Popsugar touts itself as the number one digital lifestyle brand for young women, and in its latest NewFronts delivery, it shared more upcoming programs that will continue to corral its target audience. To power that slate, it has partnered with several other established content producers, including Onion Studios, SoulPancake, and Broadway Video’s Mas Mejor.
Those three companies will each launch their own comedy series alongside Popsugar. Onion Studios will poke fun at mommy bloggers with EveryMom, SoulPancake will imagine a DIY version of The Bachelorette with The Matchelorette, and Mas Mejor — which Broadway Video launched last year to provide a home for Latino creators — will combine humor and Cuban recipes with Cooking Rodriguez.
Popsugar’s brand includes more than just comedies, and its other NewFronts announcements included a partnership with Lean In, a new analytics suite called Popsugar Motion, and a new vertical called Glow, which seems to be emulating the social-friendly success of BuzzFeed ventures like Tasty. The media company also announced that Class Fitsugar, its popular fitness series, will soon be adapted into a daily TV format.
Here, via a Popsugar press release, are details about all the shows the network discussed during its presentation:
POPSUGAR has expanded its successful relationship with Broadway Video through Más Mejor, Broadway Video’s new premium comedy studio powered by Latino voices, in partnership with POPSUGAR Latina. The first project is a scripted comedy, Cooking Rodriguez, created by Marlena Rodriguez (writer on season 2 of Unbreakable Kimmy Schmidt). COOKING RODRIGUEZ follows Penelope, an aspiring YouTube host, as she cooks her way through her grandmother’s Cuban recipes and, despite her best efforts, falls victim to kitchen mishaps and her grandmother’s sharp tongue.
EveryMom is POPSUGAR’s first project developed through a new partnership with Onion Studios. The scripted show is from the development arm of The Onion, the nation’s leading comedy and news satire brand. The comedy series is about America’s most popular new mommy influencer, who is secretly a single, childless 27-year–old dude living in Brooklyn, NY. The show both satirizes mommy -influencer culture and millennial entitlement while celebrating motherhood. The series was created by The Onion’s editorial director, Josh Modell, who was inspired to create the series based on the experience of having his first child.
The Matchelorette is a real-life romantic comedy that follows two best friends as they right swipe enough matches to stage their own DIY version of a Bachelorette-style competition. That’s right, from their tiny bungalow, the search for love (or at least a viable crush) is on . . . unbeknownst to the suitors. The series is produced in partnership with SoulPancake, Rainn Wilson’s award-winning media brand that has become the most recognized name in meaningful entertainment by creating inspiring, uplifting, shareable, and socially relevant content about the human experience.
Finding Fido: The Dog Who…
Finding Fido: The Dog Who… tells the emotional true stories of dogs who’ve changed their owners’ lives forever. At the end of each episode, the hero dog will be photographed by famous dog photographer Seth Casteel, capturing a one-of-a-kind image and presenting it to the owner. The online series is inspired by cable network Z Living’s (which has a TV series partnership with POPSUGAR) upcoming television show Finding Fido, produced by 3 Ball Entertainment (The Biggest Loser). The series will also partner with organizations to promote awareness for dog adoption.
A Beautiful World
When it comes to beauty, every culture plays by its own rules — and POPSUGAR’s audience is fascinated with them. In A Beautiful World, actress and blogger Jamie Chung will explore the beauty rituals that have come to define cultures all over the world. From skin care practices handed down through generations to new and exotic regimens women swear by, Jamie will uncover the world’s best beauty secrets that millennial women all over the world look to for inspiration.
Pretty Unfiltered is a new series based on the belief that a key to beauty is embracing yourself and celebrating what makes each of us unique. In Pretty Unfiltered, some of the internet’s most influential women, including Lilly Singh, Shay Mitchell, Grace Helbig, and Felicia Day — and many more — join host Kirbie Johnson to share their personal stories, insecurities, and struggles all in the name of championing differences and learning to find acceptance.
GLOW by POPSUGAR
Glow by POPSUGAR is a new brand and channel focused on well-being that will offer content to inspire and help our audience to glow by eating healthier, exercising more, and lowering stress — and having fun doing it all. Videos like our popular Flat-Belly Salad, 3 Smoothies For Weight Loss, and Workout Snacks Under 200 Calories are all crafted to be easily shared and incorporated into your life. Look for our new Glow channel on Facebook, YouTube, Snapchat, Instagram, and, of course, POPSUGAR.
Lens by ShopStyle
In this new series, audiences will follow our style-hunting tandem on the road as they discover and film what fashion looks like — right now — all across the country. They will capture everyone from real girls to top influencers for the first-ever all-video fashion Instagram. You’ll be able to see the looks immediately, in video, on the Lens by ShopStyle Instagram, as well as watch the series to experience what it’s like to shoot the world’s most interesting fashion. This is the first original video series from POPSUGAR sister brand ShopStyle, the powerful digital shopping platform.
NEWS AND CULTURE:
POPDOCS is POPSUGAR’s foray into documentary filmmaking, news, and inspiring long-form reporting. The first theme — Women Breaking Barriers — is a 32-part series sponsored by Chevrolet. Our approach to storytelling focuses on game-changing talent, a deeper exploration of mainstream trends and under-the-radar movements, and important events and themes that are relatable and relevant to POPSUGAR’s young female audience.
Know Your Vote
POPSUGAR believes it’s critical for its audience to be informed and engaged in issues that will impact their lives — and the audience has responded strongly. As we progress toward an election that will have a major impact on the lives of young women, we are launching Know Your Vote,our reporting initiative focused on delivering the facts and important stories around the presidential election. Further, as part of POPSUGAR’s shift to including issue-related content, the company announced a partnership with Rock the Vote focused on registering millennial women to vote in the presidential election. Our goal is to get 1 million people registered to vote. And we’ll do it!