×

Hearst Magazines Plans Clevver Relaunch From New Production Studio at Santa Monica Airport (EXCLUSIVE)

New York-based Hearst Magazines has established an L.A. outpost for video production — where Clevver, its recently acquired network of entertainment news YouTube channels, will be gearing up for a relaunch within the next few weeks.

The publishing group opened a new, 20,000-square-foot multimedia production studio in Santa Monica, Calif., which will serve as a hub for its magazine brands’ original productions and Clevver, which was left stranded after former parent company Defy Media shut down last fall.

Clevver’s YouTube channels have largely been dormant since early November, when its employees were let go with Defy’s shuttering. The Clevver team that Hearst Magazines has rehired will resume producing videos within the next two weeks, according to a company rep. Those staffers include Jill Irvin Burriss, senior creative director of Clevver Style; the Hearst rep declined to identify which Clevver hosts are on board. (Pictured above: The set of Clevver News’ “Daily Hollywood Rundown” in the new Santa Monica facility.)

The studio space, located at the Santa Monica Airport, will build on Hearst Magazines’ original entertainment projects. Those have included TV series like “Ready, Set, Pet” for the CW Network, and digital series including “This Is How I Made It,” “The Braid Up,” “Song Association” and “Go to Bed With Me.” The company also will use the studio for photo shoots and video productions across Hearst Magazines’ portfolio of titles including Cosmopolitan, Elle, Esquire and Harper’s Bazaar.

Popular on Variety

“A robust presence on the West Coast is a natural next step for us as we continue to expand our creative capabilities and deepen our talent pool,” Hearst Magazines president Troy Young said in a statement. “Video has been a consistent growth driver for us and this studio will further enhance the quality and quantity of our entertainment offerings.”

Michael Mraz, VP of Hearst originals and development, is heading the new studio. He’ll remain based in New York and split his time between NYC and in Los Angeles. He joined the company in 2014 and previously led digital content teams for Esquire, Esquire U.K., Road & Track, Car and Driver, Popular Mechanics and Town & Country before joining development team in 2016.

“The new studio — and having the Clevver teams based there — will be a game-changer for us,” Mraz said. “It will enable us to be more ambitious with our development slate for Hearst Originals, learn from some of the very best of YouTube natives, and find new ways to cross pollinate ideas, talent, and brands between New York and L.A.”

Hearst Magazines, a unit of Hearst, claims its print and digital properties reach a combined audience of 146 million readers and visitors monthly, including 73% of U.S. women. The company publishes more than 300 editions and 240 websites around the world, with more than 25 brands in the U.S.

More Digital

  • Xumo on LG TV

    Comcast Acquires Xumo Free-Streaming Video Service

    Comcast announced that it has acquired Xumo, a free advertising-supported streaming service, from previous owners Panasonic and Meredith Corp. Financial terms of the deal were not disclosed. Comcast paid more than $100 million for Xumo, CNBC reported. Xumo will continue to operate as an independent business unit inside Comcast Cable, the company said. Xumo offers [...]

  • La unidad

    Berlin: European VODs Innovate, Create to Stay Afloat in Global Streaming Wars

    Netflix and other streaming giants might be setting the pace for a global TV landscape upended by video-on-demand technology, but European players are shaking up domestic markets by ramping up investment in original production, forging unlikely partnerships, and looking to beat Netflix at its own game by finding innovative ways to personalize the VOD viewing [...]

  • ABC News Live - David Hatcher

    ABC News Live Taps BuzzFeed's David Hatcher to Oversee Morning News Programming

    ABC News has recruited veteran TV producer David Hatcher as executive producer to oversee the morning news programming block for the ABC News Live streaming network. Hatcher most recently spent a year at BuzzFeed, where he was executive producer of morning news show “AM2DM” on Twitter. For ABC News Live, Hatcher will be responsible for [...]

  • Netflix-logo-N-icon

    Netflix Launches Top 10 Daily Rankings of Most Popular Titles by Country

    Netflix is taking top 10 lists of its most popular streaming content to members across the globe. Starting Monday (Feb. 24), Netflix said, it is rolling out a new row in its interface that will show the overall top 10 titles in a subscriber’s country, as well as the top 10 most popular series and [...]

  • Parasite

    'Parasite' Will Stream Exclusively on Hulu in U.S.

    Hulu has exclusive U.S. streaming rights to “Parasite,” the film that made history as the first foreign-language film to win best picture at this year’s Oscars. Under a deal with indie studio Neon, “Parasite” will be available on Hulu beginning Wednesday, April 8, the Disney-controlled streamer announced. The movie from filmmaker Bong Joon Ho won [...]

More From Our Brands

Access exclusive content