Step one: Introduce two characters (or bandmates) with especially compelling chemistry. Once you’ve realized that fans are really enjoying their character/bandmate interaction, film them interacting even more to generate interest.
Step two: Recognizing that you’re sitting on a goldmine of potential fans for this one pairing, court the fandom by both acknowledging the existence of the ship and embracing the fans who ship it.
As a bonus, make in-show references to the ship for funsies!
Step three: Once you realize that fans have latched on to the ship as the primary reason they’re watching the show or band, start to
freak outdistance yourself from the pairing and issue denials.
(Stop us if you’ve heard this one before.)