Phenomenal, the media and merchandising firm based by Meena Harris, is making a transfer into the leisure house, hiring former Common govt Juliet Liu as head of content material and leisure, and Regina Lee as head of improvement for movie & TV.
Phenomenal was based with a clothes and merchandise line, and subsequently expanded into influence advertising campaigns with the launch of Phenomenal Productions final yr.
With its transfer into leisure, Phenomenal will proceed to focus its lens on content material and partnerships that heart ladies and traditionally excluded communities.
“It’s actually taking place way more rapidly than we deliberate, which may be very thrilling,” Harris tells The Hollywood Reporter.
Harris, who’s the niece of Vice President Kamala Harris, added that they’re making the transfer now as a result of they’ve constructed a “consumer-facing model with a loyal, engaged built-in viewers that’s ready for the subsequent factor, and has come to be this superb, vibrant group.”
At Phenomenal, Liu will probably be tasked with creating the corporate’s content material slate, which is able to embrace scripted and unscripted programming throughout movie, TV, podcasts and digital media, in addition to its just-launched e-book membership, which counts Nikole Hannah-Jones’ The 1619 Mission and its children’ companion Born On The Water as its first picks.
Phenomenal already has present partnerships with some leisure firms as properly, with a Latest instance being a partnership with Netflix on Bridgerton-themed attire.
An legal professional by coaching, Harris launched Phenomenal with attire bearing slogans like “Phenomenal Girl” (primarily based on Maya Angelou’s poem), and with books like Kamala and Maya’s Large Thought, about her mom and aunt’s childhood. The corporate at one level additionally bought attire bearing slogans associated to Harris’ aunt, although Harris and the corporate have since de-emphasized that private relationship.
At Common Filmed Leisure, Liu oversaw the studio’s inventive innovation division, together with Common’s partnership with Epic Video games.
“The position that I occupied at Common actually gave me a chook’s eye view of all of the speedy disruption that’s taking place within the media panorama. There are numerous shifts taking place, each in how content material is getting created and distributed, and in addition client conduct,” Liu says. “I feel that there’s a actual alternative on the content material creation aspect to construct out an organization that’s uniquely ready for that altering panorama.”
Lee, in the meantime, beforehand led improvement for Mandy Moore’s Roll with the Punches Productions primarily based at twentieth Tv earlier than becoming a member of Phenomenal earlier this yr.
However it will likely be Phenomenal’s deal with fairness and that includes underrepresented voices that Harris and her crew hope will differentiate their choices from different manufacturing firms within the market.
“We’re going to be bringing that lens in all the things we do,” Liu says. “Attempting to consider fairness alongside each facet of the worth chain, because it associated to Hollywood as an business, because it pertains to who we collaborate with, how we’re making movies or TV reveals, whose voices we’re amplifying.”
“It’s the chance to construct out a media firm that has this particular mission in thoughts that I’m actually enthusiastic about, and I don’t see numerous it within the panorama for the time being,” she added.