Snapchat continues to beef up the content on its Discover Platform. The company has ordered new programming from Thumb Candy, the newly formed digital studio division of producer B17 Entertainment. As part of the new collaboration, “Nail The Look,” a new fashion competition Show, will launch on Thursday, September 7th, just in time for the start of New York Fashion Week.
Each episode features two “trendsetters” who compete to style the perfect look for an event in an exclusive showroom featuring the most popular streetwear on the market. The series is hosted by celebrity stylist Sophie Lopez and will highlight the latest trends while offering insider styling tips for the fashion curious.
Thumb Candy, which recently produced “The WWE Show” and “Dating Pool” series for Snap, was established by B17 principals and TV veterans Rhett Bachner and Brien Meagher, along with their partner Core Media Group.
“It is an incredible opportunity for Thumb Candy to be a producer of mobile-first content for a platform the caliber of Snapchat Discover,” Bachner and Meagher commented. “We see this as a completely new art form that is challenging us as producers to think outside of the parameters we operate within when producing for linear outlets.”
Thumb Candy is one of the first independent production companies tapped by Snap to produce original Shows for Discover. Currently, Snap has a show a day airing on Discover, and expects there to be three Shows each day by the end of this year.
According to ComScore, Snapchat is the third-most popular app among 18- to 24-year-olds in the U.S., two spots ahead of Instagram. And according to eMarketer, the platform is expected to be bigger than Facebook and Instagram in the U.S. by the end of 2017 among 12- to 17-year-olds and 18- to 24-year-olds. However, at least for now, this lock on younger generations hasn’t helped the company’s stock, which has been dropping since it went public back in March.