Crackle is spicing up its lineup with a new player, “StartUp.” The series, starring Adam Brody, Edi Gathegi, Martin Freeman, and Otmara Marrero, follows a group of unlikely allies in the quest to launch a bitcoin-like venture. But how will this newcomer do against heavyweights like Hulu and Netflix originals?

“I think there’s room in the market for a lot of players. There’s no one silver bullet solution, but as people start to create their own new bundle of streaming services, there is room for high quality content that is free,” said Eric Berger, exec VP of digital for Sony.

The Emmy nomination Crackle received (for Jerry Seinfeld’s “Comedians in Cars Getting Coffee”) served as a stamp of approval for the content they’re producing. Berger added that “it’s a great feeling to be supported in that way by your peers.”

The show takes place in Miami — not your usual location for startups. But for creator and showrunner Ben Ketai, it was the perfect location.

“We have a show that deals with dirty money and corruption and the perfect place was Miami,” Ketai said.

Ketai also thinks that this new show will be what really makes Crackle a true competitor.

“They are now creating content that will be able to compete with streaming services. Our show is hopefully a really strong start to that,” added Ketai.

StartUp” star Gathegi echoed Ketai’s sentiments, saying that although Crackle is lesser known, they are really making a mark by producing high-quality content.

“Television is changing. You’d be foolish to not take the gamble. But you know, it’s a risk. We don’t know if people are going to watch the show. But if they do then we can be that show that people talk about, but that doesn’t happen without risk,” Gathegi said.

“StartUp” premieres Sept. 6 on Crackle.