aTwist is building out its Hollywood roster. The U.S.-based vertical storytelling platform has announced a strategic partnership with Hartbeat, Kevin Hart’s global entertainment company, to produce more than 20 original microseries exclusively for the platform, with a dedicated Hartbeat destination coming to aTwist.
The slate will include original comedy microseries under the LOL umbrella and will be anchored by adaptations of Essence number one bestselling author Blake Karrington’s book series, which has sold millions of copies. Those adaptations will be produced in partnership with Upscale Promotions and Entertainment, a production company founded by Malik Davis.
“I’ve spent my career building audiences for stories the mainstream overlooked, and the most strategic way to do that has always been to start with an audience that already exists,” said Jeff Clanagan, President and Chief Distribution Officer of Hartbeat. “That’s the thinking behind bringing Blake Karrington’s extensive catalog to vertical. Hartbeat is building the slate. With Susan, Jana and Lloyd, aTwist is building the platform. Together, we’re here to serve this passionate audience with the best in storytelling.”
The partnership marks another step in aTwist’s push to align with established Hollywood brands. As we previously reported, the platform recently announced a partnership with BET to develop and distribute microseries across linear and vertical platforms through a first-of-its-kind windowing model. aTwist has also struck deals with The Bold and the Beautiful creative chief Bradley Bell and Jesse Tyler Ferguson and Justin Mikita for a musical microseries.
Led by former Showtime president Jana Winograde, former NBCU Content chairman Susan Rovner and former ABC Entertainment Group chairman Lloyd Braun, aTwist currently has more than 20 series in production across scripted, unscripted and animation. The platform operates as both a studio and a distribution engine, designed for mobile-first vertical viewing.
Microseries, typically 40 to 60 episodes of one to three minutes each, represent a fast-growing global category estimated at $10 billion annually worldwide.