Digital

Conde Nast’s The Scene picks up “HeyUSA”

Conde Nast Entertainment's video hub The Scene has picked up exclusive window rights to Grace Helbig and Mamrie Hart's road trip series HeyUSA.
August 20, 2014

Conde Nast Entertainment’s video hub The Scene has picked up exclusive window rights to Grace Helbig and Mamrie Hart’s road trip series HeyUSA.

The show will premiere Oct. 15 on TheScene.com, a platform that curates videos from across the publisher’s network of brands, as well as those produced by media partners such as BuzzFeed and JASH.

Produced by Astronauts Wanted, HeyUSA is about the YouTubers’ eight-week summer road trip across the States. Helbig and Hart’s popularity among millennials makes their latest project simpatico with The Scene’s audience, said Whitney Howard, senior VP of business development and strategy for CNE, in a statement.

HeyUSA is a perfect example of the type of engaging, premium programming that will find a home on The Scene and resonate with our audience of influential millennials,” she said.

HeyUSA was created by Billy Parks and Nick Shore of Astronauts Wanted, a transmedia youth content brand helmed by Judy McGrath, former CEO of MTV Networks. Parks and Shore are executive producing the series with Bleecker Street Entertainment’s Ken Treusch.

heyUSAParks, chief content officer of Astronauts Wanted, likens Helbig and Hart’s friendship to that of Lucy and Ethel, or Tina and Amy. “The amazing relationship with their audience inspired us at AW.

“We wanted to honor that connection by building a program that their audience not only participates in, but co-creates. We sought to enable a real social conversation and give their fans a show they could call their own.”

Helbig and Hart’s travel was inspired by fan suggestions. AW has been making behind-the-scenes episodes for the series since the show was announced at VidCon in June. Teaser clips have so far generated more than six million views on YouTube across AW, as well as Helbig and Hart’s channels — before the show has even aired. There have also been three million engagements across Tumblr, Twitter, Instagram and YouTube, according to the company.

After premiering on The Scene, HeyUSA will stream across all of CNE’s distribution partners including YouTube, AOL, Yahoo, Roku and Dailymotion.

Photo by Maddie Cordoba/Courtesy CNE. 

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About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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