Time Inc.’s Instant, a mobile video platform dedicated to the “new famous,” made its official bow today at VidCon at the Anaheim Convention, where it unveiled its “Launch Squad,” a group of digital artists who will create original content for Instant and be covered extensively by the platform, as well as work with its editorial team on events and live programming.
The initial members of the Launch Squad include Baby Ariel, Musical.ly’s #1 artist; Jake Paul, Vine star and cast member of Disney Channel’s “Bizaardvark”; YouNow star RudanC; multi-platform actress/comedian/singer Teala Dunn; fashion and beauty guru Mia Stammer (aka MamaMiaMakeup); and “petfluencer” DJ Mini Matt, whose owner is YouTube star Justine Ezarik (a.k.a. iJustine).
Instant’s also revealed its slate of original series at launch:
- “You Should Follow”: A series that sets up to uncover social up-and-comers on the brink of becoming the new famous.
- “Just the Tip”: Digital artists, celebs, and Intant editors provide the essential tips and tricks on how to instantly become the next big social star or digital guru.
- “The Instant Mix”: An curated set of covers of the hottest tunes to wake you up in the morning, sometimes by a surprise musical guest or deejay.
- “Around the World — In an Instant”: Audiences will discover the best new digital artists overseas, cultural phenomenons, and global movements that are taking the web by storm
Instant will be working with a selection of the most popular creators from HelloGiggles — the female millennial-targeting brand acquired by Time Inc. in October 2015 — to produce original and syndicated franchises for the platform, and partnering with Musical.ly and YouNow to create programming, including custom videos with Baby Ariel and Musical.ly’s “Muser Monday,” a weekly Instant series that will invite users to participate in mash-ups and music video themes.
Instant will also partner with YouNow on “IRL,” a weekly show that will follow host RudanC on tour as he breaks down the biggest happenings in the digital space and interviews special guests.