Kevin Hart’s production company Hartbeat is expanding into vertical storytelling through a new partnership with aTwist, the microdrama platform founded by veteran television executives Jana Winograde, Susan Rovner and Lloyd Braun.
The partnership will see Hartbeat develop more than 20 original microseries for a dedicated destination on aTwist, which operates as both a studio and a vertical video platform.
Hartbeat Brings Blake Karrington’s Books to Vertical Video
The upcoming slate will include adaptations of bestselling author Blake Karrington’s book series, produced in partnership with Upscale Productions. The projects will bring Karrington’s existing fanbase to the fast-growing microdrama format.
Jeff Clanagan, President and Chief Distribution Officer of Hartbeat, said the company sees vertical storytelling as an opportunity to connect established audiences with new formats and original programming.
For aTwist, the deal is part of its strategy to build a home for premium microseries while working with established Hollywood talent and entertainment brands.
aTwist Expands Its Microdrama Slate
aTwist currently has more than 20 series in production across scripted, unscripted and animation. The platform has also announced partnerships with names including The Bold and the Beautiful creative chief Bradley Bell, BET, Jesse Tyler Ferguson and Justin Mikita.
The Hartbeat deal comes as the vertical video and microdrama market continues to expand, with the format attracting growing interest from major entertainment companies and creators.
For Hartbeat, the partnership follows recent activity around Kevin Hart’s projects at Hulu and Netflix, including LOL Live and Funny AF with Kevin Hart.
‘Funny AF with Kevin Hart’ is Looking for the Funniest
