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VidCon: Dwayne ‘The Rock’ Johnson Launches New YouTube Channel (Video)

Action star continues to expand media empire with latest endeavor

Dwayne “The Rock” Johnson announced the official launch date of his new YouTube channel, Seven Bucks Digital Studios, during VidCon 2016 on Thursday.

The announcement came in the form of a video that started out as a supernatural action film, but quickly turned into Johnson realizing that he must launch his own new channel. The video was made in collaboration with Studio71.

Seven Bucks Digital Studios, which will launch on July 18, will extend Johnson’s social media presence, which already has more than 122 million combined followers.

The new channel will feature Johnson’s own videos, as well as spotlight projects from his production company, Seven Bucks Productions, along with other creators. The channel will also deliver monthly collaborations with digital native talent as well as an original scripted action series.

Johnson has been making a serious push into expanding his profile beyond acting and in recent years. In addition to returning to his wrestling roots as The Rock at Wrestlemania, he recently launched Project Rock, a new lifestyle brand. Among the products he has already debuted are Project Rock bags, produced in collaboration with Under Armour.

In May, he also launched the Rock Clock. The free app functions by users entering a personal goal, choosing a completion date and setting a morning alarm, which features 25 alert tones, all curated and personally selected by Johnson.