ESSENCE Is Getting A New Streaming Channel Thanks To A Partnership With Kevin Hart’s Media Company
Hartbeat, the global entertainment company founded by Kevin Hart, and Sundial Media & Technology Group (SMTG), the parent company of ESSENCE, AFROPUNK, and Refinery29, have partnered to launch an ESSENCE-branded FAST (Free Ad-Supported Streaming Television) channel.
This partnership comes at a crucial time, as Black viewership on Connected TV (CTV) and FAST platforms is experiencing significant growth; however, programs specifically targeted at Black women on major streaming platforms are limited.
“We’re proud to introduce an ESSENCE-branded FAST channel that elevates the voices, experiences, and culture of our audience, offering access to curated, empowering content whenever and wherever she wants it,” Michele Ghee, ESSENCE Chief Content Officer.
An ESSENCE-Branded FAST Channel
The ESSENCE brand channel will feature a variety of acquired programming from SMTG’s library, as well as original content produced through the partnership, as stated in a press release. Hartbeat’s production team will create exclusive content that celebrates the experiences, achievements, and cultural impact of Black women.
Heartbeat and ESSENCE will collaborate with experienced Black female actresses, writers, and directors, providing them with a platform to create content that authentically represents the community. It will also provide sustainable funding for premium programming and create new revenue streams for Black women in the creative industry.
Kevin Hart becoming Hartbeat’s CEO
In January, Hart became CEO of Hartbeat Productions. Two CEOs left the company within 15 months, while nearly 20 employees were dismissed during the same period. These layoffs reflect the challenges that all independent production companies are facing during Hollywood’s period of austerity. Production companies are struggling to sell many shows, forcing major studios and networks to limit their output and budgets.
In 2022, Hartbreat raised $100 million from Abry Partners at a valuation of $650 million. Though it isn’t a small production company, it isn’t large enough to be a studio. This latest partnership could be significant for Hartbeat’s growth.
Image: Paul Morigi
