Dwayne “The Rock” Johnson is muscling his way onto YouTube in a big new way.
Seven Bucks Productions, co-founded by Dwayne Johnson and Dany Garcia, this summer will launch a new YouTube channel in partnership with Studio71, the digital entertainment company and multichannel network owned by ProSiebenSat.1 Group.
The new channel, Seven Bucks Digital Studios, will feature the Rock’s own videos as well as showcase his production shingle’s other projects along with other creators. The YouTube channel promises monthly collaborations with top digital talent as well as an “action-filled” scripted online series.
“Other than my family, social media is my strongest relationship and it’s allowed me to connect on a very direct and personal level with fans globally,” Johnson said in a statement. “We’re thrilled to partner with the world-class team at Studio71 to deliver cool, compelling and entertaining content for audiences around the world to enjoy.”
Johnson’s existing YouTube channel, which has served as an outlet for trailers and video from his projects, has about 58,000 subscribers and has been infrequently updated.
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#NEWFRONTS EXCLUSIVE: Here comes the best, biggest, bad ass, baldest YouTube channel ever! Ok, maybe not bald 'cause a bald YouTube channel is weird, but our SEVEN BUCKS DIGITAL STUDIOS is shaping up to be awesome. We and our partners @Studio71US have some very cool content coming your way. Expanding @sevenbucksprod into the digital space is a passion of ours and we're fired up to create a platform for the immensely talented digital filmmakers around the world and also curate content that's entertaining, provocative and funny AF – as we say in the streets. THIS SUMMER. #SevenBucksDigitalStudios #Studio71 #YouTube #ItOn 💪🏾👍🏾🖕🏾🦄
“Through Seven Bucks Productions, Dwayne Johnson and Dany Garcia have built an entertainment brand that crosses all mediums, and we see this as an organic expansion of Johnson’s huge online presence,” said Dan Weinstein, president of Studio71.
The Seven Bucks Productions slate includes movies such as Paramount’s “Baywatch,” New Line Cinema’s “Shazam,” Universal Pictures’ “The Janson Directive” and DreamWorks Animation’s “Alpha Squad Seven.” The company also produces original TV series including TNT’s “The Hero” and “Wake Up Call,” HBO’s “Ballers” and Spike TV’s “Rock the Troops.”
The plans for the Seven Bucks Digital Studios channel were among the announcements being featured at Studio71’s Digital Content NewFronts presentation to ad execs Tuesday in NYC. In the U.S., Studio71 was previously known as Collective Digital Studio.
Also at the NewFronts event, Studio71 announced that Hormel Black Label Bacon signed on for its third year as the official bacon of “Epic Meal Time,” the cooking network hosted by Harley Morenstein, and that it is working with Smashbox Cosmetics for another season of the “Made at Smashbox” series featuring social-media style influencers.
In addition, the company highlighted four new shows: “Text Committee,” about averting social-media faux pas led by actor and social-media star Matthew Espinosa; “Family Fun Day,” a day-in-the-life look at YouTube’s Family Fun Pack; “Good Mythical Crew,” taking viewers behind the scenes of Rhett & Link’s popular “Good Mythical Morning” talk show; and “Coolest Thing I’ve Ever Made,” a showcase of backyard inventors, creators and makers hosted by Matthew Santoro.
Studio71’s network of 1,200 channels generates some 5 billion monthly views, which the company claims gives it the highest numbers of views per channel of any YouTube multichannel network.