufman, put the ambition plainly: the platform puts "our brands at the center of the stories and cultural moments people care about."

THE PALACE IS NOT EMBARRASSED ABOUT ANY OF THIS. It was conceived with Coppola, who says "Versailles was much more than a location – it became part of the film's language and atmosphere, a character in the film." The museum director, Laurent Salomé, gives the film "a unique place in the Château's contemporary history."

FOLLOW THE BRAND. A luxury house has attached itself not to the palace and not to the film, but to the moment the palace admits the film into its own story — heritage, cinema and taste in one room, with its name on the door.

WHAT THE ARTIST WALKS OUT WITH IS THE POINT. One performance in that room yields a finished Spatial Audio recording, a broadcast-ready mix and multicamera video. The gig is the shoot. Shows are livestreamed globally, and every London-based Apple Music Radio host now broadcasts from the same building.

SIX HUNDRED SEATS IS NOT A BUSINESS. It is a studio with an audience in it — the smallest room that still produces a crowd, wired so the crowd becomes an asset the moment it reacts.

THE NUMBERS ARE THE ARGUMENT. Three hundred thousand square feet by Ma Yansong of MAD Architects with Stantec. More than a hundred thousand of those square feet are gallery, across thirty-plus rooms. More than one thousand three hundred works in the inaugural exhibitions.

AND THE HANGING LIST IS THE REAL PROVOCATION. Artemisia Gentileschi and Norman Rockwell. Frida Kahlo and Robert Colescott. Vincent van Gogh, George Bellows, Jacob Lawrence, Diego Rivera, Judith F. Baca — beside Frank Frazetta and Robert Crumb. A fantasy paperback illustrator and an underground cartoonist, in the same institution, under the same argument: that a picture telling a story is one category, not two.

GEORGE LUCAS PUT IT PLAINLY — the museum "was created to honor humanity's stories and the artists who illustrate them." Mellody Hobson named the ambition: "We wanted a museum unlike any other — one that brings people from every walk of life through the same doors."