Sharon Horgan and Clelia Mountford’s London-based prodco Merman has unveiled Mermade, their new digitally-focused arm, specializing in non-broadcast content for social and streaming platforms, with a focus on short-form episodic series.
Merman global managing partners Jeremy Rainbird (pictured left) in London and Kira Carstensen (second from left) in Los Angeles will run Mermade, alongside the company’s co-founders Horgan (second from right) and Mountford (right).
The board of Mermade will include non-executive directors Rene Rechtman and Dan’l Hewitt, who both previously worked at Disney as head of non-linear media and VP of non-linear programming, respectively, and at Maker Studios.
Former Channel 4 and All4 commissioning editor Joshua Buckingham will serve as Mermade’s UK managing director.
Melanie Donkers, previously in digital development at Pulse Films and Fullscreen, joins the team as development director for the U.S.
The news comes on the heels of Merman, founded in 2014, expanding into LA and New York and launching its branded entertainment and advertising division in the U.S. and UK in 2017.
“The digital space allows us to create a format that fits the idea, instead of creating an idea to fit the format. The idea comes first,” said Horgan in a statement. “It’s about working with diverse creators and blurring the lines between TV, film and branded entertainment.”
“Mermade is very much an extension of Merman,” added Carstensen. “We make scripted and non-scripted premium short form episodic entertainment, brand-funded and beyond, for audiences who consume their content online and who are attracted to the truthful and irreverent shows they have come to expect from the Merman brand.”