Kevin Hart Locks 20 Microseries in Exclusive aTwist Deal

Kevin Hart's Hartbeat will launch an exclusive, original microseries lineup on the aTwist platform this fall, the companies announced. The microseries service, which will debut Thursday, will feature a diverse range of original programming across various genres, including comedy, drama, unscripted, horror, and romance. aTwist CEO Jana Winograde expressed excitement about the collaboration, stating that their goal is to create a platform that not only fosters passionate fan communities but also provides a trusted space for talent, creators, and brands.

The Hartbeat microseries slate will include adaptations of bestselling author Blake Karrington's book series, produced in partnership with Upscale Productions. Jeff Clanagan, president and chief distribution officer of Hartbeat, explained that their strategy is to leverage the existing fan base of Karrington's work to build a wide-reaching entertainment destination. aTwist, founded by veteran TV industry executives Jana Winograde, Susan Rovner, and Lloyd Braun, has already secured partnerships with BET, National CineMedia, and "The Bold and the Beautiful" creative chief Bradley Bell.

Additionally, Jesse Tyler Ferguson and Justin Mikita have been recruited to produce a musical microseries for the platform. Currently, aTwist is in the midst of producing over 20 series across scripted, unscripted, and animation formats, building a strong library of premium original microseries. The microseries industry, which encompasses vertical-native apps and live shopping platforms, is projected to reach $150 billion in revenue outside of China, marking a 42% year-over-year growth, according to a recent report by Owl & Co. This data includes advertising, consumer, and shopping take-rate revenue generated across platforms such as TikTok, Instagram, Facebook Reels, YouTube Shorts, and other microdrama apps.