Gwyneth Paltrow, Gary Vaynerchuk, Will.i.am To Star In Apple’s First Original Series

Apple is adding some star-studded pizzazz to its first original series, Planet Of The Apps — a promotional vehicle of sorts that’s being billed as a reality competition to find the next great mobile app. Goop mastermind Gwyneth Paltrow, famed entrepreneur and investor Gary Vaynerchuk, and the musician/tech-head will.i.am have joined the series as mentors and advisors. Paltrow and will.i.am will also serve as executive producers.

Media veterans Ben Silverman and Howard Owens are developing Planet Of The Apps through their nascent production venture, Propagate. An open casting call is currently underway through Aug. 26. Aspiring app makers will have the opportunity to win a featured spot in Apple’s App Store and up to $10 million in VC funding.

“Developing and launching a business based on your own original idea can be exhilarating, but intimidating,” Paltrow said in a statement. “This is a great opportunity to be part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples’ lives.”

Vaynerchuk, for his part, said Planet Of The Apps is “potentially the most innovative show for entrepreneurs in the business sphere.” Adds will.i.am, an early investor in Beats — which Apple scooped up for $3 billion in 2014: “As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine.”

The first season of Planet Of The Apps will be set in Los Angeles, and filming is slated to kick off later this year. It is is still unknown when the series will premiere and how it will be distributed.