Key Takeaways:
- Fox Entertainment has partnered with Dhar Mann Studios to produce scripted programming for the MyDrama app.
- The partnership will result in an initial slate of 40 narrative videos, with worldwide distribution managed by Fox Entertainment Global.
- Dhar Mann Studios has a total audience of 163 million followers across all platforms, and this deal marks its first formal agreement for vertical video.
- The partnership is part of Fox Corp’s broader push into the creator economy, which includes the launch of Fox Creator Studios and branding initiative Creators@Fox.
- The deal is also part of a larger trend of media companies investing in vertical video, with companies like Disney and Meta also making significant investments in the space.
Introduction to Fox Entertainment’s Partnership with Dhar Mann Studios
Fox Entertainment is furthering its ambitions in vertical video, inking a scripted programming pact with Dhar Mann Studios. Videos made under the auspices of Mann, a popular scripted creator, will be hosted on the MyDrama app. MyDrama is owned by Holywater, the vertical platform in which Fox last year acquired an equity stake. This partnership marks a significant investment in the creator economy by Fox Corp, and is part of a broader trend of media companies looking to capitalize on the growth of vertical video.
The Partnership’s Goals and Objectives
Plans call for an initial slate of 40 individual narrative videos ticketed for My Drama. After the initial digital launch, the videos’ worldwide distribution windows will be managed by Fox Entertainment Global. Mann’s studio creates videos with a total audience of 163 million followers across all platforms, and this deal marks its first formal agreement for vertical video. The partnership continues a broader push into the creator economy by Fox Corp, which earlier this month highlighted its launch of Fox Creator Studios and branding initiative Creators@Fox at a presentation to advertisers at CES in Las Vegas.
The Growing Trend of Vertical Video
Compelled by the stratospheric growth of TikTok in recent years, a number of other players have entered the vertical video arena. Along with digital and social giants Meta and YouTube, media companies like Disney are also making vertical video a component of their overall strategies. Microdramas, a particular strand of vertical video, has also seen considerable investment of late, with Hispanic rivals TelevisaUnivision and Telemundo producing "micronovelas" as well as a raft of well-funded startups looking to replicate the format’s massive success in Asia. Holywater, which has 85 million global users, recently raised $22 million, its largest funding round to date.
The Partnership’s Benefits and Opportunities
"Dhar Mann’s inspiring, undeniable storytelling excellence and passionate audience have made him one of the most powerful and consequential voices in entertainment today," Fox Entertainment CEO Rob Wade said in a statement. "Entering the global vertical video arena in partnership with Fox and Holywater is an exciting next step in the studio’s remarkable trajectory. As leading partners to creators exploring this growing ecosystem, we’re primed to expand Dhar Mann Studios’ reach by super-serving his new and existing fans everywhere with this all-new, original vertical content." The partnership is expected to provide Dhar Mann Studios with the creative autonomy and resources needed to build something that has never been done before at this scale.
The Future of Vertical Video
Holywater co-founders and co-CEOs Bogdan Nesvit and Anatolii Kasianov called the partnership with Mann "the first step in our broader strategy to attract global creators and top-tier talent to vertical storytelling at scale." The deal is also part of a larger trend of media companies investing in vertical video, with companies like Disney and Meta also making significant investments in the space. As the demand for vertical video continues to grow, it is likely that we will see more partnerships and investments in this area, and Fox Entertainment’s partnership with Dhar Mann Studios is just the beginning.
Conclusion
In conclusion, Fox Entertainment’s partnership with Dhar Mann Studios is a significant investment in the creator economy and the growing trend of vertical video. The partnership is expected to result in an initial slate of 40 narrative videos, with worldwide distribution managed by Fox Entertainment Global. The deal marks a significant milestone in the growth of vertical video, and is part of a broader trend of media companies investing in this space. As the demand for vertical video continues to grow, it is likely that we will see more partnerships and investments in this area, and Fox Entertainment’s partnership with Dhar Mann Studios is just the beginning.
