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. 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. The deal with Fox is its first formal agreement for vertical video.
The partnership continues a broader push into the creator economy by Fox Corp. Earlier this month, the company highlighted its launch of Fox Creator Studios and branding initiative Creators@Fox at a presentation to advertisers at CES in Las Vegas. Along with efforts by streaming service Tubi and podcast outfit Red Seat Ventures, Fox Entertainment is involved with projects revolving around food and talent like chef Gordon Ramsay and YouTube baker Rosanna Pansino.
“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.”
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 data.
“As we introduce Dhar’s creative vision to this new format and era of entertainment, it became clear that Fox Entertainment and Holywater are partners that truly understand what this scope of ambition requires,” said Dhar Mann CEO Sean Atkins and Erin McFarlane, Dhar Mann Studios’ newly appointed Head of Vertical Content, in a statement. “Rob and his team are both embracing innovation and investing in it, affording us an unprecedented level of creative autonomy and resources needed to build something that has never been done before at this scale. That combination allows us to reach new and existing audiences in powerful ways while staying true to Dhar’s positive and resonant storytelling.”
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.”
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