Social-media star Lauren Giraldo, who has more than 5 million followers online, has closed a deal with Covert Media to produce a Latina docu-series set in Miami.
Casting for the series has begun in the U.S., with production targeted to start in the fall. Covert Media, which is developing and producing the show, aims to land distribution on a cable TV network.
As part of the casting process, producers will reach out to Giraldo’s digital fanbase to ask them to submit one-minute bio videos showing how they and their friends identify with the Miami Latino lifestyle.
“I couldn’t think of a better team to work with on a project that hits so close to home,” said Giraldo.
Saul Goldberg, head of unscripted television at Covert Media, will exec produce alongside Giraldo and Scale Management’s Clayton Santillo. “In Lauren Giraldo we could not be working with a more authentic partner to dive into this rich, diverse culture that is hungry for real-life programming arising out of itself,” Goldberg said.
The 18-year-old Miami native grew up performing in musical theater, and is now recording new music to be released this year. Giraldo has worked with brands including Clean & Clear, Warner Bros., Smashbox Cosmetics and Coca Cola, and has been a presenter at Univision’s “Premio Lo Nuestro” Latin music awards show.
WME negotiated the production deal between Covert Media and Giraldo. She is repped by Clayton Santillo of Scale Management, WME and SGSBC.
Covert Media launched in August 2015 as a partnership between private-equity fund Media Content Capital and film-industry vet Paul Hanson, former COO of Annapurna Pictures.