EXCLUSIVE: Kevin Hart often fields jokes about his height, and now he’s planning to shrink down the size of his original productions. Hart’s production company, Hartbeat, will make vertical originals for microdrama platform aTwist.
A strategic partnership between Hartbeat and aTwist – the vertical video service led by veteran TV industry execs Jana Winograde, Susan Rovner and Lloyd Braun – will see them team on more than 20 original microseries. These will sit in a dedicated Hartbeat destination on aTwist, which operates as a studio and a platform.
The slate will also be anchored by adaptations of bestselling author Blake Karrington’s book series, which will be produced in partnership with Upscale Productions, which counts Karrington among its senior team.
“Our vision for aTwist has always been to build a home for quality microseries – one that sparks passionate fan communities and provides a trusted platform for talent, creators and brands,” said Jana Winograde, CEO of aTwist. “Partnering with Hartbeat is another step in bringing globally recognized entertainment brands to aTwist and building a destination where broad reach and great storytelling can live side by side.”
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“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 through our partnership with Upscale Productions, for millions of readers who are already devoted fans before episode one even airs. 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.”
aTwist has been seeking to carve its niche in the vertical video world by closely aligning with Hollywood figures, and has already struck content deals with the likes of The Bold and the Beautiful’s creative chief Bradley Bell, Paramount’s BET and Jesse Tyler Ferguson and Justin Mikita for a musical microseries. It also hired America’s Culinary Cup showrunner Josh Silberman to lead an unscripted push.
“We’ve had the pleasure of working with Kevin and Jeff on many projects over the years, and have seen firsthand the power of their storytelling and the connection they build with audiences,” said Rovner, Chief Creative Officer of aTwist. “Hartbeat has built brands that audiences genuinely love, and we’re excited to bring that work to aTwist through original programming and an expanding slate of microseries.”
aTwist currently has more than 20 series in production across scripted, unscripted and animation. For Hartbeat, the news comes soon after Hulu renewed its stand-up specials, LOL Live, and Netflix ordered a second season of Funny AF with Kevin Hart.
Last week, a major report from Owl & Co on vertical video suggested the sector could be worth as much as $150B this year.
