Astronauts Wanted, Focused on Gen Z Viewers, Joins the 2017 NewFronts Schedule

Content creator is a venture with Sony Music Entertainment

Source: Astronauts Wanted

More Gen Z storytellers are joining the lineup of presenters at the Digital Content NewFronts this year. Astronauts Wanted, a production company that focuses on episodic content, feature films and experimental storytelling for new platforms, will make a NewFronts pitch for the first time.

Launched in 2013, Astronauts Wanted connects a young audience with entertaining digital influencers, often through brand partnerships. HeyUSA, a travel series starring Grace Helbig and Mamrie Hart, was a partnership with Condé Nast’s The Scene.

HeyUSA saw Mamrie Hart and Grace Helbig travel around the country based on suggestions from fans online.
Astronauts Wanted

According to Judy McGrath, Astronauts Wanted’s president, the company is continuing to tackle branded content, but in an even bigger way.

In January, Astronauts Wanted produced a study and presented its findings at the Sundance Brand Storytelling conference. The study found multiple, unique new facts about the younger generation many marketers are interested in reaching.

“We dug deeply into what makes Gen Z tick, what will be their unique and hallmark qualities,” said McGrath. “We know that providing insights for marketers will be core to how we grow and succeed on their behalf.”

Astronauts Wanted is a joint venture between McGrath and Sony Music Entertainment. Lee Stimmel, head of original content for SME will join the company’s NewFronts presentation along with Rumble Yard, formerly Sony Music Originals.

“Our focus has always been and will continue to be on producing premium content that puts story first and has a finger on the pulse of what is happening culturally,” said McGrath.

“I look at branded storytelling as an extension of what we already do,” she said. “It’s an opportunity for authentic work that touches a passionate fan base in inventive and interesting ways.”

Astronauts Wanted will present content and branded content strategies to potential clients and advertisers on May 10. Other publishers and networks focused on a younger generation like AwesomenessTV and Fullscreen are already scheduled to present during the NewFronts.

“There’s more content for everyone, and there are more platforms than ever before,” McGrath said. “The opportunity to stand out, to discover and launch unique and different voices is greater than ever before.”