Multi-platform production company Studio71 couldn’t wait for its NewFront presentation in New York this afternoon to make its big announcement. This morning, Dwayne Johnson (a.k.a. The Rock) posted on Instagram that his production company, Seven Bucks Productions, co-founded with Dany Garcia, had partnered with Studio71 to create a new YouTube channel Seven Bucks Digital Studios, debuting this summer.
“Other than my family, social media is my strongest relationship and it’s allowed me to connect on a very direct and personal level with fans globally,” said Johnson, who has 100 million followers across his social accounts.
The Seven Bucks Digital Studios channel will feature Johnson’s personal videos and spotlight Seven Bucks Productions’ projects — which include movies such as Paramount’s “Baywatch” and New Line Cinema’s “Shazam” and HBO’s “Ballers” — as well as the work of other creators who share his work ethic and creative drive. It will also feature monthly collaborations with top digital native talent and an action-filled scripted online series.
Studio71’s Seven Bucks announcement was definitely the sexiest of its NewFront day, but the company did follow with a few programming reveals at the event itself, which was held at the NYU Skirball Center for the Performing Arts:
- “Text Committee”: Actor and social media phenomenon Matthew Espinosa leads a secret group from another dimension devoted to saving people from social media disasters such as making the wrong comment or liking the wrong video.
- “Family Fun Day”: A behind-the-scenes look at the popular family channel Family Fun Pack.
- “Coolest Thing I’ve Ever Made”: Hosted by Matthew Santoro, the King of YouTube facts, the weekly series showcases the most insane backyard inventors, creators and makers.
- “Good Mythical Crew”: A series showcasing the crew behind Rhett & Link’s online talk show “Good Mythical Morning,” which averages 1.4 million viewers per episode. (Premiered in April.)
Studio71 also presented five case studies of influencers from its network who have partnered with brands and agencies, and announced that two brands are re-upping their deals with the company:
- Hormel Black Label Bacon signed on for a third year as the official bacon of online cooking show Epic Meal Time.
- Smashbox Cosmetics revealed it will be partnering with Studio71 for another year of “Made at Smashbox,” which opens the doors of the beauty brand’s Smashbox Studios in L.A. to new media style influencers and allows them to shoot custom fashion and beauty content with state-of-the-art equipment. Smashbox also announced that it will launch a limited-edition shade of their new Always On Liquid Lipstick created by Studio71 star Lilly Singh (a.k.a. IISuperwomanII), titled Bawse.
“Influencer marketing works. It just has to be done right,” said Reza Izad, CEO of Studio71. “Which is why Studio71 focuses on super influencers and producing great creative that is authentic to both brand and influencer in order to engage super fans who will multiply the effect.”
Headquartered in Berlin and Los Angeles, with offices in New York, Detroit, San Francisco, Toronto, London and Vienna, the company oversees everything from series development to merchandise. It has also worked with major brands including Aeropostale, Coca-Cola, Dunkin Donuts, Estee Lauder, Nissan, Wendy’s and Verizon.